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Music On Hold Player As Advertising Technique
Music on hold, popularly abbreviated as MOH, is a business technique whereby music is played on a music on hold player at the time the caller waits to be served. Common sources of telephone on hold music include stock MOH CDs (with or without periodic voice-overs such as 'please stay on the line'), custom-made MOH (with or without periodic voice-overs), radio, off-the-shelf commercial CDs, and online on hold. Your business will benefit a lot from music for hold.
Based on recent AT&T research, up to 70% of calls are placed on hold for more than 30 seconds. Instances where the callers were on 'silent hold' led to call cancellation rates of around 75%. 80% of these callers hang up within 1 minute. The same study revealed that callers with music for hold stayed on the line for as much as 5 minutes longer. You should thereby, attempt to keep customers/clients on the line for as long as possible and this is feasible through a music on hold player.
The same AT&T study showed that 30% of callers purchased additional products/services based 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 preferred on hold messages over silence. You should thus, take advantage of this opportunity to convert the music on hold into an advertising tool. You will get greater ROI (return on investment) using MOH.
Your business benefits from telephone on hold music because most of these callers never called back. The CNN survey showed that 35% of those who cancel the line never call back. MOH ensures that you get customer loyalty. The people who hung up do so because of boredom or disappointment and periodic voice-overs such as 'your call is important to us' and 'someone will be with you shortly' keeps them on the line.
MOH is beneficial in that it complements other advertising methods such as branding. The voice-overs will be professionally written and recorded, and incorporate promotion of your business, the products/services it sells, and your website and its features in the telephone on hold music. You could also motivate your customers to take action since a call to action makes a huge difference in a sale. You could talk about the strengths of the business and your specialty. A music on hold player handles different sources of music, meaning you will not have unwanted mess. A music on hold player can be handled by just one person.
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