I appreciate when it comes to setting up phone lines up, deciding which Music to have customer to isn’t too isn’t high on your agenda and very often you end up choosing something you like, this would probably be ok unless you are a huge fan of Death Metal and your main customer base are fans of Vera Lynn!

Why does it matter which music I chose?

Believe it or not your music choice can have a big impact, remember this maybe the first introduction to your company. Listening to music can shorten the customers perception of time, if your humming away to a song you know, it seems a lot less time than listening to the repetitive dial tone. The wrong choice can leave your calls impatient whilst they wait for their call to be answered.

Why does on hold music keep the caller on the line longer?

• Managing anxiety – music holds more power than you probably realise, it can soothe or irate your caller which is why it’s important to choose the right genre. Callers are less likely to mind the wait if its music they enjoy listen too. If you select the wrong song choice and a possible upset or angry customer is going to be fuelled further.
• Warped time perception – Studies show that if a customer is listen to on hold music for 30 seconds, they perceived this to be 15 seconds, yet left listen to a dial tone or music they don’t like they believed this 30 seconds was much longer – 90 seconds
• Consider your brand – the music represents your business, consider your client base. You would expect to hear the same music if you are calling a solicitor or a car garage.

Tips for picking your music……

No1. Classical vs Pop

Of course, both types have their own pros and cons. Understandably young callers will be more likely to enjoy music from the Top 20 chart, whereas this may have an adverse effect for older callers, the same can be said for classical music, this can turn off younger callers.

No2. Simple vs Complex music

Historically companies have tended to use simple and more repetitive music as they felt this didn’t require the listeners attentions, however more complex music has a more positive impact as this holds the caller’s attention. Leaving them less likely to think about the amount of time they have been on hold.

No3. Regularly update your music

Don’t be afraid to changes your music, change it around so regular callers aren’t left listen to same songs each time they call. Chose music depending on the season, but remember to change it back, nobody wants to be listening to Cliff Richard talking about Mistletoe and Wine whilst eater Hot Cross buns and watching the daffodils bloom. Forgetting to change your music, leaves callers feeling you don’t care.

No4. Include hold messages (Audio Branding)

Studies have shown the majority of caller (88%) like to hear messages when they are on hold, but it needs to be relevant messages. In one study 20% of callers made a purchase from hearing an offer whilst waiting for the call to be answered, this is a potentially huge untapped resource which can help to boost your company’s sales.

At the end of the day only you can decide the best music for your company and your products. Yes, you are never going to please everybody, but finding the right music will help define your brand and better serve your customers.

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