Your call is very important to us. Please stay on the call.


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How many times have we heard this and felt the exact opposite. I hate listening to some automated machine telling me that the company thinks my call is important to them and yet they put me on hold for more than 5 mins.

Has the company’s senior management ever waited for 5 mins on a call to register a complaint or to seek more information or ask a question?

So, what can we do to totally avoid this situation.

  1. Hire more agents. Train them well.
  2. Provide an option to request for a call back before going on hold. Make sure this works. All the time.
  3. As I have indicated in an earlier post, the most important people in a company are not its executives working out of their corner offices in the ivory towers. It’s the front-line employees, who interact, serve and sell to your customers. If they are taken care of, your customers will never be taken care of and soon enough you might not have a business to worry about. So, hire, train and retail quality people as your front-line staff.
  4. Most of your inbound calls are about the same few things. Use this to identify these few things and find ways to eliminate the need for your customers to call you for them. If it’s a recurring complaint, find a way to fix it. Fast. If it is a request for information, make sure that it is available for all your customers easily. Make sure that it is shared with your customers pro-actively.
  5. Change your on-hold music to the recording of Jerry Seinfeld entertaining people or something similar. Make sure that you have something that can bring a smile to the callers who are waiting for your team to respond to the call.
  6. If you’re closed, clearly inform the hours that you are open and the relevant websites. Also, provide an option to request for a call back. Make sure the information is accurate.
  7. Create an opportunity for the customer to provide instant feedback, while still being on the call. If you get a negative feedback, reach out to the customer immediately to identify and resolve the issue. Every single time.

Most of these are very simple policy and process changes that can be initiated quickly.

Once you implement these changes, you will find that your customers & employees are happier; your employee and customer retention rates are either increasing or is stable and the cost to service your customers is going down.

Do you think you can add to this list, ideas that could be implemented quickly and will have the desired effect – happier customers? Do share them by commenting below.

You can also connect with me on twitter, LinkedIn & Facebook.

PS: Something extra for you: An over the top funny short film titled “Your call is important to us”. Enjoy!

Republished with author's permission from original post.

Mukesh Gupta
I currently work for SAP as Customer advocate. In this capacity, I am responsible to ensure that the voice of the customer is being heard and play the bridge between customers and SAP. Prior to joining SAP, I have worked with different organizations serving in different functions like customer service, logistics, production planning & sales, marketing and business development functions. I was also the founder-CEO of a start-up called "Innovative Enterprises". The venture was in the retail & distribution business. I blog at


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