Sometimes, it simply isn't economically feasible to have a live human answer every call immediately.

That doesn't mean a bad hold experience is inevitable.

If customers occasionally have to wait, the goal should be to design that wait so it demands as little of their time, attention, and patience as possible. Unfortunately, many common hold-system practices do the opposite.

Typical Hold Experience Design Flaws

Telling customers to visit your website

"If you don't want to wait, you can visit us online at..."

Often, the customer's inability to accomplish what they needed online is the entire reason they're calling you.

Stopping the hold music to make an announcement

The music stops. The customer thinks someone answered, grabs the phone, and hears:

"Your call is very important to us..."

Nobody answered. The system just interrupted the customer to tell them they're still waiting.

Telling customers how much you value their time

"We know your time is valuable."

"We value your time."

"Your call is very important to us."

These messages are being delivered by a robot while the customer is experiencing the opposite.

Design the experience to demonstrate that you value their time instead.

Repeating messages instead of providing information

"Thank you for continuing to hold. Your call is important to us."

Repeating this every few minutes doesn't help the customer. If you're going to interrupt them, provide useful information.

Calling normal call volume "unusually high"

"We are currently experiencing unusually high call volume."

If customers hear this message every time they call, the volume isn't unusual. It's your normal call volume.

Advertising to a captive audience

Someone waiting for help probably doesn't need to hear about your latest promotion, loyalty program, or premium service.

Don't turn an unavoidable wait into an advertising opportunity.

Designing a Better Hold Experience

Set expectations

If you can reasonably estimate the wait, tell the customer:

"Your estimated wait is approximately 12 minutes."

For longer waits, provide an update when that estimate meaningfully changes.

Keep the music playing during automated updates

Lower the music during automated updates instead of stopping it. Use a consistent tone for those announcements and a completely different sound when an actual representative connects.

Offer a callback

For longer waits:

"Your estimated wait is approximately 20 minutes. Press 1 and we'll call you when a representative is available. You will not lose your place in line."

Let customers stop paying attention

Tell customers what will happen when someone actually answers:

"Feel free to put your phone down or continue with what you're doing. You'll hear a distinct chime when a representative is ready."

Interrupt only when you have useful information

A meaningful wait-time update, queue position, callback option, or specific self-service option can justify an interruption.

If nothing has changed, let the music play.