#1: Let them turn the hold music on or off Don’t put them on hold.
#2: Have a message tell them you care about their call Don’t put them on hold.
#3: Tell them that they can find help on your website Don’t put them on hold.
#4: Tell them where they are in the call queue Don’t put them on hold
#5: Don’t put them on hold.
Hold sucks. If Zappos can answer calls in 20 seconds, so can you. If you can’t, maybe you shouldn’t be doing phone support.
If something unexpected comes up and you do have to put folks on hold, list current hold times on your website like Sonic.net does.