Fonolo has announced the top ten worst hold time offenders of 2021, casting some unwelcome light over many prominent brands.
Working with OnHoldWith.com, the companies collected a comprehensive data set, logging real-time complaints about hold time through Twitter.
Delta Airlines took the top spot, as carriers and financial services dominated the charts. These sectors have undoubtedly struggled after a tumultuous year. Yet, they have also featured unfavourably in many previous editions of this list.
Indeed, this is the second time Delta Airlines has climbed its summit since 2017. Brands such as American Airlines, JetBlue Airways, and Chase Bank also regularly feature.
Of course, the pandemic has added an extra layer of disruption. However, customers see COVID as an excuse that is wearing thin. After all, in the case of many brands, long hold times are a longstanding issue.
Taking a more positive view of the current state of contact centre wait times, Shai Berger, CEO of Fonolo, adds:
Over the past year, we’ve really been able to see those brands who have risen above their circumstances to provide excellent service. That’s where the bar is, and customers expect you to meet it if you want their business.
When brands fall short of these expectations, customers take to social media to vent their frustration. For the ten brands highlighted below, this is a common occurrence.
1. Delta Airlines
“Thank you for calling Delta airlines, your current hold time is six hours. Please wait on the li—“ pic.twitter.com/p3J9gNxUTr
— THANQS WAS RIGHT! (@MindofLoki) June 22, 2021
2. American Airlines
American Airlines Customer Service line just said that the hold time was going to be between 1 hour 28 minutes and 11 hours.
— Young Man Yells at Cloud (@RyanMarkustin) July 25, 2021
3. Virgin Media
@virginmedia STILL waiting, this is the second time I’ve been on hold during this call. Total conversation time can’t be more than 15 minutes, that’s 2 hours and 15 minutes of hold time. You are despicable if you think it’s okay to treat loyal customers this way!! pic.twitter.com/VMya0PscbV
— Marty Ventura (@TheMartyVentura) December 10, 2020
4. IRS
IRS hold time is over 2 hours and counting right now…
I’m thinking it will end up being 3 total before I can talk to someone about the electronic payment error on their website…
I mean they literally make everything more difficult than it needs to be.
Not a fan.
— Roberto Blake 🇺🇸🇵🇦🗽Creative Entrepreneur (@robertoblake) September 24, 2021
5. Verizon
Hold time to speak to rep at @Verizon is stated to be 4 minutes…I’m still in hold after 30 pic.twitter.com/BVn5mbw8k2
— Kate Casella (@katie_MYlady4) September 18, 2021
6. Southwest Airlines
94 minute hold time for @SouthwestAir phones. pic.twitter.com/Dwwl39Kz6L
— Stanley Roberts (@StanleyRoberts) June 11, 2021
7. JetBlue Airways
Hi @JetBlue, I have a time sensitive emergency & was just given a 4+ hour hold time by your automated phone system.
This cannot really be, right? Is this more austerity disguised as pandemic response?
Are we going to have to drive to the airport to talk to someone?
— NYC Angry Mom (@angrybklynmom) August 1, 2021
8. WestJet
How is your hold time STILL GREATER THAN TWELVE HOURS, @WestJet??? pic.twitter.com/uv8i8ODyEl
— Mara Marini (@popgloss) June 22, 2021
9. Chase Bank
“The hold time to speak to a Chase Bank representatives is only 136 minutes”?!?! 🕺I feel like I won the lotto!!!
— Daniel Newmaη (@DanielNewman) April 21, 2020
10. T-Mobile
Nice work @TMobile on hold now for 45 mins. You said you would call me back in 10 mins, didn’t happen, then told me my hold time was 10 mins 45 mins ago. Stay hot
— Wes C (@WesClements22) February 13, 2021
With many customers waiting for over an hour, businesses will likely blame widespread recruitment woes and high attrition rates for endangering the customer service experience.
Naturally, these are significant obstacles to overcome. Nevertheless, contact centres may reduce contact volumes by enhancing digital automation strategies, eliminating pain points, and simplifying customer journeys. Doing so will drive down hold time.
Yet, in high-pressure environments – where contact centre leaders are constantly firefighting – it is challenging to create the breathing space to work towards these goals. Stakeholder intervention is crucial to attaining the time and human resources to build better experiences.
After all, modern customers are not so forgiving of long wait times. As McKinsey & Company report: “Customers believe they can get whatever they want, whenever they want, within minutes.”
If CX transformation initiatives fail to reduce wait times, businesses risk disillusioning the modern customer. As such, these companies can expect to lose out to those that deliver more effortless experiences.
