Music and on-hold messages: what really keeps your customers on the line
Most companies believe that playing music whilst customers are on hold solves the problem. The data tells a different story. Music alone reduces the hang-up rate by just 3 % compared with silence, according to research by the American Psychological Association. By contrast, providing useful information whilst callers are on hold keeps them on the line for up to 3 minutes longer.
This figure completely changes the way we approach telephone queues. It’s not a question of choosing music: it’s a question of creating content. This guide explains what really influences a caller’s behaviour whilst on hold, and how to design a sequence that keeps them engaged without irritating them.
This figure completely changes the way we approach telephone queues. It’s not a question of choosing music: it’s a question of creating content. This guide explains what really influences a caller’s behaviour whilst on hold, and how to design a sequence that keeps them engaged without irritating them.
Why your customers perceive waiting times as twice as long as they actually are
A study by Coriolis Service measured the gap between the actual waiting time and the time perceived by callers. The result: the actual average waiting time is around 2 minutes, whereas customers estimate they wait nearly 5 minutes. That is more than double.
This distortion is not insignificant. It explains why customers hang up after 90 seconds, thinking they have been waiting for several minutes, and why frustration builds up long before the actual waiting time becomes a problem.
Cognitive psychology is clear on this point: in the absence of stimulation, the brain overestimates the time that has elapsed. This is precisely where music and the message come into play, not as mere accessories, but as regulators of our perception of time.
This distortion is not insignificant. It explains why customers hang up after 90 seconds, thinking they have been waiting for several minutes, and why frustration builds up long before the actual waiting time becomes a problem.
Cognitive psychology is clear on this point: in the absence of stimulation, the brain overestimates the time that has elapsed. This is precisely where music and the message come into play, not as mere accessories, but as regulators of our perception of time.
How music actually affects the caller’s behaviour
Music has an effect in two distinct ways whilst on hold.
The emotional aspect. A slow to moderate tempo, around 60 to 80 BPM, produces a measurable calming effect. It reduces perceived stress, slows down the perception of time and reduces irritation. Conversely, music that is too lively or upbeat may seem out of place depending on the context: cheerful, upbeat music played whilst queuing at a complaints desk creates a disconnect that heightens frustration.
The identity dimension. On-hold music conveys a brand image even before a member of staff picks up the phone. Music that is consistent with your brand positioning – classical for a law firm, dynamic for a creative agency, neutral and professional for a generalist SME – creates continuity between what your company says about itself and what the caller experiences.
There are two common mistakes to avoid. Using your telephone system’s default music: it is so widespread that it is now associated with a generic, characterless hold music. And using music with lyrics: this creates a cognitive conflict between what the customer hears and what they are thinking, which increases the perceived length of the wait rather than reducing it.
The emotional aspect. A slow to moderate tempo, around 60 to 80 BPM, produces a measurable calming effect. It reduces perceived stress, slows down the perception of time and reduces irritation. Conversely, music that is too lively or upbeat may seem out of place depending on the context: cheerful, upbeat music played whilst queuing at a complaints desk creates a disconnect that heightens frustration.
The identity dimension. On-hold music conveys a brand image even before a member of staff picks up the phone. Music that is consistent with your brand positioning – classical for a law firm, dynamic for a creative agency, neutral and professional for a generalist SME – creates continuity between what your company says about itself and what the caller experiences.
There are two common mistakes to avoid. Using your telephone system’s default music: it is so widespread that it is now associated with a generic, characterless hold music. And using music with lyrics: this creates a cognitive conflict between what the customer hears and what they are thinking, which increases the perceived length of the wait rather than reducing it.
Why the message makes the difference that music alone does not
The American Psychological Association’s study is clear: callers do not stay on the line because they enjoy the music. They stay because they receive something useful whilst they wait.
This usefulness can take various forms. Practical information, such as opening hours or the procedure to follow, prevents a second call. A marketing update capitalises on a moment when the listener’s attention is fully engaged. A reassuring message reduces the uncertainty that leads to the caller hanging up.
According to a study by Arizona State University, the most disliked phrase is: «Your call is being taken, please hold.» ” This meaningless message is more irritating than reassuring. It tells the caller everything except what they actually want to know: how much longer they’ll have to wait, and why it’s worth the wait.
This usefulness can take various forms. Practical information, such as opening hours or the procedure to follow, prevents a second call. A marketing update capitalises on a moment when the listener’s attention is fully engaged. A reassuring message reduces the uncertainty that leads to the caller hanging up.
According to a study by Arizona State University, the most disliked phrase is: «Your call is being taken, please hold.» ” This meaningless message is more irritating than reassuring. It tells the caller everything except what they actually want to know: how much longer they’ll have to wait, and why it’s worth the wait.
The ideal structure: alternating between messages and music
The most effective sequence is neither purely musical nor purely verbal. It involves a regular alternation between the two, with precise durations.
The message should last between 20 and 30 seconds. This is the ideal length to ensure it is heard without becoming tedious. Any longer, and the caller’s attention will wander before the message has finished, rendering it pointless.
The musical range should last between 30 and 60 seconds. It gives the caller time to catch their breath between messages and prevents information overload.
The complete soundtrack must last at least 1 to 2 minutes before repeating. A musical loop that is too short creates an anxiety-inducing repetitive effect that increases frustration as the wait drags on.
A typical sequence looks like this: a 25-second message, followed by a 45-second piece of music, then another 25-second message, followed by another 45-second piece of music. This alternation keeps the listener’s attention without overwhelming them and gives each message time to be properly heard.
The message should last between 20 and 30 seconds. This is the ideal length to ensure it is heard without becoming tedious. Any longer, and the caller’s attention will wander before the message has finished, rendering it pointless.
