If I’ve been on hold for 30 minutes, listening to an automated message telling me:
- My call is important to you
- An apology for the wait
It’s a classic case of “I cannot hear what you are saying because what you are doing is talking too loud”. If I’m on hold that long, you’re telling me through your actions that my call is not important to you. And, the only real apology is corrected behavior. If you keep doing it, it’s not an apology.
More importantly, when I finally do get to talk to some person, I’m more likely to believe that the person working for this organization is in a culture where lying is the norm, and it will shade our interaction.