Scottish callers most patient in Britain, says research

Published: 4 Feb 2015 22:30


SCOTS are the most patient people in Britain when it comes to waiting on hold during calls to businesses, new research has revealed.

Mark Williamson, PH Media Group

The study of 1,000 consumers, conducted on behalf of PH Media Group, discovered 53 per cent of Scots are prepared to wait on the line longer than a minute. This put them slightly ahead of Midlanders (51 per cent) for the title of ‘most patient’.

Londoners were found to be least patient, with just 37 per cent of them willing to hold for more than 60 seconds and 10 per cent not prepared to wait at all.

Mark Williamson, sales and marketing director at PH Media Group, said: "Traditionally, waiting on hold is perceived as an annoyance for customers, so these figures might come as a surprise, suggesting Scots are willing to wait longer than might normally be assumed.

"But the fact they are prepared to wait should not be taken for granted. It only emphasises the need for businesses to handle calls in the best possible manner and ensure customers are kept engaged and entertained when they do have to be placed on hold for any period of time.

"Poor-quality audio messages, beeps or silence will only serve to test their patience. Companies should instead give careful consideration to how they sound over the phone, using voice and music that reflects their brand and informative, useful messaging."

The research also discovered women are more patient than men, with 52 per cent prepared to hold for longer than 60 seconds, compared to 38 per cent of men.

Similarly, older people are less patient, with only 38 per cent of those aged 55 to 64 willing to wait more than a minute, compared to 49 per cent of 35 to 44-year-olds.

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