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What are some of the advantages of using on-hold programs?

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You�ve already got your customer on the line so it�s essential to capitalize on the opportunity. Much like receptionists, on-hold messages often provide the first impression of your company. Callers want information and assistance without being abandoned. You cannot avoid putting people on hold, but you can maximize this time by choosing a system that informs, motivates, and entertains customers. That means you have approximately 43 seconds�the average hold time in the U.S.�to tell callers exactly what you want them to know. And the really good news: On-hold messaging systems are affordable and easy to implement in as little as a few business days.
Specific advantages of on-hold messaging include decreased caller hang-ups, increased sales, stronger marketing campaigns, and enhanced customer service and public image. Here are some other perks that can come with well-crafted, professionally produced messages:

Initiate impulse buys. Here�s a scenario: A customer calls to order a ski jacket but while on hold, he learns that ski gloves are 50% off. The person wasn�t considering gloves when he called, but now it sounds like a good deal. When your representative answers the call, the customer places an order for the ski jacket and gloves�thanks to the information on your message.
Free up the phone line. When your receptionist is tied up responding to other calls, your on-hold message may answer callers� questions without wasting one precious minute of her time. While on hold, consider providing callers with office hours, driving directions, and Web site addresses.
Reinforce your branding. For next to no advertising dollars, roll out or emphasize a new slogan or marketing campaign with your on-hold message. Considering that the average business receives more than 100 calls per day, that�s a lot of bang for your buck.
Soothe angry callers. If an irritated customer calls about a defective product and she is placed on hold, messages that reassure her that �your satisfaction is our No. 1 priority� and �we�re doing everything possible to address your concerns,� might help diffuse a heated conversation. Pleasant music may also help calm or distract callers. Note that your reps� attitudes must match your message�s promises or you risk exacerbating the problem.

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