When I’m on hold, if they play some bland, inoffensive music, I can put my headset on, and ignore it for hours, as I work, read e-mails, etc… A long wait can be a little annoying, but it’s not really a big deal.

If they interrupt the music to tell me “your call is very important to us” I can’t ignore the interruption. Having a person “talking” to me jolts me to attention, and disrupts me from whatever else I’m trying to do. It doesn’t make me feel like my call is important to them; it just makes me more aware of how long I’ve been on hold, and increases my annoyance. And if I’m on hold for 45 minutes, and the music is interrupted every 35 seconds to tell me that my call is very important to them, that shifts from annoying to maddening. (You may begin to guess that these numbers are not arbitrary, but based on a recent experience.)

Anyway, this is not (just) a rant, but a genuine question: What’s the point of interrupting the call like that? Is my reaction atypical? It seems “obvious” that this is annoying, and will not endear the company to me. But almost every company in the world does it (albeit not with 35 second intervals), and it would be easy enough not to, so my guess is that there’s some logic behind it that I’m not seeing.