The science behind on-hold rage

Few experiences are as frustrating as being stuck on the phone for ages waiting to get through to someone. 

This can be exacerbated by the music playing on repeat or the automated voice telling you your place in the queue. 

While this phenomenon may seem like a trivial annoyance, we've taken a look at the science behind why being put on hold can trigger such intense emotions and what you can do about it.

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Emotions cloud our perception of time

Our perception of time plays a significant role in shaping our experiences. Research indicates that the perception of time is subjective and can vary based on how much you’re enjoying the activity and whether there are distractions.

Studies have shown that when you enjoy yourself, your perception of time speeds up, hence the saying, ‘Time flies when you’re having fun’. However, when you’re doing something boring, like waiting to speak to someone on the phone, the perception of time slows down – making a few minutes feel much longer. 

Research has also found that the longer the perceived waiting time is, the less accepting we are of it.  So, if you’ve joined a queue to speak to someone and are told that you’re the 80^th person in line, you’re likely to feel less patient.

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People have become less patient

Research by Microsoft found that UK callers spend nearly 13 minutes on average waiting to speak to someone in the retail sector while waiting to speak to someone in the energy sector takes an average of 35 minutes.

But in a digital era, people have become increasingly used to immediate gratification, and patience is dwindling. Researchers found that when visiting websites, users are only willing to wait a few seconds before clicking off the page and visiting another site. 

If mobile phone users are accustomed to only waiting a couple of seconds before getting the information they’re looking for, they are going to be much less patient if they must wait far longer on a call. 

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Some music is better than no music

While the type of music played on hold may be frustrating to some – it turns out that on-hold music is better than none at all.

One study found that background music can have a positive effect on time perception while waiting on hold. Callers who listened to background music while waiting for a call underestimated the time spent waiting, as opposed to those who have no background music at all.

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However, repetition can be frustrating

Background music is an important tool for businesses, it can change the way people behave, their perception of time and even influence purchase decisions.  Classical music,in particular, has become the go-to for on-hold music – and with good reason.  Studies have shown that classical music can boost mood and relieve stress. 

If music can boost your mood, why is the on-hold music so frustrating? 

This may be due to the mere stimulation effect. Typically, this effect is associated with listening to your favourite song on repeat – the more you listen to it, the more you enjoy it.  However, this effect may have a negative impact when you’re bored and forced to listen to the same tune repeatedly.

Then, this effect can lead to callers feeling overstimulated and annoyed by the repletion. And unlike your favourite playlist, you don’t have the option of skipping to the next song. 

Some companies use on-hold music services that allow customers to select their own style of music as they wait, with options ranging from classical to pop. Given that autonomy is a fundamental psychological need, this likely reduces discomfort whilst waiting and could go a long way to easing irritation. 

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So, how can you combat the on-hold rage?

Call at off-peak times: Try to call during less busy hours to minimise waiting times. Early mornings or in the evenings tend to have shorter waiting times than during lunchtime.

Plan some distractions: Boredom is a key reason for getting frustrated while waiting on hold, so have an activity that can divert your attention from the wait time. Reading a book, doing a puzzle, or doodling can help pass the time more pleasantly.

Listen to your own music or podcasts: Listen to your own music or a podcast in the background. This can help mitigate the frustration caused by repetitive on-hold music.

Use a call-back option: If the service offers a call-back option, take advantage of it. This can save you from the frustration of waiting on hold.