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No one calls a company thinking "I really hope I get put onhold for a while". The reality is that managing the number of callers at peak times is impossible so inevitably some will have to hold to speak to a person. This is particulary true when campaigns are running when the number of callers is notoriously hard to predict.

Making sure they don't give up and go elsewhere is an important function of the onhold service. Giving them an effective service that informs and engages helps in a number of ways. Research has shown that callers listening to relevant messages will hold for three times longer than those who are are treated to beeps or music only as they are less aware of how long they have been waiting. This means that less of them hangup and they're in a better mood than they otherwise would be when they do get to speak to someone.