New Survey Finds 62% Back Fines for Long Call Waits

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8×8 has released a new survey highlighting the growing consumer frustration in the UK with long call wait times.

The research found that 62% of respondents support fines for poor customer service, with the strongest sentiment in Belfast (66%) and the lowest in Cardiff (53.9%).

Jamie Snaddon, EMEA MD at 8×8, commented, “Older consumers are probably angrier than the youth because they’ve spent more of their lives on hold.

On a more serious note, what makes this annoying is that this is a very solvable issue.

AI and automation can handle the routine queries that make up 90% of calls, freeing up agents to focus on complex, high-value conversations.”

The survey of 2,000 adults also revealed that expectations for service rise with costs – 78% of consumers believe higher prices should come with better support, increasing to 84% among those aged 55 and over.

“The British public plays fair and they expect fairness back,” Snaddon added.

“If prices increase, service levels should follow. This is a wake-up call for businesses: the contact centre isn’t just a cost or support centre, each call is a frontline brand experience. And if you miss it, you risk losing customers, not just calls.”

Support for penalties varied by demographic, with 66% of men in favour compared to 59% of women. Older respondents (55+) were significantly more likely to call for action than younger adults aged 16–24 (47%).

Overall, the findings reflect a national call for improved accountability in customer service.