Tackling Wait Time

We all know the number one customer complaint is wait time. We all hate it. We spend years of our lives waiting in lines. Unfortunately, the reality is we cannot altogether eliminate waiting in any business. So, what do you do?

First, it’€™s important to understand waiting. It’s very subjective.   When people wait up to 1.5 minutes their perception is pretty accurate. However, anything over 90 seconds, and our sense of time distorts. If they’€™ve waited two minutes, they’€™ll say it’€™s 3-4 minutes.   And, the longer the wait, the more distorted the perception.

Obviously, the first thing is to do everything you can to reduce wait time in every way possible. The next thing is to work to manage it.   We have less anxiety over waiting after we have contact with an employee, especially if there is some explanation. So, make sure an employee explains the situation to them. And, if possible, give them an expected time of delivery. If you eliminate uncertainty, you reduce the perceived wait.

Be sure you’€™re organized. If people think you’€™re doing things in order, they tend to relax, too. Otherwise, you just add to the anxiety.

Finally, provide diversion by giving them something to do. Have promotional materials in the waiting area. Provide them something to read. Have some impulse items to peruse. The waiting area is a great place for a video monitor. You can air promotional and educational messages.

Sources: Why we Buy, The Science of Shopping by Paco Underhill, and Buy-ology. The Truth and Lies About Why We Buy by Martin Lindstrom.