BizSugar.com › Marketing › How a Phone Call Can Destroy Your Brand - Associated Content - associatedcontent.com

AVAYA, a global leader in corporate networking solutions and services, reported in a May 2001 Press Release, Don't Play it Again, Sam, "Poor 'hold music', or even worse none at all, had the potential to cause over half of callers to abandon calls to customer contact centres" and that "15 percent of all callers will not call back." AVAYA goes on to say; "Most surprisingly, the research concluded that, in certain cases, playing the wrong music may have a worse effect than playing none at all." Just because you are playing Music doesn't necessarily mean it will have the desired effect of caller retention.