Music on hold, popularly abbreviated as MOH, is a business technique whereby music is played on a music on hold player while the caller waits to be served. Ordinary sources of telephone on hold music include stock MOH CDs (with or without periodic 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 lot from music for hold.

According to recent AT&T research, as much as 70% of calls are put on hold for more than 30 seconds. Instances where the callers were on 'silent hold' resulted in call abandonment rates of about 75%. 80% of these callers hang up within one minute. The same study showed that callers with music for hold remained on the line for around 5 minutes more. You should therefore, strive 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 research revealed that 30% of callers purchased additional products/services depending on what they heard while 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, utilize this opportunity to convert the music on hold into an advertising tool. 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 study showed that 35% of those who drop the line never recall. MOH ensures that you get customer loyalty. The people who hung up do so due to boredom or frustration 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 techniques such as branding. The voice-overs will be professionally written 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 clients to take action since a call to action makes a great difference in a sale. You could mention the strengths of the business and your specialty. A music on hold player handles different 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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