Accounting firms in North America are taking the risk of losing business by making their customers wait on hold for more than 25 seconds, according to new research.

The study, from the audio branding specialist PHMG, found that callers are being forced to wait for 25.81 seconds on average, slightly less than the North American average of 28.05 seconds across all types of businesses. Every call was put on hold, according to the study, compared to a North American average of 70 percent.

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