3 ways custom on hold Messaging can increase customer engagement.

Chances are, you have come across custom on hold music many times in your life, it’s been around a while, especially for large companies with complex phone systems that require the caller to be passed from team to team. Due to the industry-wide transition to VoIP phone systems in recent months ahead of the BT PSTN switch off in 2025, small businesses can now utilise this feature easily and effectively to not only entertain their customers whilst they wait, but also communicate important marketing and service messages.

What is custom music on hold?

Custom on hold music is a service that allows businesses to upload audio files and marketing messages onto their VoIP phone system to replace the default on hold elevator music that we all know and loathe.  Businesses can record their own marketing messages, select their music or simply just keep listeners informed of their position in the queue or estimated wait time.

Why does your business need to consider custom on hold music?

People spend an average of 10-13 minutes on hold every week according to a study by Research Now. If that doesn’t already sound like longer than you thought, when totalling for an average lifetime, its 43 days of waiting for someone to answer the phone. Having music on hold makes this time feel much shorter for your waiting customers, which reduces frustration and in turn, helps to increase the caller retention rate.

According to a survey conducted by USA Business Telephone Today, 52% of callers dropped the line after one minute of silence, compared to 98% of callers holding the line past 1 minute when on hold music was combined with marketing messages.

A separate Zonitel study also found that 13% of callers have made a purchase off the back of music on hold marketing, besides, it’s up to 10 times cheaper to market to your current clients than it is to attract new customers. Perhaps your clients don’t know that you offer services different to that of the one they are currently using, so why not inform them of other services that may benefit them whilst they wait for you to answer their call?

With all this in mind, we have highlighted our top 3 benefits of custom on hold music being implemented into your business. 

Benefits of custom music on hold

1. Increase caller satisfaction
   Keeping your callers waiting can leave them frustrated and ready to hang up, so even including a message about their call being important to them and informing them of their position in the call queue can help to reduce frustrations and retain customers on the line for longer. Not only does entertaining your customers boost their mood, but it also boosts the perception of your business as a professional and organised brand.

2. Make announcements about procedures
   You can make the customer’s call more seamless and effective by using their call waiting time to inform them of procedures that may be required, such as arriving for appointments 10 minutes early or providing their customer ID at the beginning of a call. The recorded message can also inform callers of their options and guide them through selections to reach the correct team, whilst also offering them additional contact details or ways to solve any issues or queries.

3. Customise marketing messages based on phone system selection
   When your business callers make selections on your phone system menu, you can use these selections to customise their marketing message informing them of related offers, information or potential add ons. Not only can you use the information that they have provided to target them directly, you can also offer them marketing information for products or services that compliments the ones that they already have with your business. 

If you would like to find out more about how on hold music and marketing can help to boost your business brand and customer satisfaction, contact a member of our expert business team today or visit our website.