Why the First 90 Seconds of a Customer Call Matter More Than You Think

When customers reach out to support, they rarely do so in a good mood. Something isn’t working. An order didn’t arrive. A system failed at the worst possible moment. By the time they dial a number or open a support channel, patience is already thin.

Yet many organizations still begin these interactions the same way: long menus, repetitive questions and multiple transfers before a customer ever reaches someone who can help. What feels like a minor delay in the contact center quickly becomes a defining moment for the brand.

This is where organizations are starting to rethink the role of AI — not as a replacement for people, but to remove friction at the very start of the customer experience.

In many contact centers, agents spend the first 30 to 90 seconds of every call gathering basic information: verifying identity, understanding the issue and determining where the request should be routed. On its own, that time may seem insignificant.

But across hundreds of thousands of calls a day, the impact compounds.

Customers grow frustrated repeating information they already shared with an automated menu. Calls are abandoned while waiting in queue. Agents spend a large portion of their day on discovery instead of resolution. For smaller and mid-size organizations especially, these hidden costs often go unmeasured, simply because “it’s how things have always worked.”

The result is an experience that feels inefficient and unsatisfactory for everyone involved.

AI-powered voice intake changes the opening moments of a customer interaction. Instead of forcing callers through rigid menus, natural language allows customers to explain why they’re calling in their own words.

Behind the scenes, AI captures intent, gathers key details and passes the context directly to the agent before the conversation begins. When the agent joins, they aren’t starting from zero, they’re starting with insight.

That shift matters. Agents can move directly into problem-solving rather than reading off a script of questions. Customers don’t have to repeat themselves or get frustrated checking off those questions. Conversations end up feeling more human and productive, even though AI plays a supporting role.

This approach doesn’t eliminate human interaction at all. It enhances it.

One of the most common mistakes organizations make with AI is trying to do too much too quickly. Full self-service, complex automation and end-to-end fulfillment all sound appealing, but they also increase cost, complexity and risk.

The organization seeing early success takes a much more measured approach. They start with triage.

By focusing first on intent capture and information gathering, businesses create immediate value without overhauling their entire contact center. This “first-touch” strategy opens the door to future automation while keeping the initial deployment practical and scalable.

Over time, patterns emerge. Leaders gain visibility into why customers are calling, which issues are most common and where automation might make sense next. AI adoption becomes iterative rather than disruptive.

Executives often look for immediate financial ROI from AI investments. But in the early stages, the most meaningful metrics are tied to time and friction.

Examples of success include reducing handle time, shortening queues, and allowing agents to focus on resolution instead of repetition. These gains don’t always show up as line items on a balance sheet right away, but they signal progress in the right direction.

There’s also an emotional return. Customers feel heard sooner. Agents feel less drained by repetitive work and irate customers. Teams operate with more confidence because conversations start with clarity instead of confusion.

Over time, these improvements create the conditions for measurable cost savings, better retention and higher satisfaction, for both your customers and employees.

The promise of AI in the contact center isn’t about eliminating human interaction; it’s focused on making interaction more effective by removing unnecessary friction the moment it matters most.

When organizations shift from intake to insight, they change how customers feel from the very first seconds of engagement. And in today’s experience-driven economy, that first impression often determines whether trust is built or lost.

CDW helps organizations take a practical, people-first approach to AI adoption. From readiness assessments and pilot design to scalable customer experience strategies, our experts work alongside your team to ensure technology enhances the way work gets done.