Of all the depressing statistics about a lifetime of consumer existence, this may be the most distressing: each of us is destined to spend roughly 1.2 years on hold. Waiting on hold is viewed as a negative situation, however savvy marketers know that they can turn waiting on hold into a very influential situation for their business.
James Kellaris, a marketing professor at the University of Cincinnati, says that music can have an impact on a wide array of customers' behaviors, changing their perception of time, conditioning them to associate a song with a brand, or limiting their ability to critically analyze a potential purchase due to musical distraction. "When shoppers are exposed to music, sales resistance decreases."
Music on hold can affect a person's thoughts and action without the person even knowing. Mood is largely influenced by the sound of music. For example, a store that plays pleasant, positive tunes usually enhances the customers’ experience. Music On Hold can influence individual attitudes and behaviors in terms of how consumers perceive and react to a brand. Music on hold can entertain, inspire and motivate.
Does the amount of time you think you have been on hold, affect how long you stay on hold?
• music affects time perception, and the ability to judge time and therefore callers stay on-hold longer.
• Callers exposed to music on hold stay on hold 20% longer than when waiting in silence and even longer when callers are exposed to messages.
• Callers relate their image of the company to the music on hold recording.
Think about it for a moment. During the Christmas season many people listen to Christmas music. This helps them stay in that state of euphoria all month long and brings them back to happy memories.
If you think that, the only purpose of music on hold is just to entertain callers, and keep them from becoming bored and irritated while waiting on the hold than you are missing the boat. Sure Music on hold fills the void of silence, but it also acts a stimuli, therefore you have the opportunity to use music on hold to the benefit of the business.
On Hold Inc can create the perfect music on hold system for your business. Pleasant on hold music interspersed with compelling messages to educate, inform, sell and get callers to respond to your marketing messages.