A study led by the University of Cincinnati's Dr. James Kellaris finds that male callers who listen to classical music while on hold tend to think time flies, while female callers who hear the same music have the impression that time drags on. My findings show that this could have undesirable consequences, such as augmenting the perceived duration of a wait on hold. Industry experts also reiterate the importance of abiding by rules that govern music royalties. A big drawback of playing the radio is that your callers could hear radio advertisements from your competitors while on hold. HTA is based on factors such as the total number of daily calls, the average wait time and how long it takes before your most frequent callers hear the same part of a message again.
Constant repetition is an audience killer.
Advertel's studies indicate that it's acceptable for callers to hear the same portion of an on-hold message 1.8 times within one to two months. Customers can then make informed choices about whether to wait or call back at a more convenient time. There is a variety of message on-hold providers to choose from and a variety of ways to receive and play your messages. Through its partnership with Music Choice, a 24-hour music provider, Audiomax provides a wide range of licensed music to its subscribers. This covers copyrighting services, music licenses and technical support.