How On-Hold Marketing Improves the Caller Experience
On-hold marketing is not only about selling. It is about how callers feel while they wait, and that shapes how they feel about your business.
Silence creates doubt
When a caller hears nothing, the questions start right away:
- Did the call drop?
- Did they forget about me?
- Should I hang up and try again?
A caller who hangs up is a missed conversation, and sometimes a missed sale.
The psychology of waiting
In his well-known paper The Psychology of Waiting Lines, service researcher David Maister described why some waits feel longer than others. Several of his principles apply directly to hold time:
- Unoccupied time feels longer than occupied time. Something worth listening to makes the minutes pass faster.
- Uncertain waits feel longer than known, finite waits. Letting callers know they are still connected, and that someone will be with them soon, eases the tension.
- Unexplained waits feel longer than explained waits. A short, honest message about busy times goes a long way.
- Anxiety makes waits seem longer. Reassurance lowers it.
What good on-hold marketing does
- Confirms the caller is still connected
- Sets expectations about the wait
- Gives callers something useful to hear
- Reflects the same care they will get from your team
Every interaction builds loyalty
Businesses known for great service understand that the experience is the sum of every moment, including the ones where a customer is waiting. Hold time is part of your customer experience whether you plan for it or not. Planning for it is how you make it a good one.
Put your hold time to work
VoicePrompts AI writes and produces on-hold marketing around what you sell, and keeps it current as your business changes. Start 30 days free and hear what your callers could be hearing.