In our fast-paced, technology-driven world, for many, being placed on hold is a familiar experience, but have you ever stopped to consider just how much hold music can impact the customer journey? Many companies may rely on hold music to try to keep customers entertained while they wait for an advisor to help, but is there an even better way to improve the system?
Far from being a mere background filler, hold music can play a crucial role in communication and customer service. In a recent survey by music licensing organisation PPL PRS, 73.6% of respondents reported that when calling a company, they are either often, or very often placed on hold, and 13% reported that they are put on hold every single time. A huge 60.1% of respondents said they usually hear music when placed on hold, rather than silence or branded messaging. Listening to music can create the illusion that customers have been waiting for a shorter time than they actually have. This may not only improve the customer experience, but the staff experience too, as they could face happier, calmer callers.
However, despite our best efforts, listening to songs we don’t recognise can make us lose interest very quickly. So, while we hope the dulcet tones of standard hold music will keep customers occupied, it is possible that they will become more impatient and frustrated, especially with longer wait times.
The survey also revealed that 22.8% of people stated that one of the reasons that they don’t like traditional hold music is because the tracks are unrecognisable. A carefully curated selection designed to enhance the customer's experience can reduce perceived wait times and minimise frustration. This seemingly simple change can influence our emotions and perceptions in both subtle and significant ways.
Of those surveyed, 50.2% stated that if given the option, they would prefer to choose the genre of music they listen to while on hold. Considering this figure, over 85% of respondents have never been given the opportunity to choose the music they hear whilst waiting to speak to someone. When asked if they would, given the option to choose, over 73% of people said it would improve their experience of being on hold.
How would it improve though? The survey showed that nearly 58% of respondents believe the wait time would seem shorter. Just over 22% of the people we surveyed said that hearing their preferred tunes would make them less anxious if an uncomfortable conversation was to be had. This could improve the experience for both the caller and the adviser, helping to ease the interaction between the two.
If you are looking to improve your brand perception, your hold music could be the first place to start. Of those surveyed over 25% believe that by being offered a choice of hold music showed that the business they are calling cares about them.
The consensus seems to be that people do appreciate listening to music while on hold, and more so if they recognise the tunes they hear. If you’re looking to implement hold music, or are already using music within your business, you may need TheMusicLicence from PPL PRS.
