Music on hold, commonly abbreviated as MOH, is a business practice whereby 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 are the stock MOH CDs (with or without intermittent voice-overs such as 'please stay on the line'), custom-designed MOH (with or without periodic voice-overs), radio, off-the-shelf commercial CDs, and even online on hold. Your business will benefit a great deal from music for hold.

According to recent AT&T research, up to 70% of calls are placed on hold for over 30 seconds. Cases where the callers were on 'silent hold' led to call abandonment rates of about 75%. 80% of these callers hang-up within 1 minute. The same study revealed that callers with music for hold remained on the line for as much as five minutes longer. You should therefore, strive to keep customers/clients on the line for as long as you can and this is achievable through a music on hold player.

The same AT&T study revealed that 30% of callers bought other products/services based on what they heard while on hold and 25% of callers made purchases based on sales suggestions while on hold. A recent CNN study showed that 90% of callers preferred on hold messages over silence. You should thus, take advantage of this opportunity to turn the music on hold into an advertising system. You will get greater ROI (return on investment) with MOH.

Your business benefits from telephone on hold music as most of these callers never called back. The CNN survey showed that 35% of those who cancel the line never call back. MOH guarantees that you get customer loyalty. The individuals who hung up do so because of boredom or frustration and periodic voice-overs like '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 like branding. The voice-overs will be professionally composed and recorded, and incorporate promotion of your company, the products/services it sells, and your website and its features in the telephone on hold music. You could also stimulate 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 company and your specialty. A music on hold player handles various sources of music, meaning you will not have unwanted clutter. A music on hold player can be handled by just one person.

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