The waiting line, a key touchpoint of the customer journey, is the linchpin in securing customer loyalty and solidifying a brand’s reputation. These three hidden killers of the customer experience can be found at this critical juncture of the customer’s trip – and neglecting to address them can be the kiss of death for any business.
1. The Hidden Queue
An unclear or unmarked entrance to the checkout queue sets a customer flow roadblock on the journey to the checkout line. When (or if) customers finally do discover the queue, they’ll already be disgruntled. When faced with a disjointed, unorganized, and confusing process, many people would rather leave the premises – and their potential purchases – than suffer through any additional queue mishaps. A hidden queue is easily revealed. Even if you have only one or two service stations in your facility, strategically placed signage and a clear clue to the queue (marked by telltale belted stanchions) can clearly guide people to and through the queue, straight to the register.
2. The Mystery Wait Time
“How long am I going to have to wait in this line?” That’s the last refrain you want running through a customer’s head. Businesses may feel that telling customers how long they’re going to actually be waiting – Gasp! Four minutes! – could be what sends them running in the other direction. In actuality, information is powerful, and being honest enough with your customers about the amount of time they can expect to spend in the queue will work in your favor rather than against you. Simply enough, unknown waits feel longer than known waits. While that line may look long, letting customers know it will only take two minutes until they reach the service agent can prevent reneging and improve the overall experience. The implementation of digital signage that delivers this message is a quick and easy fix for queue managers.
3. The Missing Merchandise
It’s shortsighted to assume that just because people have reached the checkout line they’re done shopping. Last-minute purchases can be the icing on the cake for many businesses. Plus, lack of merchandising in the queue does more than stifle impulse sales – it is a missed opportunity to keep customers occupied while they wait. Who isn’t distracted or unaware of the time that’s passing when they’re perusing additional merchandise and considering whether or not they want it? Since occupied time feels shorter than unoccupied time, this is a hidden killer that is as bad for customers as it is for business. Even one or two clever displays of merchandising bowls, display panels, or baskets can encourage a shopper to quickly add an item to their pile which means greater profits and a customer who was kept happily engaged while standing in line. It’s just as important to think about what’s missing from a queue or what isn’t working as it is to consider what is working. Identifying the silent killers of your bottom line will help keep customers in the queue, keep them satisfied with the level of customer service they receive, and make them happy to return to your establishment in the future.
