your call is important to us

your call is important to us

One of the frequent maddening phrases one hears over the phone when one is put on hold and is asked to wait “for the next available agent/operator/representative.” It is often augmented with “We thank you for your patience,” a quality that the person on hold is generally running out of. It doesn’t seem to matter whether the call concerns an order, complaint, or a question; allegedly all calls are equally important. These usages date from the late 1900s, when waiting for calls to be put through became a kind of art form. Laura Penny used it as the title of her 2005 book, Your Call Is Important to Us: The Truth about Bullshit.
See also: call, important
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