Virtual Hold Technology Solutions (VHT) see brands who want to provide their customers the best experience possible, but due to budgetary and technological constraints, often offer a degraded experience that is transactional rather than relational. They know it’s a problem because they see the negative impacts on their customer experience metrics. If they don’t fix it, brands will continue to struggle with transactional approaches rather than relational strategies and lose customers through churn or market disruption.