Most companies had nothing at all or perhaps repeat messages when callers called, but there is a trend towards advertising on hold. On-hold marketing is advantageous in that it minimizes the call drop rate, it permits you to communicate particular things like the services on offer, available discounts, your location and your operating hours to callers, and it is cheap.
On-hold advertising could possibly be hold messages or music on hold (MOH). The most common MOH option is radio on-hold. As the phrase implies, this consists of the broadcasting of radio when callers are on-hold. Radio on-hold is favorable in that you will not spend money on scriptwriters, voice talents as well as production facilities, and radio could keep callers glued.
There has, on the other hand, been a general move away from radio on hold. This really is mostly because radio re-broadcasting is not permissible (it could give rise to fines of up to $1,500 in the U.S.) and there is a risk of static or cracking music, that can be detrimental to the image of your company. Radio on-hold is disadvantageous in that the ads put off callers and contribute to high call drop percentages. You will not have immediate control of the music on hold so you do not get an opportunity to promote your business and/or services and products on offer. There is also a danger that callers could hear your competitor's ads.
There is a trend towards a choice to hold without music. Newer systems have elements that allow callers to accomplish this by simply depressing the pound key. There are schemes that interact with callers and others that have such features as rating customer service officers anonymously and also 'polling on-hold'.
The next big thing in music on hold after radio on-hold was off-the-shelf commercial CDs. This is a good option since you would have control over the material, but you will require permission from the copyright owner to play the tracks. A better option is stock MOH CDs. This is a good option because the CD could have voiceovers, but they are disadvantageous in that the hold messages will not be custom-made for your company.
Custom-designed MOH is extremely popular simply because you have control over the subject matter in addition to the music, you can advertise through hold messages and a voice talent of your choice, the music is not going to have copyright issues and you will come out appearing competent. Innovations in the area of technology have led to the increase in the acceptance of online music on hold.
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