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"We don't place callers on-hold."
"Our hold times are short."
"We can always put callers into voice mail."
We hear it all the time. Of course, no one wants to put incoming callers
on hold, but in everyday business, it happens — a lot! (And remember, when a call
is transferred from your auto attendant menu or between extensions, that's hold
time as well.) Whether your callers hold for a few seconds, or a few minutes, that
precious time is critical to your marketing efforts. If you still aren't sure whether
your business could benefit from an on-hold message program, take a look at what
the studies cited below have to say about on-hold marketing. The results are in,
and they show that Message On Hold advertising works!
- 93% of callers placed on "silent hold" estimated their on hold time to be
two and a half times longer than it actually was
- 88% of callers prefer on hold messages versus dead silence or radio
- 16-20% of callers made a purchasing decision based on information
they heard while on-hold
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- Providing information on hold results in a 45% increase in caller retention
(fewer hang-ups)
- Businesses experience a 20% increase in requests for additional products
and services mentioned on hold
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- 70% of business callers are put on hold (counting time spent transferring
from a receptionist or auto attendant, to an extension or voicemail)
- 60% of callers put on "silent" hold hang up
- 30% of first-time callers who hang up do not to call back
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- The average hold time for businesses with more than two lines is 55 seconds
- 55% of callers who were put on "silent" hold abandoned their calls
in less than one minute - half within the first 40 seconds
- Callers who hear music on hold stay on the line an average of 60 seconds longer
than those on "silent" hold
- Callers hearing information on hold stay on the line up to 3.5 minutes longer
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- 93% of the average marketing / advertising budget is spent to entice
potential customers to call a business
- Only 4% of the average marketing budget is spent on caller / customer
retention
- The average cost in lost potential business from a mishandled call
is $34
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- Telemarketing Magazine - "Over 70% of business callers are put on-hold..."
- OfficeTeam Survey - "The average executive spends 17 minutes per day on-hold..."
- CNN Survey - "The average person spends 60 hours per year on-hold..."
- CNN Survey - "Without music or messages, 60% of those on-hold will hang up and 30%
won't call back..."
- Cellular Marketing Magazine - "Over 85% of callers prefer on-hold messages over
silence..."
- Telemarketing Magazine - "Surveys show that 15% to 20% of callers make purchases
based on information they heard on-hold..."
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