Happy Queue = Happy Customer

While doing a research about queuing, I stumble upon a article regarding the psychology of waiting in line. It is an interesting article which look at different factors that contribute to agitated waiting and methods on how to translate them to an enjoyable waiting experience.

“Products are consumed, services are experienced.”
Steven Levitt 

In a gist, it can be summarised to 3 areas that will help to make the long wait a much enjoyable one. Feedback, (Delightful) Distraction, Worthiness.

1. Feedback
   Explain to the customer why the wait is long and provide them a constant assurance if necessary . Examples: -
   • Assign a queue number to the customer
   • Install a waiting time counter
   • Verbal assurance such as  “I’ll be with you as soon as I can, after I’ve looked after that table over there”

   
   

2. (Delightful) Distraction
   Time is relative. Thus, distractions are used to shorten the perception of time. Examples: -
   • Hand out menu/drinks for customer to peruse while waiting in line
   • Turning waiting area to a bar. Through using poster or reading material
   • Install a mirror where guests waited for elevators so that the user could check their appearance while waiting
   • Clinic and Medical room: Install a weighting machine, magazine or self-testing equipment
   • Promote the sense of group waiting rather than isolating each individual, will tend to increase the tolerance for waiting time
   • People waiting in line for a comedy show at Walt Disney World are asked to text message jokes that may be used during the main event

   
   

3. Worthiness
   The more valuable the service, the longer the customer will wait. Waiting for something of little value can be intolerable. Examples: -
   • Supermarket express-checkout counter
   • Airport Business Class Checkout counter

   
   

Via E.Lee