[ookware]

Not OP but also from the UK. Whilst a 10 minute hold time isn't too unusual for large companies, especially if you call at a busy time like midday when everyone takes a lunch break, anything over 20 minutes would certainly warrant complaining about to anyone unfortunate enough to ask how your day is going.

A big selling point for companies for a while was quick answering of calls. My bank has genuinely answered faster than 999 (our 911 equivalent) on occasion. Although during COVID hold times have gone up dramatically for some reason.