On Hold Messaging

Most of us hate being put on hold. What most of us like even less, however, is being put on hold in total silence. Some studies have shown that for callers faced with silence, the threshold for remaining on the line is less than 40 seconds. People who call your business usually call because they want to, and putting them on hold in silence for anything longer than a few seconds is a good way to lose the caller for good.

Even the smallest of businesses can give callers an entertaining (or even informative) alternative to waiting in silence by using a messaging on hold, or MOH, system.

This guide is designed to give you the facts you need to choose a messaging-on-hold system for your business. The various sections are listed in the box above. You can choose to read this guide from beginning to end, or jump directly to a section of interest.

What is "Messaging On-Hold?"

An MOH system plays a pre-recorded program for callers to listen to while they are on hold. You can choose to have the system play music, a voice message, or a combination of both. The average length of a program is typically 4-6 minutes. If you prefer, you can also choose to broadcast a local radio station.

In terms of equipment, an MOH system consists of a device that is plugged into your phone system that resembles a tape or CD player. MOH systems can be connected to nearly all office phone systems. Connections are less common, however, with smaller, KSU-less phone systems. Businesses can purchase a system themselves or, more likely, pay a service provider to take care of the equipment and programming. Some providers also provide copywriting, installation, and ongoing support.

Analog vs. Digital Systems

If you plan on using an MOH system to broadcast a pre-recorded program, look for a system that uses digital technology. Older, analog systems use loop tapes to repeat messages. Though they are less expensive, the sound quality of the program tends to suffer as the tape wears out from repeated use.

Digital systems, by contrast, play music or messaging that is recorded digitally onto a computer hard drive, so the messaging is not susceptible to mechanical wear.

When comparing digital systems, check the sampling rates used to record the programs into the system, as these rates significantly affect the quality of the resulting playback. A good system should record at a minimum rate of 64 kilobytes per second (Kbps).

Programming

You can increase your messaging options by choosing an MOH system based on an "open" standard. This gives you the flexibility to use programs sold by different vendors.

Bear in mind, however, that you will still most likely wind up buying the programming from the same vendor that sells you your system. This means you should also pay attention to the programming capabilities of the vendors you contact.

Standard Messaging

If you are considering playing standard programs, make sure to review a few examples of recent programs the vendor has created. Many vendors have toll-free "demo lines" you can call to review the different types of on-hold programs they offer.

New programs are usually created on a regular basis and then distributed to customers for their use.

Customized Messaging

If you decide you want a customized message instead, take the time to listen to the in-house voice talents and make sure the voices are consistent with the image your company wants to project. You may want to review the play list if there are specific pieces of music you want to play.

Find out what creative talent the vendor offers to help you design a custom program. It also wouldn't hurt to listen to some custom programs the vendor has developed for its clients.

Also, if you do want to choose music for your on-hold system, don't expect to get Yanni's greatest hits. Royalties for popular music is extremely expensive (consider the multi-million dollar pricetags for the rights to songs used in current TV ads). For this reason, services will highly discourage businesses from broadcasting a local radio station, since the royalties could potentially be astronomical. (See Licensing and Copyrights .)

Licensing and Copyrights

If you plan to use your MOH system to play music, make sure that all applicable copyright licenses have been secured--infringement fines range from $500 to $100,000 per musical piece. Most MOH companies, however, will take care of licensing issues for prerecorded programs.

There is currently legislation on the table (the "Fairness in Musical Licensing Act") that may abolish certain kinds of royalty fees for business establishments that play background music, radio stations or otherwise. Although the bill was initially targeted to the restaurant industry, there's no telling what the implications will be to other businesses if it passes the Senate.

Not surprisingly, this bill is vehemently opposed by major music licensing companies like ASCAP and BMI.

Pricing

MOH systems can cost anywhere from a few hundred to about a thousand dollars, excluding programming costs. (Not all services will require that you buy the unit, however.)

Over time, the cost of programs can easily exceed the initial cost of the MOH unit. Expect to pay $75 to a few hundred dollars for each program, with the cost varying according to the program's frequency and level of customization.

Special Tips

Before signing up...

Watch the competition

Thinking of playing a radio station on your MOH system? Check whether your competitors advertise there. You don't want to provide them with unintended endorsements!

Good voices may cost extra

Listen to samples of the professional voices that an MOH vendor utilizes before signing up. If you end up unsatisfied with the offerings, you may have to pay extra to hire outside help.

Check out your vendor's flexibility

Be sure to find out about vendors' purchasing policies. Look for a firm that is flexible with program contracts and outlines future pricing levels. Also, make sure you can upgrade if you find you need more programs than your initial contract stipulates.

Once you've bought...

Make sure you get all you pay for If you sign up for a package of multiple programs, keep track of the commitment. Some vendors won't issue updates unless prompted to do so.

Don't lose your message

If an MOH service is holding your master tapes, find out how long they wait before throwing them away.