Nearly entire world whines about customer support call center’s long waiting period. But not many organizations did anything substantial regarding this. Companies still have average waiting period of 10 plus minutes before they entertain customer.
When customer wants to speak to support staff of a product or service it means either she is in need of some info or some action from support team. And most of the times it is urgent. When customer is calling you with utmost urgency and you want her to wait endlessly and force her to listen to your promos or on-hold music then it means you don’t give a damn about customer and you are making her irritated.
Automate as much responses as you can for the customer. Take care that just for the heck of automating responses you won’t let customer travel in zigzag fashion (like press 1, now press 7, now press 9, now…). When customer has chosen one particular selection where the end point is speak to customer representative give option to end user for call back service. As soon as your support staff is free they can call back customer and handle query\issue.
Call back facility will make customer feel special and will obliterate the need of irritating waiting period. You value your customer, customer will value you back.