When you get it right, you build trust, loyalty, and efficiency. If you get it wrong, you risk frustrating customers, increasing churn, and even regulatory trouble.

Long waiting times and poor call handling don’t just test patience; they directly impact outcomes. Customers who are satisfied with wait times are 2.6x more likely to repurchase, and 3x more likely to recommend a brand (Qualtrics 2025).

So, if you’re a contact centre leader aiming to reduce customer churn and strengthen reputation, then optimising call handling operations is essential. Drawing on insight from our ,, here are the five most common mistakes that hurt customer experience and compliance and how to avoid them.

1. Long average handling times without a call resolution

55% of customers abandon calls because of long waits. It’s an all too familiar frustration, but it’s the way contact centres tackle it that makes all the difference.

The knee-jerk reaction is to push agents to “be faster,” but it often backfires. When speed becomes the only metric, compliance takes a back seat, important details are missed, and customers end up calling back because their issue wasn’t fully resolved the first time around. That adds more volume, along with more cost and frustration.

The more effective approach is to focus on resolving calls the first time. That involves giving agents the tools and context to handle conversations confidently and consistently:

  • Skills-based call routing means customers reach the right person the first time. While routine queries go to newer agents, complex or sensitive issues are routed straight to specialists or agents with more experience.
  • Call recording and reporting tools can uncover repeated bottlenecks and delays, helping managers coach more effectively.
  • Agent assist features, such as call scripts and prompts help to keep conversations on track without rushing, reducing compliance risks.

By fixing the causes of long average handling time, such as poor routing, lack of context, or inefficient workflows, contact centres can cut waiting times and keep customers from hanging up.

For deeper strategies on reducing average handling time (AHT) while preserving that all-important customer experience, see our guide on How to Reduce Average Handle Time.

2. Poor call routing

Yes, being left on hold is frustrating, but being bounced between agents and departments is worse. In fact, 34% of customers abandon calls after being transferred multiple times.

Every unnecessary transfer forces customers to repeat themselves, delays resolution, and erodes trust in your service. It’s inefficient and leaves people questioning whether your business is competent at all.

Intelligent call routing solves this by matching enquiries to the right place first time:

  • Skills-based routing directs complex or sensitive cases to the most experienced agents.
  • IVR menus streamline routine queries and cut unnecessary transfers.
  • CRM integration gives agents context immediately, so customers aren’t asked to repeat themselves.

With fewer transfers and faster resolutions, customers stay on the line and crucially, on your side.

3. Lack of agent training on compliance protocols

When customers call with complaints or sensitive issues, they want to feel heard and reassured they’re in safe hands.

But if an agent sounds unsure or handles a situation incorrectly, trust is lost. Our Voice of the Consumer Report shows this has real consequences: 35% of customers have abandoned a call because the agent couldn’t understand their situation.

So, what’s the solution? Invest in ongoing coaching and visibility:

  • Drag-and-drop scripting tools guide agents through tricky or regulated conversations step by step.
  • Speech analytics and sentiment analysis flag risks early and speed up QA reviews.
  • Targeted coaching and live monitoring allow managers to step in before issues escalate.

Well-trained agents aren’t just more compliant. They’re more confident, faster, and deliver better CX.

4. Not capturing or acting on customer feedback

When service quality falls short of customer expectations, they rarely hold back: 66% leave reviews after a negative experience. One of the biggest mistakes many contact centres make is failing to capture or act on their feedback, thus missing opportunities to fix the most common issues that lead to customer complaints in the first place.

With the right technology in place, contact centres can take customer feedback (one of the richest sources of improvement) and turn it into action.

Here’s how:

  • Speech analytics records 100% of calls, and with speech-to-text transcripts, managers can review real conversations. By spot-checking and searching for recurring issues, like complaints about wait times or poor transfers, managers can act on weaknesses in call-handling processes.
  • CRM integrations can also be utilised to link feedback with customer history, highlighting any customer retention risks or gaps in agent onboarding.
  • Post-call surveys and IVR feedback can capture immediate customer sentiment and reactions, feeding CX metrics such as CSAT and NPS.

When feedback loops are closed, customers feel heard, agents improve faster, and compliance risks are caught before they escalate. This is only possible with a well-defined, data-driven contact strategy guiding your approach.

5. Over-reliance on AI or automation

70% of customers prefer to speak to a human for complex situations, and 20% say AI doesn’t understand them. The takeaway from those statistics is that automation is powerful. But only if it supports rather than replaces live agents.

Used well, automation makes operations more efficient:

  • IVR menus and AI agents handle simple, repetitive tasks like account checks or payment reminders instantly.
  • Seamless escalation to live agents ensures sensitive or complex queries are handled with empathy and context.

This hybrid approach keeps costs and waiting times down, but also reassures customers that when they need to speak to a human, someone is available.

These five mistakes; long handling times, poor routing, inadequate training, ignoring feedback, and over-reliance on automation do more than just hurt customer experience. They also increase compliance risks due to inconsistent handling and breaching customer trust.

Used effectively, software and automation can support your people, not replace them. By combining the right tools and processes, contact centres can deliver a service that’s faster, more compliant, and more human, even under cost pressure.

See how MaxContact helps you meet customer expectations and improve compliance. Book a demo today.