And because they don't tell me my call is important, I am able realize that all by myself. But the real problem is people shouldn't have to be on hold at all. These days, I find myself on hold most often when I couldn't get my question answered on the web. All of it. It's all customer service.
Every little thing adds up.
First make sure your site answers the questions your customers have most often. And make sure those answers are easy to find. Put them on the home page. Make sure your site shows and explains your products and services as well as it possibly can. The more people can learn from your site, the easier it is for them to make a decision and the less time they have to spend trying to talk to you.