While you don’t necessarily need to be right there on the cutting edge of technology (sometimes that’s a better way to cut into your profits more than actually improve anything), it’s a good idea to take a hard look at your situation and decide what NEEDS to be updated.   Sometimes that update is getting your business more computer savvy.  While computer networking would be great, you can hire outside the company to handle that aspect.  But definitely make sure that everyone knows the basics: how to turn the computer on and off, what to do when it freezes up, how to perform basic work functions such as documenting information and checking email, as well as simple dos and don’ts (that’s not a cup holder). 

Adman/Hold-It Systems/Ad-On-Hold can even send your new computer user a free, spiffy little keyboard brush to help keep things tidy.   It may seem like a lot of trouble – but remember the long-term rewards.  It’s a great step towards keeping up with the 21^st century, and it will pay for itself not only with the convenience that computer programs provide (like Microsoft Word, Excel and email, for example), but also saving paper and the room to store all that paper.   Don’t get me wrong, there is something wonderful about writing things out on paper.  The importance of doodling can be under-appreciated, and it’s just not the same doodling in Microsoft Paint.  However, when the “search” feature on the computer finds the information you’re looking for in a fraction of the time it would take to manually sort through a stack of files, I think you’ll agree that this is a good idea.   And if anyone should know the importance of your time, and the time of your client waiting on the phone for a crucial bit of information, it’s your on-hold company.

After silence, that which comes nearest to expressing the inexpressible, is music.

—Aldous Huxley

Are you a Kenny G fan? Tribal drumming? Or do you run and hide as soon as you hear muzak  when placed on hold? Nearly all of us can recall all the times we have listened to music while on hold; call any 1-800 number and you’ll be placed on hold after pressing 1 while waiting for an operator.  Depending on the music, you may wait a bit or you may immediately hang up.  It’s amazing how the type and rhythm of certain music can trigger a response in terms of staying on the line or not – all of which might depend on your gender and what type of music is playing.

When considering what type of music to use for your customers while they are on hold, t is important to know who your target market is.  When putting together your overall marketing plan take the time to determine who will be the primary caller to your business.  Is it a woman? Man? Age group? Baby boomer or Gen-X,Y,Z?  This might seem trivial to focus on but research shows that men report a wait time as seeming the shortest when classical music was played; whereas women believed the wait seemed longest when classical music was played.

What about jazz as hold music? Time spent on hold seemed slightly shorter when light jazz is played based on 71 respondents.  Rock was the least preferred across both gender groups and produced the longest waiting time estimates.   It’s important to not leave your customers waiting in silence.  Using a calming combination of light jazz music and acoustic/adult alternative might ensure that they will remain on the line while you are assisting other customers.

What about local talent?  Comprise a list of songs by an array of local/state talent from different genre’s to showcase the talent and diversity of your community.  Make sure that all songs have appropriate lyrical and musical content for a phone system (no loud, raucous music and no suggestive or graphic lyrics).  Or be like our nation’s capital and have your on-hold telephone music be patriotic tunes.

Whatever genre of music you choose for on hold please keep in mind who are your callers.  The influence of atmospherics in marketing is crucial – this is based on the premise of type of music and sound/volume level which can stimulate a response in your target market and their behavior.

This can happen for businesses as well – with emails, internet posts and even phone-to-phone connections – detailing instant specials, discount codes and bargains. Local groceries are even texting about specials on basics like milk and bread! 28% of internet users have customized their home page(s) to include news from sources and on topics that particularly interest them. These sources might vary from a reputable news source, local weather to businesses and retailers offering coupons or services that might interest them. Custom on hold messages are another way to reach your customers in real time…when they call you!

Custom on hold messages is a way to quickly and conveniently offer information about your business to a caller. A caller is already interested in your product – that is why they are calling – so you already have a targeted consumer on the phone. Use your on hold message to direct callers to your website, blog or Facebook page for additional specials or promo codes. By driving traffic and creating a community where your customers and potential customers spend time, then you create another opportunity to continue to connect with them. As part of your overall marketing strategy, once you have successfully directed your on hold caller to one of your online properties, then you worked to encourage them to share with their social and online networks about your brand, your products, specials or services. Create an army of brand ambassadors!

This about what information can your company offer instantly or how you might use on hold messaging to work in tandem with your online networks.

Find out more how a custom on hold message is right for you and your business.

Custom on hold messages are a perfect avenue for you to introduce new or current customers to products, services or special deals that they might not have otherwise known about. With an on hold message you can advertise your accomplishments as well as create up-sell opportunities by creating a call to action for customers to ask about your specials when their call is answered.

On hold marketing provides opportunities for your business that might otherwise be lost if a caller on hold hears only silence or repeated tracks of music. In addition to the value an on hold message can bring to your business, you will be providing exceptional customer service and increasing caller retention.

Click here for more information about how the on hold message process works.