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Using Music On Hold Player In Effective Way
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 include stock MOH CDs (with or without intermittent voice-overs like 'please stay on the line'), custom-designed MOH (with or without periodic voice-overs), radio, off-the-shelf commercial CDs, and online on hold. Your business will benefit a great deal from music for hold.
As per recent AT&T research, up to 70% of calls are put on hold for more than 30 seconds. Situations where the callers were on 'silent hold' resulted in call abandonment 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 as much as five minutes more. You should therefore, 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 purchased extra products/services depending on what they heard while 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, utilize this opportunity to convert the music on hold into an advertising technique. You will get better ROI (return on investment) with MOH.
Your business benefits 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 recall. MOH ensures that you get customer loyalty. The individuals who hung up do so due to boredom or frustration and periodic 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 techniques such as branding. The voice-overs will be professionally composed and recorded, and involve promotion of your company, 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 because a call to action makes a huge difference in a sale. You could mention the strengths of the business and your specialty. A music on hold player handles various sources of music, indicating you will not have unwanted clutter. A music on hold player can be handled by just one person.
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