Music On Hold Player As Advertising Tool
Music on hold, popularly abbreviated as MOH, is a business practice in which music is played on a music on hold player at the time the caller waits to be served. Ordinary sources of telephone on hold music are the stock MOH CDs (with or without intermittent voice-overs for example 'please stay on the line'), custom-made MOH (with or without intermittent voice-overs), radio, off-the-shelf commercial CDs, and online on hold. Your business will benefit a great deal from music for hold.
Based on recent AT&T research, up to 70% of calls are placed on hold for over 30 seconds. Situations where the callers were on 'silent hold' resulted in call cancellation rates of around 75%. 80% of these callers hang up within 1 minute. The same research revealed that callers with music for hold remained on the line for up to five minutes more. You should thereby, attempt to keep customers/clients on the line for as long as possible and this is achievable with a music on hold player.
The same AT&T study revealed that 30% of callers bought extra products/services depending on what they heard during on hold and 25% of callers made purchases depending on sales suggestions while on hold. A recent CNN survey showed that 90% of callers liked on hold messages over silence. You should thus, take advantage of this opportunity to turn the music on hold into an advertising technique. You will get better ROI (return on investment) using MOH.
Your business takes advantages from telephone on hold music because most of these callers never called back. The CNN survey revealed that 35% of those who cancel the line never call back. MOH guarantees that you get customer loyalty. The individuals who hung up do so due to boredom or disappointment and intermittent voice-overs such as 'your call is important to us' and 'someone will be with you shortly' holds them on the line.
MOH is beneficial in that it complements other advertising methods like branding. The voice-overs will be professionally composed and recorded, and involve promotion of your business, the products/services it sells, and your website and its specification in the telephone on hold music. You could also motivate your customers to take action because a call to action makes a huge difference in a sale. You could talk about the strengths of the company and your specialty. A music on hold player handles various sources of music, indicating you will not have unwanted mess. A music on hold player can be handled by only one person.
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