When the phone rings, your next customer is on the line. What happens if you don’t pick up?
Silence is expensive. New research from CallRail, based on a survey of 1,000 U.S. consumers, shows 78% have abandoned a business after an unanswered call. Customers won’t wait, and every missed ring puts both revenue and loyalty at risk. Answering every call matters now more than ever, but the real challenge is how fast expectations are changing.
The cost of silence
Our survey found that when businesses don’t answer:
- 42% of consumers leave a voicemail.
- 24% turn to online chat instead.
- 21% immediately call another business.
The reality is that even those who say they’ll call back often don’t. Customers expect answers right away, and if you can’t provide them, they’ll move on.
Unanswered calls don’t just create frustration - they translate directly into lost revenue and missed opportunities to build trust with potential customers
Patience is shrinking, expectations are rising
The moment a customer is put on hold, the clock starts ticking. Our research shows just how quickly patience runs out:
- 41% of consumers hang up after just 1–2 minutes on hold.
- 30% wait 3–5 minutes.
- 18% are willing to wait beyond five minutes.
Nearly four in ten consumers (39%) said long hold times are their biggest complaint, with almost half of Gen Z (49%) ranking it number one. Younger generations, raised in an on-demand world, aren’t willing to tolerate delays. To them, long hold times and unanswered calls don’t just feel inconvenient; it makes a business look outdated and unreliable.
And the implications are long-term: Gen Z and Millennials now represent nearly half of consumer spending power, and research shows they’re less price-sensitive than older generations. They’re more likely to spend with brands that feel modern and responsive. Answering quickly doesn’t just save a single sale; it builds long-term trust and equity in your brand.
What customers expect:
- 78% of consumers have taken their business elsewhere after failing to reach a company by phone.
- 82% say they’ll call a competitor if you don’t answer.
- 41% hang up after just 1–2 minutes on hold.
- 52% believe AI assistants after hours signal superior service.
- 91% of Gen Z would use AI to book an appointment.
AI voice assistants: Meeting today’s needs and tomorrow’s demands
Consumers have made it clear: they want businesses to be available when they are ready to connect. CallRail’s survey shows why AI voice assistants are gaining traction as a way to bridge the gap between customer demand and a business’s ability to answer every call.
The data points to a clear shift: more than half of consumers (52%) believe companies using AI assistants after hours provide superior service. Millennials (66%) and Gen Z (61%) are especially likely to view AI as a sign of modern, efficient, always-on support.
Comfort with using AI is also rising:
- 66% would use AI to check business hours or location.
- 50% would use AI to book an appointment (driven heavily by Gen Z at 91%).
- Only 13% say they wouldn’t use AI for any task
AI already seamlessly handles low-stakes interactions like these. As positive experiences increase, 42% of consumers report favorable interactions compared to just 26% negative—so does trust.
The bottom line: Your next customer won’t wait
The opportunity is clear: businesses that adapt now can stop missed calls from draining revenue and prove to customers that they’re modern, reliable, and ready for the future. Those that don’t risk more than lost sales — they risk being left behind as expectations accelerate.
AI can help bridge the gap. Tools like CallRail’s Voice Assist ensure no call goes unanswered, capturing details and keeping customers engaged when humans can’t. It’s one way businesses are meeting today’s demand while showing customers they’re ready for what comes next.
Silence has never been more expensive. The businesses that thrive will be the ones that answer—every caller, every time.
