Having to wait for help is one of the biggest sources of frustration for customers when contacting customer service. Several studies show that tolerance for waiting times is low – and often drops rapidly the longer the wait goes on.
What does the research say:
- 60 % of customers consider 1 minute to be the maximum acceptable waiting time phone them before they get irritated or consider hanging up.
- 75 % of customers expect service within 5 minutes in a digital channel, and even quicker on the phone.
- According to studies, 33 % of customers abandoned a brand after just one bad experience, often linked to a long wait.
- Waiting time is perceived as longer if the customer receives no feedback in the meantime – a form of psychological waiting which often feels twice as long as the actual wait.
It is not just about minutes – it is about the feeling of not being seen or prioritised.
Waiting time is inevitable sometimes – but it doesn't have to be negative. By using technical solutions such as call-back, you show that you respect the customer's time. This creates trust, loyalty and an experience that feels both seamless and professional.
What you can do about it: Callback as a solution
To offer callback (allowing the customer to be called back instead of waiting in a queue) is an effective way to reduce perceived wait time and increase customer satisfaction – while also providing better control over call volumes.
