There’s the physical act of waiting in line. Then there are the feelings you have about waiting in line. And it’s the feelings that can make all the difference. When customers feel like the wait is fair, when they feel the wait times are short enough, when they feel like you really value their time, when they feel you are being proactive about addressing longer-than-expected wait times, they are overall more satisfied with the entire service experience. Here are five helpful strategies you can use to manage the psychological side of queuing to improve the customer experience and drive better business results:
1. Proactively Monitor the Queue
Nothing can improve the feelings customers have about your waiting lines more than the proactive measures you take to keep the lines running smoothly and swiftly. Measure the customer journey, know what the wait times are right now, predict what’s coming next, and show customers that you truly care about their experience by adjusting staffing and queues as situations change. All of this is possible when you proactively monitor your queues with the right people counting technology. And that’s something your customers and your business can feel good about.
2. Include In-Queue Merchandising
Occupied time feels shorter than unoccupied time. This queuing tenet is one of the easiest to understand and act upon as a business if you have products to sell. Merchandising in the queue can help engage customers while they wait and keep less focus on the time they’ve spent waiting. And of course, there’s the side benefit of added impulse sales.
3. Incorporate Digital Signage
Screens placed around the waiting area can serve to entertain customers while they wait and can also provide information about the status of the wait. Integrating digital signage with a basic queue monitoring system can allow you to deliver accurate estimated wait times and also direct customers to the next available queue. Both the information and the entertainment can serve to keep negative feelings in check and help the wait go by faster.
4. Mobile-enable the queue
Using texting or a mobile app to notify customers of their place in line and their turn to be served gives customers the freedom to wait on their own terms, virtually anywhere. A virtual queuing system, with mobile capabilities, puts power into the hands of your customers while also allowing your service personnel to better manage the entire customer journey. When customers are free to focus less on the physical act of “waiting” and more on relaxing or continuing to be productive, their feeling about the wait can be far more positive.
5. Allow Reservations and Scheduling
When customers are able to reserve a spot in line or schedule ahead for a dedicated service time, they can feel like they’re “already in line” before they even arrive. But it’s more than just a feeling. You actually can cut wait times and better manage staffing and service allocation by allowing customers to reserve their place in line as they make their way to your business, or to pre-schedule an exact date and time for arrival. Businesses lose an estimated an estimated $83 billion in sales annually due to poor customer experiences. Don’t let your waiting lines contribute to these losses. Use the strategies above to keep your customers’ feelings at the forefront of your queue management strategy and reap the rewards of happier and more loyal customers.
