Most of us hate being put on hold. What most of us like even less, however, is being put on hold in total silence. Some studies have shown that for callers faced with silence, the threshold for remaining on the line is less than 40 seconds. People who call your business usually call because they want to, and putting them on hold in silence for anything longer than a few seconds is a good way to lose the caller for good.
Even the smallest of businesses can give callers an entertaining (or even informative) alternative to waiting in silence by using a messaging on hold, or MOH, system.