A ‘Rule of 3’ has been applied to many principles and theories throughout time, ranging from mathematics to economics, many originating from Charles Peirce’s triadic logic of the early 1900s. We have found that 3 can be the magic number in creating a great customer experience in the queue as well. When implemented simultaneously, these 3 queuing management strategies can help you build a more satisfying and engaging customer experience. Let’s explore our simple ‘Rule of 3’ in the queue.
1. Sound signage
The first of the 3-part strategy is signage. Signage sets the tone for the customer queuing experience as it is the first thing a customer looks for as he or she is ready for service. Not easily finding the queue entrance immediately puts the customer experience in jeopardy and increases the likelihood of reneging. Realize the benefits of this first rule with clear, direct signage that any first-time customer can understand and recognize. And don’t stop there. Use signage to advance customer flow throughout the entire queue. Use simple arrows and “Wait Here” signs to direct customers to the right place. Signage that conveys a clear wait point for service prevents customers from uncomfortably crowding behind each other and blocking the flow of people completing their transactions – a situation that decreases the safety and efficiency of your waiting line. Finally, don’t be afraid to use color and iconography. Creating a helpful color scheme or using universal symbols help deliver a clear message. Think stop sign for wait and arrows for progressing forward. The simpler, the better. Do not sacrifice clarity for creativity.
2. Successful merchandising
The second of our “3 rules” of an engaging customer experience in the queue is merchandising. While signage directs customers to ease frustration and smooth customer flow, merchandising works hard during the waiting period. Merchandising engages customers by giving them something to do. Your customers can be distracted from the wait while they are browsing new products. And this type of “distracted wait” feels much shorter than a wait where a customer has nothing to do but stare at his shoes. Reducing perceived wait time can make a tremendous difference in increasing overall customer satisfaction. Additionally, merchandising can help create a positive presentation of the queue by building interest through orderly product displays. Customers might actually be attracted to your queue instead of detracted by the idea of waiting. Try a blend of stanchions, display panels, merchandising bowls, baskets, and shelves to offer compelling product displays that keep customers engaged, decrease perceived wait times, and increase customer satisfaction.
3. Superior technology
The third of the 3-part “rule” is technology. Queuing technology is a manager’s workhorse. The right technology can track the number of customers that flow through the queue, average wait times, service productivity, and more, so you can more efficiently allocate resources in order to provide the best customer experience possible. Additionally, technology can support your in-queue merchandising plan. Digital signage combined with in-queue merchandising is a powerful force in increasing impulse buys and decreasing perceived wait time. Finally, in order to know if your efforts are really making a difference for your customer queuing experience, just ask. Use customer feedback to find out if they are really happy with the waiting line experience. Technology allows you to do this in real time. Whether adding touchscreens in the queue or encouraging mobile interactions, getting immediate feedback allows for a better identification of problem areas. It’s a winning equation - use the ‘Rule of 3’ to create your most engaging queuing experience yet. Contact a Lavi queuing expert for more details.
