We have received some interesting research about how people are using on-hold messaging.
The ability to play messages to callers whilst they are queuing has been used by contact centres for many years and has been widely recognised as being a successful strategy.
The research was carried out by members of the On-Hold Messaging and Audio Messaging Association (Europe) and involved responses from 1,555 clients.
The main reasons why people choose on-hold messaging are to build image and reputation and to promote the sale of products and services.
Quotes from users included:
“It’s a natural part of the sales cycle, helps us give a non-pressure sales pitch as it entertains customers on hold.”
“It is irritating to sit on hold and hear nothing. Music is fine as a distraction, but to learn info on the company you are calling is important.”
“It is an excellent way to promote products while customers are on hold. We have actually had customers asked to be placed back on hold to finish listening to the message.”
Perhaps surprisingly, the on-hold messaging is not as widely used for advertising special offers, although around a quarter of companies use it in this way. The bulk of organisations use it to provide information on products and services, and to create the right impression of the business.
“While MOH does not directly affect my sales, at this time, I do appreciate the positive effect it has on customers placed on hold.”
Perhaps the most worrying part is the frequency with which the messages are updated. 36% of contact centres update their messages less than once a year. Perhaps there is room for improvement there.
Overall, user feedback seems to be very positive, with one user summing it up. “Choosing on-hold messaging is one of the best business decisions I have ever made.”
Many thanks to to the AMA for providing us with this research.
Author: Jo Robinson
Published On: 12th Sep 2012 - Last modified: 22nd Mar 2017
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Interesting statistics, though maybe a little un-even.
Assuming that playing the message drives sales should we make sure that all customers are put on hold at some point during the call to improve profitability?
It would be very interesting to survey the customers who had to listen to the on hold sales pitch, hear what they thought,
James