Construction firms are at serious risk of losing business by leaving customers hanging on the telephone for more than 30 seconds at a time, new research has revealed.

A survey of 3,630 UK companies by audio branding specialist PH Media Group discovered the construction industry leaves customers on hold for an average of 32.21 seconds per call.

The implications for profitability are grave. Previous research has shown 50 per cent of callers will hang up within 20 seconds if forced to listen to silence while on hold.

"These results represent a significant challenge for construction firms and could pose a threat to profitability," said PH Media Group Sales and Marketing Director Mark Williamson.

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"Callers are simply unwilling to wait on the end of the line while subjected to silence, muzak or beeps so firms are putting themselves at serious risk of losing business.

"Good call handling is often overlooked as a key sales and marketing tool but the telephone still acts as an important touchpoint and first impressions count. If each caller enjoys a positive experience, customer service standards will go through the roof."

Of all callers placed on hold, 34 per cent were subjected to silence. A further 26 per cent were made to listen to music, while 26 per cent heard beeps.

The amount of time construction firms placed callers on hold was marginally lower than the UK average of 33.48 seconds but hold time isn't the only consideration for businesses wanting to make a good first impression on callers.

As part of the study, PH Media Group also audited each company, giving them a score out of 100 based on overall call handling practice. Construction companies averaged just 30.

Elements including the time taken to answer a call, the number of tiers a caller experiences before reaching the necessary department, use of consistent voice and music, professional and personalised voicemail and out-of-hours messaging were weighted to reflect their importance.

(CD/MH)