Dentists risk losing custom by playing generic music on hold

The research conducted by audio branding specialist, PHMG, which audited 100 firms in the dentistry trade, discovered the large majority risk losing custom by subjecting customers to generic music and audio while on hold.

Typically, waiting on hold is seen as a major bugbear but 40 per cent of dentists still leave customers listening to nothing but generic music. A further 33 per cent subject them to beeps, while 22 per cent leave callers in silence and three per cent force them to listen to ringing.

No companies were found to employ brand consistent voice and music messaging – viewed as the best practice approach to handling calls – less than the national average of two per cent.

Mark Williamson, sales and marketing director at PHMG, said: “Call handling remains a critically undervalued element of customer service and marketing. A previous study of 1,000 UK consumers found 73 per cent will not do business with a company again if their first call isn’t handled satisfactorily.