Keeping Customers Happy Even When There Are Lines!

All of us can probably agree: lines can make one grumpy!  And,  lines are everywhere: schools, airports, restaurants, retail stores, government agencies.

Businesses take lines seriously. They have to: no one wants grumpy customers annoyed about waiting times and abandoning the purchase, entirely, because of a line.

Waiting isn't as bad -- there's Friday's Brews & Bites!

That's where queuing management comes into play -- and it isn't just about shortening the line.  Queue theory, a 100-year old field of study, has transitioned from the purely mathematical to more of a psychological analysis of lines and their impact.

Automated line management systems are available to make the wait process more efficient.  Typically, an effective system can provide a 15-35% improvement from end-to-end.  Everyone likes the idea of less time in line but ... reducing a 3 1/2 minute wait by 25 seconds doesn't always register as a significant improvement to the average consumer. It's still a wait.

Just as important -- if not more so -- is perceived wait time -- the psychological component of line management.

There can be up to a 40% decrease in perceived wait time with a good automated line system keeping customers up-to-date about what to expect and both occupied and distracted by marketing and informational messaging.  It's play-off season; who wouldn't mind waiting when they knew they'd see the latest game score? Or, learning about Friday night's free wine tasting!

What's your business doing to keep your lines moving -- and your customers happy?  Take a look at CPS' QuikLine automated line management solution!

Waiting in Line: Customer Perception is Everything

None of us likes waiting in line -- whether at the DMV, the market, amusement parks or sporting events.  And, today, long wait times can be splashed across social media at any time.  That's in addition to lost profits when the customer balks or reneges and leaves the point of sale location.

Customers Can Relax Knowing What is Happening!

Every retailer and entertainment venue constantly evaluates how to improve the customer experience -- and improved line (or queue) management provides an immediate and long-lasting impact.

That's because effective line management technology offers more than just a shorter wait experience. Automated line management provides at least 4 significant business benefits:

1. Wait time tools provide control -- Long-standing studies indicate average wait times can be reduced 10-30% with line management technology.  Lots of "fewer than 10 items" customers today?  Using automated management tools, store management can quickly realign registers to better serve those customers while reducing the number of "full service" registers.
2. Customers relax during the wait -- Customers are more quickly and accurately directed to an open location as compared to "manually" guessing which station is available or casually strolling towards a register.
3. Customers appreciate the perception of fairness -- Two factors impact customer perceptions regarding lines: perceived wait time and the issue of fairness. Customers typically over-estimate the amount of wait time -- that's probably human nature. Providing an automated, call forward system not only efficiently directs customers to the next available register but encourages them to think the wait isn't as long as it actually is. Customers like knowing what is going on -- so seeing the next available register is beneficial even if it isn't their register!  And, people appreciate being treated fairly; an automated system is perceived as providing similar service to all.
4. Expanded impulse purchase opportunities await -- Whether an automated system operates a single, serpentine line or multiple, register-specific lines, the opportunity exists for expanding impulse purchase opportunities.  First, the business is regulating how and where the waiting zones are located. And, customers are less stressed waiting so they're more likely to review offerings and make impulse purchases.  It's also possible to advertise and encourage such purchases through messaging on line management monitors. 

Interested in finding out how automated line management can improve your customer satisfaction levels and provide additional business benefits, too?  Talk to us about CPS QuikLine -- an automated line management system providing call-forward technology with easy-to-use management tools and straightforward hardware components.

How to Manage Retail Customer Lines & Improve Customer Satisfaction

Lines are a very big topic these days.  It's Memorial Day Weekend and there are media reports of record numbers of travelers and record long lines anticipated through TSA checkpoints at airports.

Shoppers appreciate social fairness while waiting in line!

In comparison, it might seem trivial to talk about lines of 10 or 20 people at a retail store.  Yet, from the retailer's perspective, lines are anything but small talk.  The retail checkout line is a critical aspect in the "total" shopping experience and, because of balking and reneging possibilities, there's a possibility that a sale can very well be lost because of a line.

Perry Kuklin, writing in Business2Community, suggests consumers would consider not returning to a location with long or badly managed lines -- and would probably tell others about the experience.  And, social media outlets are available everywhere for disappointed consumer stories.

