Keeping your customers waiting in the queue can anger and scare them away, leading to poor customer satisfaction. Often, the uncertainty of how long they will be waiting fuels customers’ frustration.
Each Year People Collectively Spend Approximately 37 Billion Hours Waiting in Some Line
The old-school “take a number” systems aren’t effective anymore and add to customer frustration. Even if you can see that you are 3rd in line, you have no idea how much time it will take to get to your turn.
When you think about where people wait in the queue — the doctor’s office, a restaurant, the DMV, a store, the bank — most of them have no idea how long their wait will be and are often unoccupied, meaning there is nothing for them to do. And while some businesses report that wait times are getting longer, they haven’t found effective ways to engage their customers.
Long Wait Times Undermine Customer Satisfaction and Can Result in Lost Sales
The challenge seems to be dealing with occupied time vs. unoccupied time. If you are just standing in line waiting (unoccupied time), the time can appear much longer than the actual time you are in the queue.
According to M.I.T. operations researcher Richard Larson, the psychology of waiting in the queue is more important than the actual wait time. If you can find a way to occupy people’s time, there will be fewer complaints.
If you want to enhance customer satisfaction, you must first measure it correctly to get at the root cause of the dissatisfaction. Unfortunately, paper and phone surveys often won’t give you enough data to be helpful. And other methods may be anonymous, so you don’t know who is filling them out.
You can score points to improve customer satisfaction by using a queueing system that lets customers know how long their wait time will be and sends them alerts as their turn in the queue gets closer. Like the one offered by Qless, a robust queue system also reduces “walkaways” and customer complaints.
The survey feature in the Qless system allows companies to receive instant feedback from customers via SMS to get helpful information. In addition, you will know who specifically responded, as it sends the survey directly to the customer and can tell who answered and who didn’t.
Key points to improve customer satisfaction, utilizing a cloud-based system like Qless, include:
- Eliminating long wait times and time in the queue
- Reducing complaints
- Improving online reputation
- Boosting staff efficiency and productivity
- Enhancing customer engagement with two-way communication
- Offering reports with up-to-date analytics and insights
The other benefit of a robust queue management system is that it allows customers to do other things while waiting. As a result, there is a reduction in unoccupied time. If a customer knows they have time to get a coffee, run another errand, or even schedule a phone call, they will be less likely to complain about their wait time.
Reducing your customers’ wait in the queue to less than 10 minutes is a sure way to improve customer satisfaction. Employing a cloud-based queue management system will not only keep your customers happier but will enhance your staff morale and allow you to focus on other areas of the business.