The musical range should last between 30 and 60 seconds. It gives the caller time to catch their breath between messages and prevents information overload.
The complete soundtrack must last at least 1 to 2 minutes before repeating. A musical loop that is too short creates an anxiety-inducing repetitive effect that increases frustration as the wait drags on.
A typical sequence looks like this: a 25-second message, followed by a 45-second piece of music, then another 25-second message, followed by another 45-second piece of music. This alternation keeps the listener’s attention without overwhelming them and gives each message time to be properly heard.
What to say and what not to say
What works.
Provide information on a realistic waiting time: «All our advisers are currently online; your estimated waiting time is less than 3 minutes.» Transparency reduces frustration even when the wait is long.
Provide useful, actionable information: «Did you know that you can also contact us by email at [address] for non-urgent enquiries?» This alternative reduces the pressure on the queue whilst offering the caller a smooth way out of the call.
Announce relevant news: «We are launching [new service or offer] from [date]. Ask your adviser for further details.» The waiting time becomes an opportunity to provide sales information.
Highlight your expertise or your commitments: «Since [year], we have been supporting [type of client] in [field]. Thank you for your trust.» Short, factual, reassuring.
What isn’t working.
Hollow phrases repeated over and over – such as «Your call is important to us», said five times in a row – have the opposite effect to that intended.
Broken promises regarding time limits: announcing a 2-minute time limit when the actual duration exceeds 8 minutes undermines trust even before the conversation begins.
Messages that are identical in every loop: repeating the exact same message every 30 seconds is perceived as a sign that nobody is actually managing the queue.
Provide information on a realistic waiting time: «All our advisers are currently online; your estimated waiting time is less than 3 minutes.» Transparency reduces frustration even when the wait is long.
Provide useful, actionable information: «Did you know that you can also contact us by email at [address] for non-urgent enquiries?» This alternative reduces the pressure on the queue whilst offering the caller a smooth way out of the call.
Announce relevant news: «We are launching [new service or offer] from [date]. Ask your adviser for further details.» The waiting time becomes an opportunity to provide sales information.
Highlight your expertise or your commitments: «Since [year], we have been supporting [type of client] in [field]. Thank you for your trust.» Short, factual, reassuring.
What isn’t working.
Hollow phrases repeated over and over – such as «Your call is important to us», said five times in a row – have the opposite effect to that intended.
Broken promises regarding time limits: announcing a 2-minute time limit when the actual duration exceeds 8 minutes undermines trust even before the conversation begins.
Messages that are identical in every loop: repeating the exact same message every 30 seconds is perceived as a sign that nobody is actually managing the queue.
Tailor the message content to your sector
Medical and paramedical professions. The on-hold message should be reassuring and straightforward. Avoid any sales-related messages. Focus on practical information: what to do in an emergency, a reminder of opening hours, and the option to book an appointment online.
Commerce and retail. The waiting time can be used to promote current offers, announce new products or remind customers of the physical shop’s opening hours. The tone can be more lively.
Professional firms (legal, accountancy, consultancy). Discretion and professionalism are essential. A factual message about your areas of expertise or your confidentiality commitments helps to build trust whilst clients are waiting.
B2B services. You can use this waiting time to highlight your area of specialism, announce an event or direct customers to your online customer portal.
Commerce and retail. The waiting time can be used to promote current offers, announce new products or remind customers of the physical shop’s opening hours. The tone can be more lively.
Professional firms (legal, accountancy, consultancy). Discretion and professionalism are essential. A factual message about your areas of expertise or your confidentiality commitments helps to build trust whilst clients are waiting.
B2B services. You can use this waiting time to highlight your area of specialism, announce an event or direct customers to your online customer portal.
The issue of music rights
Any commercial music played on a telephone hold line is subject to legal obligations under SACEM and SCPA. A popular song that you enjoy cannot be used freely in a professional context without registration and the payment of the relevant royalties.
Royalty-free music is the obvious alternative: it can be used without the need for a licence, without paying royalties and with no time restrictions. Its quality has improved considerably in recent years, particularly thanks to AI-generated music, which now offers a professional sound that is indistinguishable from commercial productions.
To gain a clear understanding of the legal framework and the differences between commercial music and royalty-free music in the context of on-hold music, please see our A comprehensive guide to SACEM and SCPA rights.
Royalty-free music is the obvious alternative: it can be used without the need for a licence, without paying royalties and with no time restrictions. Its quality has improved considerably in recent years, particularly thanks to AI-generated music, which now offers a professional sound that is indistinguishable from commercial productions.
To gain a clear understanding of the legal framework and the differences between commercial music and royalty-free music in the context of on-hold music, please see our A comprehensive guide to SACEM and SCPA rights.
When to update your on-hold message
A hold message that refers to an expired offer, a past event or opening hours that are no longer up to date is just as damaging to the company’s image as a poor choice of music. The rule is simple: your telephone hold message must reflect your current situation.
The following situations require an update: a change to opening hours, the launch of a new service, a holiday period, an ongoing or completed sales campaign, or a change to the contact person mentioned in the message.
With Voconix, you can update your on-hold message in just a few minutes via your browser. The new file is automatically sent to your telephone provider. Your message will be active within a few hours, with no recording session and no technical assistance required.
The following situations require an update: a change to opening hours, the launch of a new service, a holiday period, an ongoing or completed sales campaign, or a change to the contact person mentioned in the message.
With Voconix, you can update your on-hold message in just a few minutes via your browser. The new file is automatically sent to your telephone provider. Your message will be active within a few hours, with no recording session and no technical assistance required.
