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Music On Hold Player As Advertising Technique
Music on hold, popularly abbreviated as MOH, is a business tool whereby music is played on a music on hold player while the caller waits to be served. Common sources of telephone on hold music include stock MOH CDs (with or without intermittent voice-overs for example '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 considerably from music for hold.
According to recent AT&T research, as much as 70% of calls are placed on hold for more than 30 seconds. Situations where the callers were on 'silent hold' resulted in call cancellation rates of about 75%. 80% of these callers hang up within one minute. The same study showed that callers with music for hold stayed on the line for around five minutes more. You should thereby, strive to keep customers/clients on the line for as long as possible and this is doable through a music on hold player.
The same AT&T research showed that 30% of callers purchased extra products/services depending on what they heard during on hold and 25% of callers made purchases based on sales suggestions while on hold. A recent CNN survey revealed that 90% of callers preferred on hold messages over silence. You should therefore, take advantage of this opportunity to convert the music on hold into an advertising technique. You will get better ROI (return on investment) using MOH.
Your business benefits from telephone on hold music because most of these callers never called back. The CNN study showed that 35% of those who drop the line never call back. MOH ensures that you get customer loyalty. The individuals who hung up do so due to boredom or disappointment and periodic voice-overs such as 'your call is important to us' or 'someone will be with you shortly' keeps them on the line.
MOH is advantageous in that it complements other advertising methods such as 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 features in the telephone on hold music. You could also motivate your clients to take action since a call to action makes a great difference in a sale. You could talk about the strengths of the business 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 just one person.
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