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How to Use Hold Time to Keep Callers Engaged and Informed

No one enjoys being put on hold. Still, it’s a reality for most businesses with phones ringing daily. What separates a caller who hangs up frustrated from one who stays on the line is how that waiting time gets used. Hold time doesn’t need to feel like limbo. When done right, it becomes a low-effort way to connect, inform, and even build trust before anyone answers.

Messaging during hold time isn’t about filling dead air. It’s about using that space with intention.


Treat Hold Time Like a Branded Interaction


The second a caller hits hold, the brand is still in play. This window becomes a moment to reinforce tone and purpose. It’s a chance to show the business is customer-focused and clear in its messaging.


Using a custom music that matches the brand's tone of voice helps callers feel they’ve reached the right place. Whether it’s calm or upbeat, the audio should mirror the tone of how the company speaks across all channels.


Some callers tune out background sound. Others listen closely. Either way, the impression sticks. Flat or jarring audio makes a brand feel dated or careless. But a smart mix of voice and tone leaves a better impression, even if the wait runs longer than expected.


Keep Messages Short but Specific


Long blurbs and drawn-out scripts lose callers fast. It helps to keep messaging tight, clear and varied enough to hold attention. Pacing matters here. A few seconds of music, then a useful message, followed by another short music break, gives space to process.


Messages that inform callers about operating hours, seasonal changes, or tips for quicker service give real value. This kind of info works well when phrased conversationally, not like a robot reciting a script.


The goal is not to keep selling but to offer something useful. Sharing answers to common questions or pointing out self-service tools online can help reduce pressure on the team once the call is live.


Use Sound to Manage Frustration


Most people don’t plan to sit on hold. They’re either calling with a need, a problem, or a question they couldn’t solve online. That comes with a level of urgency or at least impatience.


Music choices play a quiet role in helping callers wait longer without frustration building. Jarring, repetitive, or overly energetic tracks can make short wait times feel stretched. On the other hand, consistent tone and professional quality reduce friction.


There’s also the trust factor. Clear, studio-quality voiceovers make the business sound established and capable. Poor audio or scratchy tracks send the opposite message, even before a human picks up.


One Bullet List to Sharpen the Strategy


Make better use of caller hold time by:

  • Using custom messages that match the brand tone
  • Keeping scripts clear, under 20 seconds, and to the point
  • Mixing short music breaks with fresh updates to avoid repetition
  • Avoiding hard-sell tactics or long company bios
  • Prioritising clarity, professional sound quality, and caller ease


Update Messaging Based on the Season or Demand


Messages don’t need to stay static all year. Updating hold messages to reflect seasonal needs, current offers, or timely service tips keeps things relevant. This shows sincerity and that the business is actively managing their experience.


Even mentioning adjusted trading hours over holidays or alerting customers to a busy period, helps manage expectations. Updates don't need to be frequent. Rotating messages every few months keeps regular callers from tuning out.


This type of planning also helps teams anticipate spikes in demand. By adjusting messaging slightly ahead of known busy times, businesses can get ahead of the rush and reduce back-end pressure.


Give Callers a Reason to Stay


If a caller hits hold and hears silence, static, or bland looping music, chances are they’ll hang up before someone answers. But when the time is filled with purpose, they’re more likely to stick around.


Messages on hold are one of the most overlooked customer touchpoints. Done well, they don’t just retain callers—they add to the brand’s credibility.

author

Chris Bates



STEWARTVILLE

JERSEY SHORE WEEKEND

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