Majority of Britons back fines for long customer call waits

A recent survey has found that a majority of British consumers believe companies should face fines for subjecting customers to lengthy hold times when seeking support over the phone.

The research, conducted by 8x8 and involving 2,000 UK adults, revealed that 62% of respondents supported the idea of financial penalties for slow responses in customer service calls. The findings were broken down by city, age, and gender, shedding light on the evolving expectations of British consumers regarding customer service, particularly amid rising costs of goods and services.

Attitudes across the UK

The survey highlighted variations in consumer sentiment across different parts of the United Kingdom. Belfast emerged as the city with the highest level of frustration, with 66% of participants in favour of fines for poor call handling, outpacing other major cities such as Edinburgh and Manchester, which also recorded more than 65% support. Cardiff exhibited the lowest level of frustration, although 53.9% of respondents still supported punitive action there.

On a national scale, approval for fines remained above 60% in most regions, suggesting consensus among the public regarding the need for greater accountability in customer service operations. Glasgow and Nottingham were also among the cities where support, although lower than in Belfast or Manchester, remained above 50%.

Generational and gender divides

The data showed some divergence in opinion based on age and gender. Support for penalties was higher among men (66%) compared to women (59%). Age was a particularly notable factor, with individuals aged 55 and above demonstrating the highest level of support at 66%. In contrast, those aged 16–24 showed significantly lower backing, with only 47% agreeing that companies should be fined for slow responses.

"Older consumers are probably angrier than the youth because they've spent more of their lives on hold," said Jamie Snaddon, EMEA Managing Director at 8x8. "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."

Expectations in the context of rising prices

Another significant finding from the survey was the expectation for improved service as prices increase. Seventy-eight per cent of all respondents indicated that they expect better customer service when companies raise prices. This sentiment was even more pronounced among those aged 55 and over (84%) and in Cardiff, where 89% agreed with the statement. Notably, in Belfast, none of the respondents disagreed with the expectation of enhanced service in line with price increases.

"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."

Industry implications

The survey's results underscore a trend of growing public demand for accountability and higher standards in customer service, particularly as individuals become increasingly sensitive to the value received for their money. The use of artificial intelligence and automation in handling routine customer queries has been proposed as a practical means to reduce hold times and enable agents to address more complex support matters.

The findings also suggest that businesses may need to reassess their customer service strategies, with potential financial consequences for failing to meet the rising expectations of consumers. Additional regional surveys will be released over the summer, aiming to provide more detailed insights into public attitudes towards contact centres and customer experience across the UK.