We have spent a LOT of time on hold in the last few weeks. Like enough minutes to add up to a week in Mexico. *Sigh* We’ve been waiting to talk to banks and government offices and the DMV and an airline rewards booking system and school boards and doctor’s offices and more. After compiling many hours of data (read: wasting hours of my life with a phone glued to my ear) I have started to identify certain annoying features common to most electronic holding pens that, if remedied, could dramatically improve the waiting experience of the customer.
Let me ‘esplain:
1. The Menu System - Let’s not kid ourselves…all customers are getting herded into the same queue. Pretending otherwise just irritates your customers. Start off the call with a short message like “Hello customer! We all know you’re going to wait a long time so let’s cut the bullshit and get you straight into line so you can get off the phone as soon as possible! You’re welcome!”. The customer will thank you. Trust me.
2. Honesty is the Best Policy - If you are going to estimate a wait time for your callers, please, for the love of everything holy, be conservative in your estimate! Don’t tell me it’s going to be five minutes and then proceed to make me wait thirty minutes. I’m just watching the clock so that I can start getting worked up the first second you exceed your projected wait time. Really? Don’t tell me at all. It’s just depressing. I’d rather not know.
3. Musak - Another area where it’s good to be honest about your wait times is when it comes to selecting music for your caller to listen to when on hold. Nobody likes that crappy Musak or the top ten list of three years ago one time, let alone 57 times in a row. Telling yourself that a ten song loop is enough because NO ONE will EVER wait more than 20 minutes in a row in your queue is more than a little naieve, don’t you think?Why not play news clips? Or short stories in audio format? Or TED Talks? Something that will actually pique my interest, rather than make me want to stab myself in the eardrum. Then at least I might have been genuinely entertained or at least feel slightly more informed on current events when I finally reach an operator and therefore slightly less cranky about my long wait. And if you must make Musak loops PLEASE make them 24 hours long so your callers will (hopefully) not have to hear a repeat while they wait.
4. Recorded Voices - Why do the recorded voices always sound so bored and boring? Why can’t you use men and women with exotic foreign accents to tell me to press 5 to speak to a customer representative? I’d much rather hear a sexy Italian man say “Fodr de Engalish, pdress one! To speaka de Italiano with me, Antonio, pdress de two! We weel make da sweet love alla night!” More people might choose to spend time with Antonio, rather than trying to sort out social security numbers or set up bank accounts, and you may find you have less calls than you originally thought!
5. Messages while you are waiting - Almost every queue recording has a pre-recorded message which replays every minute or so that goes something like this: “We are currently experiencing higher than normal call volume. Please stay on the line and one of our customer service representatives will be happy to help you as soon as they are available.” This message is unnecessary and it gets increasingly annoying as time drags on. The first time it sounds like: “We are just so dog-gone glad that you called! We want to assure you that your business is important to us by letting you know that our people are just standing by to help you!” But after a couple more repeats it comes across more like: “We’d be negligent in our duty if we didn’t let you know that you ARE actually still in the queue and we’d like to condescendingly remind you to stay on the line until we are good and ready to talk to you.” After several hours (yes, we’ve had to wait this long a number of times recently) all I hear is “BWAAAHAAHAHA!!! It’s too late for you to hang up now, SUCKER!!! You may want to hang up but we both know you won’t because you don’t want the last twenty minutes ninety minutes 4.5 hours to be a waste! All you can do is sit there and take because you, my friend, are the telephone’s bitch! Enjooo-oooy!” Just scrap the recording altogether. Or replace it with
6. Interruptions to Waiting Process by Real Live People - This is one of the cardinal sins of the queue. Having someone interrupt your wait to ask a small, unimportant question, or to transfer you to another queue is BEYOND FRUSTRATING. After waiting so long you think you’re FINALLY going to get down to business just to be told that no, you will have to wait longer. Please don’t interrupt my wait if you’re not prepared to serve me yet! It just makes me hostile when I finally do get through to the actual customer rep. Just let me wait in peace.
7. Dropped Calls - This is The Big Cardinal Sin. Dropping a call with a customer who has waited for a long time in a queue is just unforgivable. If a call is dropped the company should be the ones coming crawling to the customer, begging for forgiveness. And they should come with gifts in hand to make up for the mistake. Under no circumstances should the customer have to wait in the queue again. The customer rep should call back IMMEDIATELY so as to catch the desperate and homicidal caller before they dial the number again. Last night my husband waited two hours only to speak briefly with a rep before the rep accidentally dropped the phone and hung up on him. He had to wait over two more hours to finally finish the business he originally called to complete. After he hung up it took me another three hours to get him to stop weeping.
The truth is, most companies know that we have very little choice but to sit there, listening to their musak and just take it up the hooha. They have no real motivation to change their systems. Bottom line? I need to start brushing up on my voodoo. Because that’s all that’s going to help me now!


