Research and Studies of On Hold Messaging
“Executives spend 15 minutes a day or 68 hours a year on hold.” – USA Today72% of first time callers who hang up will go shop your competition – Sales & Marketing Management MagazineAfter only 58 seconds of silence the average caller perceives they have been on–hold for 2-3 minutes – Independent Research
“41% of American consumers have initiated a purchase over the phone in the last year.” – American Teleservices Association
“94% of all marketing budgets are spent on inducing a customer to call, while only 6% is spent on handling the call once it is received.” – Inbound Telephone Call Center
Jefferson Denneandrus, a research firm, found when callers were presented with On Hold Messaging versus silence or a radio commercial they would stay on hold longer, they were more likely to exhibit interest in the product advertised, they were more likely to retain information, and they were less agitated.
Callers stay on the line up to 25% longer when provided with On Hold Messaging versus “dead air” or “background music,” and up to 17% longer than radio. – Infomax, Inc.
85 to 88 percent of callers prefer on-hold messages to silence – (Cellular Marketing Magazine, and Teleconnect Magazine, respectively)
We’re more flexible because the production studios are right here!
The process of waiting on hold can be difficult for callers, particularly if they’re contacting a company for the first time. They could either have a problem requiring a solution or a question that needs answering. Either way, they are often anxious to speak with a live representative. So when they have to wait on hold for an extended period of time, frustration can start to mount.
If they are forced to listen to either low-quality, un-engaging hold messaging, they may choose to hang up. If there is nothing playing while they wait on hold, they could assume they have been disconnected and hang up. Those calling for a solution to their problem still have that issue, so chances are that they’ll pick up the phone and call a competitor. This results in a lost revenue opportunity, simply because there was no engaging hold messaging playing.
At On Hold Marketing, we construct telephone on hold messages that will keep callers engaged while they wait to speak with a live person. We construct messaging that combines spoken word and background music, which we refer to as a narrative and music bed.
Each program lasts roughly six minutes and plays on a continuous loop. We do this because a six minute production will typically fulfill a caller’s wait time and, if they tend to stay on hold longer than usual, a longer message will reduce the risk of repetition.
This keeps callers entertained and informed and compels them to stay on the line.
Telephone On Hold messaging…the benefits:
Telephone On Hold messages can add value to numerous areas of an organization. Not only will it help with customer service initiatives and provide more sales opportunities, it is also an effective marketing channel. Companies can use their messaging to market new products and services or upcoming events.
Because change is constant in the business realm, On Hold Marketing works with its clients to keep their messages fresh. Marketing a discontinued product won’t produce any results and will probably hurt the company in the eyes of a potential customer, so we want to make sure your script is reviewed for accuracy at least once a year.
Providing this sort of exposure to products and services could also result in additional business. Suppose a consumer is interested in one particular aspect of the business they are calling, and while they wait on hold they hear a message detailing another component that piques their interest. This helps sales professionals create new leads for their sales people.
On Hold Marketing is an OHMA hold messaging provider. Our services help companies keep callers on the phone and delivers benefits including more captured sales, add-on sales, returning customers and referrals.