How to Loop Customer Feedback into Your Queuing Strategy

Footfall and queuing analytics systems are fantastic – even transforming how we service customers. With highly accurate people counts, real-time alerts, and so much more, analytics systems now include powerful tools to better understand what customers are doing in order to meet their needs moment to moment. But do these tools really help you meet your customers’ needs accurately? How do you know? If you’re not including the customers in the conversation, you may need to revise your strategy.

Technology can provide data, even highly useful data. With today’s queue management technology solutions, managers are able to track and react to the KPIs they believe are important. But what if customers disagree about which measures make a difference? How many people are circulating through the queue may be a helpful measurement to management, but it’s less valuable if what people care about most is what they feel while they wait.

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4 Things Queue Managers Should Do At Least Every 4 Years

Just like we re-assess the effectiveness of our country’s leadership every four years, a healthy queue needs some routine assessment to keep it running its best. Below are some reminders of a few key tasks you should tend to at least every four years.

1.    Look for Trends in Customer Feedback

Keeping customers happy over time translates into brand loyalty and client retention. 86% of customers have stopped doing business with a company due to poor service. But only 4% might speak up about it on their own. How do you know if your customers are happy? The simplest answer is: by asking.

It’s important over time to keep your finger on the pulse of what your customers are saying, wanting and needing. By asking directly in the form of a survey or other kind of feedback mechanism, your customers will directly inform you about the success of your products and services, information you can compare with corporate KPIs to make sure you’re on track to successfully serve and retain your customers.

At least every 4 years it’s important to step back and assess what the data is telling you. Regular, ongoing monitoring of feedback is ideal, however taking a higher level look every few years will give a long-view perspective and help build on what’s working and allow corrective action on anything that’s falling short. If you’re not currently conducting some kind of customer satisfaction survey or customer delight barometer, there’s no time like the present.

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Boo! Top 10 Scariest Queue Management Mistakes

This busy season, make sure you’re not making any of these frightening mis-steps in your queue management system. Any of these mistakes could be enough to scare your customers away.

1. Failing to Keep Customers Occupied While They Wait

Do not expect customers to endure a long wait without any engagement. Field studies show that customers who wait in line without communication or engagement experience longer perceived wait time and are more likely to abandon the line. Digital signage and interesting merchandise can distract and engage customers during their wait, reducing perceived wait time and potentially even generating impulse sales.

2. Merchandising That is Too Much, Too High

Piling it high might sound like a good in-queue merchandising strategy but no customer wants to feel like they’re “stuck in line.” Check your queue for gondolas that are simply too tall for your patrons. The last thing you want is for your customers to feel like they are in a tunnel or worse yet, a trap.

3. Leaving Wait Time to Chance

There’s no need anymore to have long lines linger or for peak times to take managers by surprise.  Today’s queue management technology allows managers to use real-time analytics to monitor when wait times approach unacceptable limits. Set wait time goals and use today’s tech tools to help you meet or even exceed them and keep customers happy too.

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