Have you ever been on hold, and with every passing second, you get more frustrated?
You’re not alone, and it’s not just in your head. The frustration callers feel with on-hold messaging is a real psychological trigger. As soon as we hear “Please hold”, our internal clock starts ticking, and our minds, which dislike a lack of information, begin to get frustrated. Studies show that callers perceive their wait time as being 36% longer than it actually is in these scenarios. This is why a strategic, well-produced on-hold message is so important for your business.
The Cost of Silence and Repetition
What’s more frustrating than waiting on hold? Waiting in silence, or listening to the same unhelpful phrase repeated over and over again. Constantly saying, “Please hold” or “Thank you for your call, we know you’re waiting” is not only unhelpful, it can create a bad on-hold experience. It’s a missed opportunity to connect with your customer and make the wait feel less like a waste of their time.
Instead of irritating your callers, use this time to your advantage. An effective on-hold message can provide valuable information about your services, answer frequently asked questions, or direct callers to resources on your website. Providing customers with an estimated wait time has been shown to reduce hang-ups by up to 45%, transforming a passive, frustrating experience into an engaging and informative one.
Real Voices and Quality Audio Make the Difference
When it comes to on-hold messaging, two things are non-negotiable: a real, human voice and professional mixing. Nothing sounds worse or is less engaging than a robotic, computerised voice. An engaging voice that suits your brand makes a huge difference in creating a professional and welcoming experience.
Furthermore, a poorly mixed on-hold message can be just as frustrating as silence. Audio systems that interrupt the music for the voice to speak and then start again are jarring. At On Hold Messaging Direct, our audio is expertly produced with a “ducking technique.” This means the music volume subtly dips when the voice speaks, creating a smooth, professional, and non-intrusive sound that keeps your caller engaged and relaxed.
Choosing the Right Music (And Avoiding Annual Fees)
The music you choose is an important part of the on-hold experience. It should be appealing and suitable for your brand. Avoid short, looping music that you find for free online, as this will quickly become annoying. An instrumental piece of music is generally best, as music with vocals can clash with the voice-over.
Also, be mindful of music licensing. If you use mainstream music, you’ll need to pay an annual license fee to a collecting society, such as PRS in the UK. This can be costly. To avoid these fees, using royalty-free music is a great option, which we include in our on-hold packages.
Finally, don’t be afraid to use more than one piece of music, especially if callers are often on hold for a while. Variety is key, and using multiple tracks will further reduce the caller’s perception of waiting time.
By carefully considering what your customers need and what frame of mind they’re in when they call, you can make their on-hold experience feel less like a waste of their time. An effective on-hold message isn’t just about filling silence—it’s about demonstrating professionalism, providing value, and building a stronger connection with every caller.
If you have any questions about optimising your on-hold experience or need help with a script, please get in touch.
