Usually, the first impression of a company is created from the telephone. Some or other point of time, calls are set to hold in order to gather information or any urgency. Therefore, the feature like On Hold music helps to dissuade callers from hanging up the phone and stay connected for longer if it takes more time than expected for the respondent to answer. IVR services provide companies setting their customized music or company’s jingle as an on-hold feature through a user interface. This leads to prove a detrimental factor in creating an engaging and productive environment for callers.