Customers hate waiting on the phone because they call to quickly solve their problems, and waiting time means "you don't care about me". High hold time causes customers to cancel calls, get frustrated, and switch to competitors. Ways to reduce: enough staff during peak hours, call routing to the right people, automatic response on hold, let customers choose to "call back", and give repetition to the bot. Zenify recorded 74% of customers switching channels when service was poor.
TL;DR
- Hold time = time the customer waits from calling until someone is available.
- Long wait → customer cancels the call, gets frustrated, switches opponents.
- Reduced by: enough agents during peak hours, correct routing, automatic redial.
- Allow customers to enter available information, giving the bot the repetition.
- Measure hold time by the hour to arrange human resources correctly.
What is Hold time?
Hold time is the amount of time a customer calls the switchboard until an employee answers.
Does not count when staff are talking to customers.
Customer is waiting for music/phone is busy → both are holding time.
Why do customers hate waiting for the phone:
Every minute of waiting is a minute of "I'm not a priority".
Customers call because there is already a problem, waiting longer will only increase frustration.
Long wait → cancel call → may not call back, switch opponent.
What are the consequences of holding high time?
Consequences | Level
Cancel call | Customers leave, don't come back
Frustrated, irritated with agent | CSAT decreased
Switch opponents | 74% of customers change channels when service is poor
| Loss of revenue | Customers need to call but cannot reach anyone
The higher the holding time, the greater the cost; This is an indicator that should be monitored daily (see KPI call center).
8 ways to reduce hold time
1. Arrange enough agents during peak hours
Measure the number of calls by hour of the week → schedule for peak hours.
Use workforce management instead of "whoever is present listens" (see Workforce management).
2. Call routing to the right person immediately
Customers come to the right qualified staff the first time, no transfer.
Routing = hold time doubled (see Call routing).
3. Tell customers to "call back when it's their turn"
Customers do not want to hang on the phone → the system calls back when there is a staff member.
Reduce call cancellations, less angry customers.
4. Enter available information using IVR
The customer entered the order number/phone number from the beginning → the staff does not ask again.
Significantly shortens each call time (see What is IVR).
5. Give repetition to the bot
Simple questions for voicebot/chatbot to answer → fewer real calls.
No need for employees to listen to "business hours" and "shop address" (see What is Voicebot).
6. Update waiting status
Notice "estimated 2 minutes left", customers know they don't have to wait indefinitely.
Customers are willing to wait when they know the specific time.
7. Don't let the call "hang"
Call during off-peak hours but no one hears → cancel silently.
Configure mobile transfers or post-processing prompts.
8. Measure and refine weekly
View hold time by hour, by day → find "stuck" time.
Adjust schedule, routing, bot accordingly.