523:, aimed to determine perceptions of business call handling standards. It found just 23% of British people are happy with the way their calls to business are handled, with satisfaction levels being particularly low among the older generations - just 12% of 55- to 64-year-olds claimed to be satisfied. Despite this, it also found 45% of UK consumers are happy to hold longer than a minute during calls to businesses and only 6% are not willing to wait at all.
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States who are holding the line in silence hang up within 60 seconds. A study by North
American Telecom found that callers hearing music on hold will stay on the line 30 seconds longer than callers experiencing silence, and callers hearing commercials on hold will stay on the line for up to 3 minutes longer.
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Identical research conducted in the USA among 2,234 consumers also found less than a third of
Americans are satisfied with the way businesses handle their calls. Similar to the UK, older generations are less satisfied, with only 28% of 45- to 64-year-olds claiming to be happy with how their calls are
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Rather than selecting a generic or neutral voice style, companies may instead choose to deploy the regional accent which best represents their brand. This may be an accent specific to their location or simply one which best reflects their perceived values. In particular, research found the
Scottish
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70% of consumers are put on hold for more than 50% of their calls; 68% of consumers are put on hold for longer than one minute; 73% of consumers want to hear something other than beeps or silence while on hold; 72% of personal calls to businesses are made at home on a landline; 60% of consumers are
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An AT&T study found that more than 70% of business phone calls in the United States are placed on hold for an average of 45 to 60 seconds each. Meanwhile, a USA Today study found executives spend 15 minutes a day or 68 hours a year on hold. A CNN survey found that 70% of callers in the United
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In
November 2011 an omnibus survey of more than 2,000 UK consumers highlighted several key figures related to modern business communications and specifically to on hold messaging. Conducted by ICM on behalf of audio branding specialist
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handled, compared to 37% of 18- to 34-year-olds. There is little variation between regions, although people in the South and the
Northeast were found to be most satisfied (33%), followed by the Midwest (32%) and the West (31%).
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is a service used by businesses and organizations of all sizes to deliver information to their callers waiting on hold or while they are being transferred. Also called audio marketing, on-hold messaging is a specialist area of
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Particularly in the United
Kingdom, there has been an increasing move among businesses towards the use of regional accents and dialect in their on-hold marketing. Research conducted by audio branding specialist
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among UK businesses discovered a 27% rise in the use of accents between
January 2012 and January 2013.
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accent is perceived as trustworthy and reassuring while the
Yorkshire accent, used by brands such as
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475:. It seeks to represent the personality of a business in the medium of audio.
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613:"Seventy per cent of consumers put on hold for longer than a minute"
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in television and radio advertising, is seen as wise and honest.
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690:"Consumers want businesses to improve their phone manner"
718:"Most Americans dissatisfied when calling businesses"
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A 2014 study among 1,000 UK consumers, conducted by
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676:"By 'eck accents are back in fashion tha nos"
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704:"Is time on hold really that annoying?"
615:. freshbusinessthinking.com. 2012-06-30
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495:in front of a computer while on hold.
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738:Audio Marketing Association (Europe)
590:"The Importance of On-Hold Messages"
736:http://www.amaeurope.org/index.php
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637:. smallbusiness.co.uk. 2012-06-29
635:"Customers perennially on hold"
569:. On Hold Messaging Association
567:"On Hold Messaging statistics"
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732:On Hold Marketing Association
678:. Prolific North. 2013-02-08.
27:Telephone marketing technique
657:"Business Diary: January 29"
545:"What Is On Hold Messaging?"
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375:Promotional representative
370:Promotional merchandise
355:Out-of-home advertising
144:Account-based marketing
179:Horizontal integration
365:Product demonstration
217:Corporate anniversary
752:Marketing techniques
380:Visual merchandising
310:Behavioral targeting
184:Vertical integration
164:Influencer marketing
592:. Houston Chronicle
514:O2 (United Kingdom)
492:, the survey found:
330:In-game advertising
320:Display advertising
196:Promotional content
413:Marketing research
350:Online advertising
340:Native advertising
335:Mobile advertising
287:Sex in advertising
104:Consumer behaviour
720:. Business First.
464:On-hold messaging
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423:Consumer research
304:Promotional media
292:Underwriting spot
267:Product placement
247:On-hold messaging
237:Loyalty marketing
154:Product marketing
149:Digital marketing
18:On-hold marketing
16:(Redirected from
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315:Brand ambassador
252:Personal selling
242:Mobile marketing
222:Direct marketing
207:Ambush marketing
174:Annoyance factor
159:Social marketing
109:Consumer culture
89:Brand management
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134:Segmentation
59:Distribution
53:Key concepts
596:14 February
573:25 February
551:14 February
227:Franchising
202:Advertising
169:Attribution
94:Co-creation
641:2012-07-03
619:2012-07-03
547:. wiseGEEK
531:References
479:Background
385:Web banner
272:Propaganda
79:Activation
43:Management
706:. Bdaily.
469:marketing
345:New media
277:Publicity
129:Promotion
114:Dominance
34:Marketing
746:Category
473:branding
402:Research
257:Premiums
212:Branding
139:Strategy
673:Article
654:Article
632:Article
610:Article
74:Service
64:Pricing
262:Prizes
124:Ethics
69:Retail
232:Label
598:2013
575:2013
553:2013
471:and
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659:.
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