Preloaded Music: A Substitute for On-Hold Messaging?

We’ve heard it several times over the last few years…

“We don’t need on-hold messages anymore, our new phones come loaded with music.”

An all-in-one solution? Sounds like a great deal.

Or does it?

Music on-hold and on-hold messages are actually two totally separate solutions that share similar intentions, yet yield drastically different results.

Courtesy vs. Added Value

Music on-hold is a baseline customer courtesy. It shows that the company you are calling recognizes that they regularly place customers on-hold and that they respect their time.

But what does it do to add value to the business? Not much.

Furthermore, not all callers are going to share the same taste in music. This could actually have a negative effect if the person who selected the music content did so with their own tastes in mind as opposed to aligning with the business demographic.

On-hold messaging builds on the customer courtesy principle by incorporating engaging, customized voiceover commercials designed to showcase the business’ products, services and culture. The music component plays more of a supportive role by providing a break between the voice messages, allowing the listener time to process what they’ve just heard.

This mix of music and messaging builds brand synergy which leads to an improved customer experience, increased awareness, and upsell/cross sell opportunities.

The Verdict

So, does the music that came with your new phone system actually replace your on-hold message?

Well, it was a bit of a loaded question (pun intended.)

Sure, we’ll agree that music is a better choice over silence on-hold (hellloo? Is anyone there?), but it is not a reasonable substitute for an on-hold messaging service.

While on-hold music does serve a purpose, it doesn’t compare to the effectiveness of on-hold messaging when it comes to creating an engaging customer experience.

Not really sure what an on-hold message is? Check out the video below.