Callers generally don’t like being put on hold for very long periods. But sometimes, your staff will have to put them on hold to verify their identity, find answers to their queries, or refer the call to a supervisor. One way to make sure callers do not feel abandoned while on hold is to use certain Voice over Internet Protocol (VoIP) features.

When an operator asks a client for permission to put them on hold, what they’re really saying is “Can you wait a short time not talking to anybody?” A caller can be put on hold at different times throughout a call, and for varying durations. This lull used to be insufferable, but now you can improve customers’ on-hold experience with Voice over Internet Protocol (VoIP).

VoIP phone systems help make waiting on the line bearable or even downright enjoyable via the sharing of fun anecdotes and info, playing of on-brand music, and the conveyance of engaging messages.

According to an AT&T study, more than 70% of business phone calls in the US are placed on hold for an average of 45 to 60 seconds each. While organizations try to minimize hold times, sometimes there’s nothing you can do except put the caller on hold while you transfer them to the correct department.