What's a retailer to do? There's actually an established body of knowledge regarding lines -- operations management and queueing theory. Queueing theory has been around since the early 1900's.  However, the focus has transitioned from mathematical theory to shopper experiences.  There are 3 basic tenets: people get bored while waiting in line, consumers don't like expecting a short wait and experiencing a long one and the experience needs to be perceived as fair.

Retailers have added all sorts of ways to combat line boredom from impulse items next to the line to demographics-sensitive music and always-on monitors running video and news. Shoppers tend to mind waiting less when provided with estimated wait lines (think: Disneyland).

However, the biggest line issue (and, therefore, the most emotion-laden) is the quest for fairness. Dick Larson is considered one of the foremost queue management scholars and he notes there have been incidents of "queue rage" when the concept of social fairness has been breached.

CPS' QuikLine helps manage the social fairness aspect of consumer line expectations.  Whether implemented with a serpentine line or a series of individual lines, QuikLine signals for the next person when a checkout location becomes available (an example of call-forward queueing). It can display results on a monitor, call out an available register and prompt lights to flash. Coupled with impulse items at the checkout stand and great background music, QuikLine will help minimize actual wait time and the emotional impact of waiting for retail consumers. End result: improved customer satisfaction!

Shopping & Queues: It's All About Customer Satisfaction

Pete Abila is on point in his May 14, 2012 blog, "What might seem like an obscure topic is actually one in which we are all affected: The Science of Lines."

Everyone has heard the horrors of DMV, airport, Christmas and amusement park lines.  They're long, they're boring, they close just before you get to the end!   We've probably all asked the question, "Isn't there something that can be done to improve this situation?"

QuikLine installation underway: Whole Foods 57th Street NYC

And, from the store/park/agency perspective, the "line" experience (or the "front") is crucial to customer satisfaction levels regarding their entire experience.  In other words, it doesn't matter (or matters less) that you found the bargain of the century if the check-out experience was lousy; the ride might be unbelievable but the entrance system was confusing and...you get the idea. 

Progressive Grocer sums it up pretty well, "75% of shoppers said a positive experience at the front of the supermarket makes their overall opinion of the store 'much better'."

That's a pretty significant number: 75% have a better shopping experience when the checkout process is perceived as good.  Another interesting comment is concern about check out time is so strong that many shoppers, upon entering, will glance at the front and base their shopping experience (time and related $$) on line conditions. 

Sometimes shoppers will "balk" after looking at lines (leaving the experience without a purchase) while some may wait in line for awhile and then leave without finalizing their purchase.  These behaviors are particularly bad news for a retailer: they were not only able to entice a shopper into their store (which took advertising, marketing, location and all sorts of other retail and financial components) but the shopper made positive purchase decisions only to lose the revenue because of a perceived (or actual) wait.

You're no doubt asking, "This should be a no brainer: why isn't the "front" experience better?"  There are several elements to this discussion and they range from mathematical and economics models to psychology:

(1) The tradeoff between cost and service in the "front" experience.  One might suggest a new cashier whenever someone new arrives to check out but..that's really not a reasonable solution given any sort of "cost/benefit" analysis.  There are ways to improve the equation, however!

(2) There are opportunities to implement queue management systems that notify shoppers when a new line is available, direct shoppers to the next available line and clearly identify closed registers.  These systems reduce many of the negatives associated with waiting such as the "unfair" line, questions about which line is faster, etc.

CPS' QuikLine provides all of those features with an administrative process allowing store employees to quickly/easily open new registers, assign registers to "express" categories and create messages.

QuikLine helps resolve a number of shopper "behavioral" concerns about waiting: "unfair" lines (e.g., "Why don't they handle returns in a special area?"); waiting seems longer longer when the end result is unknown ("I can't even see all the lines; some are around the corner or hidden") and "group" waiting's appeal ("I'd rather wait in a single line and know what to expect").

(3) The "wait experience" is capable of moving beyond "clock watching" when process improvements are made.  Why not make the waiting experience informative and/or a revenue opportunity?  It is possible to make a wait feel shorter by providing easy-to pickup items next to the line or running informative video, for example. There will be an immediate impact on both customer satisfaction and revenue!