You know many of your customers better than they do.
We make a lot of calls, and spend a lot of time on hold – so we know a lot of people still use their On Hold Marketing defensively, playing generic messages about basic services. Your customers already know why they called, and while advertising those generic services and products isn’t bad, it doesn’t earn you any money you weren’t already making, and you want to make more.
When you tune in to the radio (or log in to an online streaming service), you already have a sense of what you want to listen to, and you won’t forget your favorite song if Spotify went away tomorrow. You access those services to get what you want, but you stick around because they suggest other things you might not have otherwise listened to. It’s why you don’t hear Jay-Z on the Classic Rock station, and why YouTube has a list of “Up Next” videos on the sidebar – the power of suggestion.
In most cases, you won’t hear anything you’ve never heard before, just something you weren’t thinking about. Internet companies do the same thing: they track your search history so they can remind you of what they think you like, and get you to spend money on that stuff again.
You know your customers much better than Google or Amazon knows you. Use that knowledge with your On Hold Marketing, and put the power of suggestion to work for you.