shorter than it actually was during "messages & music".
A study by US WEST reported that when companies played information on hold-
caller retention increased by 40%
inquiries increased by as much as 15%
requests for services increased by as much as 12%
These conclusions from a study done by the North American Telecommunications Association
reveal a clear pattern-
callers hang-up the fastest during silence on hold
callers will hold approximately 30 seconds longer hearing music
callers will hold up to 3 minutes longer hearing music with information
True, we're not one of the big names such as those mentioned above. But in our twenty-plus years of producing custom on hold advertising messages & music we've heard a lot about what companies are looking for from their on hold systems.
So, here are the facts, according to Audio Advantage:
On hold advertising and overall customer relations are inseparable.
And when on hold messages are produced with a philosophy of
combining sales AND customer appreciation they have a
positive effect on buying patterns, as well as customer loyalty!
Here are some more tidbits:
88% of callers preferred on-hold messages to other hold options, and close to 20% made a purchase based on an on-hold offer. - Maximarketing
"More than 85% of callers prefer on-hold messages over silence..." - Cellular Marketing Magazine
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.
"Surveys show that 15% to 20% of callers make purchases based on information they heard on-hold..." - Telemarketing Magazine