The greatest benefit of telephone on hold music is it lowers the call desertion rate. This is important because, according to a recent CNN survey, about 35% of callers who drop their phone calls usually do not call back. Music on hold prevents boredom as well as the voice-overs such as 'your call is important to us' and 'someone will be with you shortly' keep callers on the calls. A survey by Cellular Marketing Magazine signifies that 90% of phone callers prefer on hold messages to silence and a market research by Telemarketing Magazine shows that 25% to 40% of callers buy goods or services based on the information they heard while holding. This means including a promotion of your company as well as its products/services and together with a call to action will lead to greater ROI (return on investment).
There are various sources of music for hold. These include off-the-shelf commercial CDs, custom-designed MOH (with or without voice-overs), stock MOH CDs (with or without voice-overs), online on hold, and radio. All the music can be played by a music on hold player. It is therefore, crucial that you buy a music on hold player which accommodates all the music sources. It is essential that you know the law regulations governing these music sources so that you can pick the most appropriate source.
The only sources of music for hold you could play with no fear of legal action are custom-designed MOH as you could choose music which is not copyrighted and stock MOH CDs since these CDs are made for MOH and they therefore feature music that has already been licensed or that is not protected by copyright laws. You need to pay if the telephone on hold music is coming from the radio as even radio stations have to pay licenses themselves and they also do not have re-broadcasting rights. With commercial CDs, only play the music if the users had gotten permission from the song's title copyright owner (if the song is not in the 'public domain') and from the song's mechanical copyright owner. There are features that allow your music on hold player to choose, download, and play music which doesn't infringe on copyright laws when playing online on hold music. So it is, essential that you look at the features of your music on hold player before making a purchase.
You could get classical telephone on hold music since most classical music does not require licenses and you can use royalty free music that is available to license online, or via your on-hold production company. If you want to get your music from radio, you could also get your music from subscription music sources like Muzak and the likes of Music Choice if you have cable TV service. Licenses can be obtained by BMI, AMS Music, and ASCAP, which are the U.S representatives for music copyright owners. These are also the administration agencies. Currently, the fine for playing radio music on hold is $1,500 if you get an out of court settlement. Typically, copyright infringement fines can range from $500 to $150,000.
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