On hold marketing improves caller retention

Over the years there’s been many surveys that have looked at the effectiveness of on hold marketing and how it can improve caller retention.  Now a new survey indicates without any doubt that on hold marketing works!

Our website www.onholdmarketinguk.co.uk has all the information you need to help you take advantage of the most innovative and cost-effective form of marketing today.

However, if you are still unsure that professional telephone audio would add value to your business  please read on to  learn about the results of a recent survey undertaken by USA Business Telephone Today, and reported by Musicworks – a joint initiative from PPL & PRS, the governing bodies for music performance and licencing in the UK.

The experiment involved 30,000 calls which were placed on hold for just one minute. Callers were placed into three groups:

Group 1: callers were placed on hold in silence for 1 minute

Group 2: callers were placed on hold listening to commercial music for 1 minute

Group 3: callers were placed on hold listening to information & music for 1 minute

Callers who hand’t hung up within 60 seconds were then asked to estimate the length of time they had been on hold.

The results will surprise you:

Group 1

  • 52% of callers hung up in 1 minute
  • 100% of callers estimated hold time was over 1 minute
  • 27% of callers estimated hold time exceeded 1 minute

Group 2

  • 13% of callers hung up within 1 minute
  • 44% of callers estimated hold time exceeded 1 minute
  • 0% of callers estimated hold time exceeded 5 minutes

Group 3

  • 2% of callers hung up within 1 minute
  • 19% of callers estimated hold time exceeded 1 minute
  • 0% of callers estimated hold time exceeded 5 minutes

The results are blindingly clear.  Callers to your business who hear nothing (silence) when placed on hold are more likely to hang up before you even get chance to speak with them.

The results were more encouraging for Group 2, where callers heard commercial music whilst on hold.  But there are a few considerations here.  Just because you like (for example) The Beatles , it doesn’t mean to say that your callers do!  In addition, in the UK it is a legal requirement that you have a PPL & PRS music on hold licence to play commercial music on your phone system.  The cost of this can add up to hundreds of pounds per year – and remember, your callers would not hear a mention of your company name, products, services or website.

There’s also a couple of important points to remember.  Even if you do purchase the PPL / PRS music on hold licences, this only covers you to play commercial music on your phone system from the direct source, such as a CD.  Under the terms of the licence, it is prohibited to make a digital copy of a CD and upload this directly to your phone system or playback device.  This can be a costly challenge for most modern telephone systems.

Also, if you are thinking that you can plug a radio into your phone system – unfortunately you can’t.  It is illegal – whether you have the PPL & PRS licences or not.

And so, that’s why the results of Group 3 make such encouraging reading.  Only 2% of callers hung up within the minute.  This without any doubt, proves that information and music on hold reduced call abandonment.  Callers were encouraged to keep holding – and were obviously interested in what they are hearing, otherwise more of them would have hung up.  Our own research indicates that information and music on hold greatly enhances the customer experience – and callers have a more positive image of the business they are calling.

Best of all, if we provide your information and messages on hold – you do not require a PRS or PPL music on hold licence! In addition, the cost of our professional audio – tailored exactly for you – is often much less than the cost of a music licence in the first place..

On Hold Marketing UK is a leading provider of telephone audio solutions with no minimum contract, on-going renewal fees or music licences. Discover our friendly and flexible approach and contact us today on 01925 232050 for a chat.  We’ll be more than happy to give you recommendations or advice with no obligation.

 

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