In 2012, an Adelaide man experienced an extraordinary wait time of 15 hours on hold with the airline Qantas. As he waited, a recorded message repeatedly assured him that a customer service agent would be with him “soon.” This incident, reported by Australia’s Sydney Morning Herald, highlights the often frustrating experience of being placed on hold. Many of us have pondered the nature of time while waiting on hold, albeit not usually for such extreme durations. Hold music, a staple of this modern purgatory, plays a crucial role in these moments of waiting.
The concept of hold music is relatively recent, despite the fact that live opera broadcasts were available via telephone to select audiences in late 19th-century Europe. Initially, being “on hold” simply meant waiting in silence, which was a small price to pay for the novelty of making a phone call. The first transatlantic telephone call from New York to Paris in 1928 was described by the New York Times as a thrilling experience, despite the wait time. However, as telephones became more common, the silence during hold times became a significant issue.
The breakthrough came in the spring of 1962 when Alfred Levy, a factory owner, filed a patent application for a “Telephone Hold Program System.” Levy’s invention aimed to address the problem of dead silence during hold times, which often led to callers abandoning their calls out of frustration. His solution was to connect the incoming call to a source of program material, such as music, to pacify the caller and make the wait more tolerable.
Levy’s discovery was accidental. A loose wire in his factory’s telephone system touched a steel girder, causing the system to pick up broadcasts from a neighboring radio station. Callers placed on hold no longer heard silence but music. This accidental discovery led to the birth of “music on hold.” Levy’s system was designed for subscribers with multiple incoming extensions or trunk lines, allowing a program signal to be introduced to the holding circuit.
The introduction of music to the holding system solved several problems. It reassured callers that they were still connected and alleviated the tedium of waiting. Over time, Levy’s idea was expanded upon, and the concept of “messaging on hold” emerged. Companies began to see the marketing potential of playing messages to callers on hold, promoting their business while keeping callers engaged.
Today, on-hold music and messaging are considered essential. Statistics from the On Hold Messaging Association indicate that callers stay on the line up to 25 percent longer with on-hold messaging than with silence or background music. Keeping callers on the line is crucial, as 34 percent of callers who hang up do not call back.
The psychology behind hold music is rooted in the “resource allocation model,” which suggests that music reduces the negative effects of waiting by distracting attention from the passage of time. Research supports the idea that something is better than nothing when it comes to waiting on the phone. A 1997 study found that callers reported shorter waits and higher satisfaction when they heard hold music compared to silence.
However, the type of music played can also impact the caller’s experience. A 1990 study found that younger people perceived their shopping time to be shorter with Top 40 music, while older shoppers felt the opposite. Familiar music can make the wait seem longer, as more events are associated with the music, expanding the perceived duration.
Advances in hold technology have also improved the waiting experience. Companies now provide estimated wait times, and some, like Apple, offer the option to schedule a callback. Interactive Voice Response systems and tandem queues further streamline the process, making it less painful for callers.
Alfred Levy’s accidental discovery in the 1960s revolutionized the way we experience hold times. His invention not only made waiting more tolerable but also paved the way for a new marketing channel. Today, hold music and messaging are integral to customer service, ensuring that callers remain engaged and reassured while they wait.
Source: Sydney Morning Herald, New York Times, On Hold Messaging Association, Journal of Retailing, Journal of Direct Marketing, Journal of Services Marketing, Acta Psychologica, Journal of Music Therapy, Tedium.com, NPR
