How to design the perfect queueing experience

Queues seem like the simplest things to administer, but that’s not necessarily the case. For many busy locations, a queue requires creating well-organized systems for managing flow, ensuring clear communication of expectations, and respect for everyone’s time and needs.

This is why a ‘perfect queueing experience’ often requires deliberate operational management and customer service. It’s important because it can be the silver bullet for increased customer and staff satisfaction, reduced frustration, and more effective handling of peak times or high demand. A recent survey found that two-thirds of US online adults believe that valuing their time is the most important thing a brand can do to provide them with a good customer experience. This sentiment resonates across various sectors, whether it’s patients in hospitals awaiting care, individuals at a DMV renewing their licenses, or students in line for financial aid advisors. The common thread? Time is of the essence.

While waiting times can often not be avoided, there are ways to drive superior customer experience regardless. It’s connected to psychology; a study by David Maister often referred to as the ‘Psychology of Waiting Lines,’ points out that unoccupied time feels longer than occupied time. This understanding is crucial in designing queues and waiting experiences.

On the other hand, a great queue culture can also drive productivity as staff are spared the chaos of disorganized lines and can spend more productive hours focusing on other tasks. 

So, how do you build a great queueing system? Of course, it all goes back to prioritizing a positive customer experience, whether that is making waiting time feel occupied or providing real-time service updates. Common tools adopted include digital queue management, clear signage, and staff training in customer service. But beyond these, we’ve found that organizations often underestimate the power of the following:

The human element

We offer the most versatile queueing and appointment booking software, so we know technology is indispensable for organizations with multi-faceted service operations who care about service reputation. However, take our word for it when we say the human element remains central to a positive queue experience. 

Well-trained staff who empathize with waiting customers and provide clear communication can significantly enhance the perceived quality of service. So, we often remind WaitWell organizations that integrating a personal touch within the technological framework is the perfect recipe for building a great queueing experience.

Setting expectations

Clear communication about waiting times and service processes creates transparency that enables customers to set their expectations accordingly.

Customers can make informed decisions about their time and service engagement when they know what to expect. This reduces frustration caused by unanticipated delays, leading to a more positive perception of the service experience. For instance, if customers are informed about a 15-minute wait, they are likely to be more patient and less stressed than if they were waiting without any time frame. Real-time updates keep customers informed and reduce anxiety.

By setting expectations, organizations can more effectively allocate resources and manage service flows, especially during peak periods. Moreover, consistently meeting or surpassing these standards fosters customer confidence over time, which helps to nurture long-term customer relationships and fosters a favorable service reputation.

Accessible queues

It is key that service arrangements acknowledge and cater to the diverse requirements of all customers, ensuring that those with mobility challenges, sensory impairments, or other special needs receive appropriate attention and service. More than just a moral imperative, it also aligns with legal standards in many regions, ensuring compliance with laws like the Americans with Disabilities Act (ADA) in the United States. 

A stress-free, respectful service experience also generally increases customer satisfaction and is important for maintaining a broad and loyal customer base. By integrating accessibility into their service model, organizations often uncover efficiency improvements and service innovations that benefit all customers. For instance, a separate queue for accessibility needs can lead to quicker service times and reduce overall congestion, enhancing the experience of every customer.

Measuring what matters

Building a great queue culture requires having a good view of the numbers and how they affect your queue. By focusing on key performance indicators related to queue management—such as wait times, queue lengths, and customer satisfaction rates—organizations can gain insights into the efficiency and effectiveness of their service delivery.

Measuring these aspects allows organizations to identify bottlenecks and pain points in the queuing process. Armed with data, targeted improvements such as optimizing staffing levels, refining queue flows, or introducing more efficient queuing systems become possible. For instance, reducing wait times might involve deploying more staff during peak hours or leveraging technology for faster processing.

Integrating technology

Adopting tech, specifically virtual queuing systems allows customers to join queues remotely, either on their mobile devices or a digital kiosk, and receive real-time updates on their wait times. In retail environments, for example, electronics or blinds departments, where customers often require specialized guidance, virtual queuing can enhance the shopping experience. Customers can join a queue upon arrival and then continue browsing or engaging with other in-store services and products. This flexibility respects the customer’s time, reducing the perceived wait duration and alleviating the frustration typically associated with long lines. As customers receive updates on their progress in the queue, they can plan their shopping accordingly, leading to a more relaxed and enjoyable experience.

For staff, virtual queuing systems streamline work by managing customer expectations and reducing the pressure of handling crowded service areas. They can focus on providing quality service to the customer at hand, knowing the queue is being managed automatically. This efficiency can improve staff satisfaction and productivity, as employees can serve customers who are better informed and less frustrated.

Reimagining queue management could be the difference between a great service reputation and a poor one. The right balance of technology and human interaction is not just beneficial; it’s essential to achieve service excellence