Line Management: Going Beyond Wait Time
Lines Are an Issue for Both the Consumer and Business
None of us likes waiting in line — whether at the DMV, the market, amusement park or sporting event. News venues and social media are only too happy to publicize long wait times. That negative is in addition to lost profits when the customer balks or reneges and leaves the point of sale location.
Effective Line Management Benefits the Business and Consumer
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:
- Wait time tools provide control — Long-standing studies indicate line management technology reduces average wait times by 10-30% . Lots of “fewer than 10 items” customers today? Store management, using automated management tools, can quickly realign registers to better serve those customers. The number of “full service” registers can be better managed, too.
- Shoppers can relax during the wait — Customers will be quickly and accurately directed to an open location as compared to “guessing” which station is available or casually strolling towards a register.
- Customers appreciate the perception of fairness — Two factors impact customer perceptions regarding lines: perceived wait time and the issue of fairness. Typically, wait times are over-estimated. 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! People appreciate being treated fairly; an automated system is perceived as providing similar service to all.
- Expanded impulse purchase opportunities await — Line management can effectively position consumers for impulse purchase opportunities. The business regulates 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.