Take for example long waiting times. At some time or another we've all been stuck in a queue that barely seems to move, and you've most likely heard mumbles and grumbles along the lines of, "Why don't they open more pay points? There are three open ones not being used right there…"
From a management perspective we know it just isn't feasible to have three extra cashiers come in simply because there happens to be a bit of a line - after all this isn't a frequent occurrence and there just isn't money in the budget to employ extra hands during a normally quiet time.
What we can do, however, is learn how to make these waiting times less of a drag for our customers, who in this day and age of instant gratification want everything to operate as speedily as their smartphones.
So while it might not be possible for us to take waiting out of the equation, we certainly can look at the science of waiting, what makes it so infuriating for our clients, and how we can make it a more tolerable experience.
According to Psychology Today there are various specific things about having to wait that drive us mad, but they also happen to be things we as managers can attend to in order to make waiting-periods more tolerable.
1. Occupied time feels shorter.
Give your customers who have no choice but to wait something to focus their attention on while they wait. Provide a TV for clients to watch, or music for them to listen to, but don't let them stand around doing nothing - this is when the grumbling begins….
2. Uncertainty makes waiting seem longer.
Let your clients know how long they can expect to wait. Many companies and businesses are starting to notice that by giving their clients an indication of expected waiting times they are indeed more accepting of the wait itself. Accuracy is less important than an approximate waiting time - people generally just want to know that the system is still ticking on and moving forward.
3. Anxiety makes the wait seem longer.
Instead of just apologising that your clients have to wait, reassure them that the process is indeed moving forward and they will be seen to shortly. In today's world we're all wondering whether we'll have the time to get to our next meeting, to fetch the kids from school etc. Don't let your clients' anxiety build unnecessarily - keep them informed along the way.
4. Unanticipated and unexplained waits are worse.
"There's a backlog today and we're afraid you'll have to wait, we apologise for the inconvenience this may cause." Be that as it may, what is the reason for the backlog? Explaining why your clients have to wait will put them more at ease than just apologising for it.
5. Unfair waits are much more aggravating than equitable waits.
Showing preferential treatment to some clients has a profoundly negative effect on those who are forced to wait around like everyone else. Why are they being served before me, I was here first? Treat everyone as equal and waiting periods become more bearable.
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