It’s a simple fact that happy customers will stick around longer than unhappy ones. What’s not so simple is cracking the code of happiness. How can you make your customers happy? Is happiness enough or should we strive to go so far as to “delight” them?
Marketing software provider, HubSpot, offers this definition of Customer Delight:
"Customer delight is exceeding a customer's expectations to create a positive customer experience with a product or brand. By going above and beyond to create a memorable customer experience with things like discounts, gifts, promotion, or spontaneous outreach to your customers, you can foster an emotional connection and sense of good-will that will make them more likely to be loyal to your brand long-term." - https://blog.hubspot.com/service/customer-delight
In today’s competitive world, customers have almost-endless options and choices of where to take their business. If yours fails to delight, they can easily walk down the street, re-route their plans, or press a few buttons to take their business elsewhere. And losing that customer will cost you big time. According to some estimates, it costs 6-7x more to attract a new customer than it does to keep that customer.
One proven factor that impacts customer satisfaction is the physical waiting line. According to a TimeTrade survey of business customers, the average person is not willing to wait more than 10 minutes for service. Other research shows nearly half of all customers will actively avoid a retailer or brand in the future if their wait time exceeded five minutes. If a waiting line appears too long, or a customer’s wait-time threshold has been met, many customers will simply choose to leave rather than endure the wait.
Waiting in line is generally considered a “necessary evil,” but does it have to be? Is there a chance to create customer joy in your waiting lines?
We think so. One way is by trading in your physical waiting line for a virtual one. Virtual queuing systems leverage technology to help manage customer flow and optimize service delivery. And they improve the customer experience by allowing customers to wait where and how they want.
This queuing approach can help create customer delight in the following ways:
If customer delight is your aim, you’ll need to have all of your bases covered. The waiting is just one, but as it turns out, it’s an important one. Is a virtual queue right for your business and your customers?