Executive Interview with MusicWorks’ David Sandler


It is interesting that what we may perceive as relatively “small” touchpoints can have a considerable impact on our customers’ experience. One such area is our music-on-hold experience, and the voices used in greetings and other applications. This sets the tone with our customers before they even start a conversation with our agents. 

My conversation with David Sandler, President of MusicWorks in Melville, NY, gave me insights into this area that I am excited to share with you.   

Q. What makes MusicWorks unique in the industry?

The truth is that nobody likes to be put on hold or be required to maneuver his or her way through an automated menu. But with the right creativity and the proper production, you can turn an often frustrating process into an experience that offers value to your callers and builds equity in your brand.

Many contact centers will dive deep into their analytics and metrics to improve customer interactions, yet they overlook that first impression. What do they sound like? Do synthetic or homespun voices support their brand? Does it support their authenticity? 

MusicWorks figures this all out for you. Then we apply our 23 years of experience in audio production, branding and CX to make sure that every touchpoint on your system has been curated.  

Q. What is your leadership’s top priority?

A large percentage of organizations cite customer experience as a competitive differentiator. Our top priority is to establish a customized, branded and corporately consistent customer experience throughout all telecom touchpoints in your organization. This will help to reduce caller abandonment and the frustration often experienced when callers are greeted with any type of automated voice application technology. 

Q. What is the most important thing you’ve learned from your customers?

We live in an on-demand world. This is what our clients want, so this is how we deliver. MusicWorks produces all of our content in-house, which enables us to write, record, format and deliver within moments. When there are no hurdles in the way and contact center managers have easy access to fresh content, it becomes a win-win for their brand and their customers.   

Q. What is the top pain point that your product fixes for your customers?

What’s the first thing we do when we hear a robocall with a synthetic voice? Immediately, we perceive it as a waste of time and hang up. It’s the voice that triggers this response.

It’s the same at your contact centers. When a caller is greeted with a synthetic voice, there is often a visceral reaction that subtly cues a negative reaction. We help our clients avoid this pitfall and establish a professional experience that is perfectly in sync with their brand identity. This will give callers the confidence they need to continue the telecom journey. 

We also fix the on-hold experience. Most contact centers just use the music that comes with the system. Why? You’re missing a huge opportunity to turn wasted hold time into an opportunity to sell, inform, educate or entertain. Turn this wasted hold time into an experience that adds value to your brand and the caller. It’s a win-win scenario. 

For example, USA Business Telephone Today found that when a group of 10,000 callers were placed on hold for one minute with silence, 52% of calls dropped off the line, and 27% thought their hold time exceeded five minutes. However, when 10,000 callers were placed on hold for one minute with a mix of messages and music, only 2% dropped off.

MusicWorks Logo

MusicWorks Can Help Your Company

  • Stand out in a saturated market with premium voice and audio recordings.
  • Improve customer satisfaction and retention.
  • Boost customer loyalty and appreciation.
  • Keep clients coming back.
  • Optimize your ability to promote current offerings.

David Sandler founded MusicWorks in 1997 and has grown the business into a leading international on-hold and in-store media company serving businesses of all sizes, including legendary brands, Contact Centers in the enterprise community, and multi-location businesses throughout the United States and Canada. David is responsible for directing MusicWorks’ growth, ensuring its financial stability and protecting its culture. When he is not producing commercials, composing music or performing with his band, you’ll find David enjoying life with his wife, Olivia, and their two children, Justin and Julia.