On Hold Messaging for Large, Multi-location Companies

Companies with multiple locations face an interesting problem when implementing a large-scale on hold marketing promotion: how does one cost-effectively deliver and verify controlled marketing content to isolated systems at numerous remote locations?  The question becomes particularly relevant when you consider the potential value of the on hold airtime of large, multi-location companies.  The qualified reach of the on hold airtime of a nation-wide company can be comparable to that of a nationally syndicated radio program, but at a fraction of the cost.  However, the medium is largely underutilized by these companies due to inherent difficulties in managing large numbers of remote players. While a variety of systems have been developed attempting to address the issue, the technology available for on hold messaging systems has not historically lent itself to efficient content delivery to branches, chains, and affiliates on a large-scale basis. 

CD, cassette, and other removable-media based systems are troublesome and time consuming to operate.  Besides the tendency of mechanical devices to wear out over time, even solid-state devices are problematic.  Any changes in message or music content require the creation and distribution of updates.  Once distributed, employees at some locations may not install the update, may lose the removable media, may install out-of-date content, or may substitute their favorite unlicensed music, which may expose the company to copyright infringement liability and may be offensive to your customers.

Remote upload systems that receive content updates through phone lines offer some advantages over removable media-based systems.  However, remote upload systems are still complicated and inefficient.  Music and message updates take place in real-time (easily more than 10 minutes per location), occupy a phone or fax line during the upload, and have reduced sound quality due to use of an analog phone line for audio upload.

These deficiencies have led most multi-location companies to leave the selection of an on hold messaging service provider to the discretion of the individual locations.  This hands-off approach allieves the burdens associated with centrally managing a large number of players, but leads to inconsistent message content across the organization and a loss of oversight and control.  The net result is the gross underutilization of an important company asset and potential exposure to liability for any copyright infringement or compliance issues on any of the disparate systems playing throughout the organization.

The answer is a system that can draw on the power of the Internet.  Internet based systems allow centralized control of program content and the deployment of custom messages to any number of remote locations anywhere in the world with Internet access.  Additionally, because of the flexibility of web-based management, players can easily be grouped and sub grouped to match virtually any organizational structure, such as geographic regions or business divisions.  Moreover, playlists can be automatically generated and loaded onto net-based players according to schedules.

Such systems are available today and are an invaluable tool for multi-location companies.  On hold airtime is a valuable asset of any company, but the qualified reach of large multi-location companies makes their cumulative airtime particularly important.  Internet based on hold messaging is essential for any company with multiple locations, to allow for the integration of on hold messaging into the company’s overall marketing mix.