The actual time an individual spends waiting in line can be accurately measured to the second. But people’s perception of the wait time can be something entirely different. What feels like two minutes to one person can feel like an eternity to another.
That’s why companies who care about the customer experience care about how they can influence perceived wait times just as much as actual wait times. You have the opportunity to minimize the pain of waiting by making the wait time feel short. There’s what’s real, then there’s what feels real. One key way to make the wait feel shorter is the get customers started sooner. That’s right, but it’s not what you think.
Getting Customers Started Sooner Effectively Ends the Wait
One of the proven ways to reduce perceived wait time is to begin the transaction process before the customer reaches the agent or checkout. So even though they’re not actually being served, they feel they’re being served. The classic example of this is a typical grocery store, where customers begin unloading their carts before it’s their turn to be served.
If your transaction requires something up front from your customer, have them do their part in the queue. For example, if customers must complete an application or you want them to join your rewards club, get them started on the paperwork before they reach the agent. (An in-line table can be helpful here.) Start with clear details of what is required and empower customers to complete ‘their part’ to help you help them move through the queue as fast as possible. Once again, even if the wait time is the same, once the process begins the wait ends. Stationing a live agent out on the floor where customers are in queue can provide highly personalized service, a way to get questions answered, and immediate clarification on any uncertainty about how the queue flow is working. This is a great way to leave your customers feeling like you truly care about them but it also provides an opportunity for you to begin the process sooner. For example, a barista can enter the waiting line to begin capturing drink orders from waiting patrons.
Waiting in line is something that most people dislike and would like to avoid. As a business requiring a queue, minimizing wait time is an obvious goal. But if a customer must wait, why not make it feel faster by getting them started sooner. Starting a transaction sooner engages your customers and minimizes idle time, while also effectively ending their wait. This engagement reduces perceived waiting times and can also actually streamline the transaction itself.
