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Measuring Success with Messages on Hold

2 July 2024


People in business will know that every interaction with a customer is an opportunity to make a lasting impression. That’s why every company, large or small, needs to think about marketing messages on hold for their phone system.  When done right, on-hold messages can transform a mundane wait in-queue into a valuable marketing tool. But how do we measure the success of such an initiative? Let’s focus on identifying key performance indicators (KPIs), analysing call data and customer feedback, tracking return on investment (ROI), adjusting strategies for maximum impact, and exploring case studies and success stories from businesses that have effectively used messages on hold for some time.

Identifying Key Performance Indicators (KPIs)

To measure success, you first need to define what success looks like. This is where Key Performance Indicators (KPIs) come in. KPIs for messages on hold can vary depending on the goals of your business. Common KPIs include:

  1. Call Abandonment Rate: The percentage of callers who hang up before speaking to a representative.
  2. Average Hold Time: On average, how long are callers are on hold.
  3. Customer Satisfaction (CSAT) Scores: Feedback from customers on their experience, often gathered through surveys.
  4. Repeat Call Rate: The frequency with which customers have to call back for the same issue.

By tracking these KPIs, businesses will get a clearer picture of how effective their messages on hold are in keeping customers engaged and satisfied.

Analysing Call Data and Customer Feedback

Collecting and analysing call data is crucial for understanding the impact of your messages on hold. Data can include metrics like the number of calls received, average hold times, and the frequency of certain types of calls. Additionally, gathering customer feedback through surveys or direct questions can provide qualitative insights into how callers perceive the on-hold experience.

As an example, if you notice a high call abandonment rate, it could indicate that your hold times are too long or that your messages are not engaging customers. Conversely, positive feedback about the information provided during hold times can affirm that your messages are adding value to the customer experience.

Tracking Return on Investment (ROI)

Understanding the financial impact of messages on hold involves tracking ROI. This requires comparing the costs of implementing and maintaining your on-hold messaging system against the benefits it brings. Benefits can be both direct, such as reduced call abandonment rates leading to increased sales, and indirect, such as enhanced customer satisfaction and loyalty.

To track ROI, consider metrics such as:

  • Increased Sales: Are customers more likely to complete purchases after interacting with your on-hold messages?
  • Customer Retention Rates: Are customers who engage with your messages on hold more likely to remain loyal to your brand?
  • Cost Savings: Have you seen reductions in costs associated with customer service due to better-informed callers?

Adjusting Strategies for Maximum Impact

The effectiveness of your messages on hold isn’t static; it can and should be adjusted based on ongoing analysis. Regularly review your KPIs and customer feedback to identify areas for improvement.

For instance, if you find that callers are consistently asking questions that could be answered while they are waiting, this is when a personalised message on hold comes into play.  Consider updating your script content to address these common inquiries.

Additionally, experimenting with different types of content—such as promotional messages, educational snippets, or entertainment—can help you discover what resonates most with your audience. The goal is to create a dynamic and engaging on-hold experience that continually evolves to meet the needs of your customers.

Case Studies and Success Stories from Businesses Using Messages on Hold

Real-world examples can provide valuable insights into the benefits of messages on hold. Here are a few success stories:

A Local Clinic Reduces Call Abandonment

A small medical clinic faced high call abandonment rates, frustrating patients and staff alike. By implementing a message on hold system that provided information on common health questions and office hours, they managed to reduce call abandonment by 30%. Patients appreciated the helpful information, and staff noticed a decrease in repetitive questions.

An E-Commerce Company Boosts Sales

An online retailer used on-hold messages to inform callers about ongoing promotions and new product arrivals. This strategy led to a 20% increase in sales from customers who initially called with service enquiries, but ended up making purchases after hearing about any promotional offers.

A Law Firm Enhances Professionalism

A law firm wanted to project a more professional image to their clients when on hold. By switching from generic music to custom messages detailing their services and success stories, they saw a significant improvement in client satisfaction scores. Clients felt more relaxed, informed and reassured during their wait times.





Measuring the success of messages on hold involves a blend of quantitative data and qualitative insights. By identifying key performance indicators, analysing call data and customer feedback, tracking ROI, and adjusting strategies based on findings, businesses can create a compelling on-hold experience that enhances customer satisfaction and drives success. Real-world examples highlight the tangible benefits that well-crafted messages on hold can bring, proving that even small changes can lead to significant improvements.

McGirvanmedia  is the largest message on Hold, music on hold, and IVR voice telephony supplier on Australia’s East Coast.    We supply our Message on Hold and IVR Service to many clients worldwide.

Our clients know the importance of credible marketing messages and our professional voices all do an incredible job of representing your brand.  Leave all the work to us –   from writing first drafts to ensuring clarity and checks once your audio is live.  You can be rest assured you’re in good hands when we work together. If you’re ready to get started, just email us at enquiries@mcgirvanmedia.com.au or call 1800 777 428 to speak to one of our audio experts.

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