When it comes to a contact center queue, the reality is that wait times need to be brought to a minimum to truly satisfy customer expectations. By maximizing self-serve in the customer journey, reducing customer effort with IVR optimization, and using analytics and Quality Management in the contact center, it is possible to find out where wait times are causing negative sentiment and the call reasons causing higher volumes and thus longer wait times. Additionally, using predictive behavioral routing can make conversations more productive when they do get through the queue, to hopefully mollify heightened emotions. But moreover, the goal should be to create personalized customer experiences that delight customers, so that queue times are left far behind in the customer's mind.