15 Managing the Psychology of Waiting

MANAGING THE PSYCHOLOGY OF WAITING

Enhancing Customer Experience Through Understanding Waiting Perceptions

Mike Dixon, PhD

In service environments, waiting is often unavoidable. However, the way customers perceive these waits can significantly impact their overall satisfaction and experience. By understanding the psychology behind waiting and applying key principles, organizations can manage customer perceptions, reduce frustration, and enhance the service experience, even when waits cannot be eliminated.

Introduction to the Psychology of Waiting

Overview of David Maister’s Principles

David Maister’s seminal work, “The Psychology of Waiting Lines,” provides valuable insights into managing customer perceptions during waits. His principles highlight that the perception of waiting is influenced by various psychological factors, not just the actual duration of the wait.

By understanding these principles, businesses can design strategies to improve the waiting experience, thereby enhancing customer satisfaction and loyalty.

Key Concepts and Principles

1. Occupied Time Feels Shorter than Unoccupied Time

Explanation

When customers are engaged or distracted while waiting, time appears to pass more quickly. Idle waiting, without any form of engagement, feels longer and more burdensome.

Example 

At amusement parks, queues often wind through themed environments with interactive displays. Guests might watch entertaining videos or participate in games while waiting. This engagement reduces the perceived waiting time and enhances the overall experience.

Application

• Provide Distractions: Offer reading materials, televisions, or interactive kiosks

•Engage Customers: Encourage participation in activities related to the service or product.

2. People Want to Get Started

Explanation

Pre-process waits, which occur before the service begins, are perceived as longer than waits during the service process. Once customers feel that the service has started, they are more patient.

Example

In restaurants, offering menus or taking drink orders immediately upon seating gives customers the sense that the service has begun. This reduces impatience during any subsequent waits for food.

Application

• Begin Service Early: Start aspects of the service as soon as possible.
• Acknowledge Customers Quickly: Even a brief interaction can make customers feel attended to.

3. Anxiety Makes Waits Seem Longer

Explanation

Uncertainty or concern about the wait can increase anxiety, making the wait feel longer. Customers may worry about being forgotten or about issues with the service.

Example

In airports, frequent updates about flight delays help alleviate passengers’ anxiety. Knowing the status and reasons for delays makes waits more manageable.

Application

• Provide Information: Clearly communicate expected wait times and reasons for delays.
• Offer Reassurance: Ensure customers know they are in the queue and will be attended to

4. Uncertain Waits Are Longer than Known, Finite Waits

Explanation

Not knowing how long the wait will be extends the perceived duration. Providing customers with an expected wait time can make the wait feel shorter.

Example

Ride-sharing apps display the driver’s estimated arrival time. Even if the wait is longer, knowing the time reduces uncertainty and impatience.

Application

• Set Expectations: Provide accurate estimates of wait times.
• Update Regularly: Inform customers of any changes to wait times promptly.

5. Unexplained Waits Are Longer than Explained Waits

Explanation

When customers are unaware of the reason for a wait, they may become frustrated or feel neglected. Explaining the cause of delays can mitigate negative feelings.

Example

In a retail store, if a system glitch causes checkout delays, informing customers about the technical issue helps them understand the situation.

Application

• Communicate Reasons: Explain any delays transparently.
• Express Apologies: Show empathy and acknowledge the inconvenience caused.

6. Unfair Waits Are Longer than Equitable Waits

Explanation

Perceived inequities or violations of the expected order can lead to dissatisfaction. Customers expect a fair system where everyone waits their turn.

Example

At a deli counter, issuing numbered tickets ensures service is provided in order, preventing arguments or feelings of unfairness when new customers arrive.

Application

• Implement Fair Queuing Systems: Use methods like numbered tickets or visible queues.
• Maintain Transparency: Ensure the order of service is clear to all customers.

7. The More Valuable the Service, the Longer People Will Wait

Explanation

Customers are willing to endure longer waits for services they perceive as valuable or exceptional. Expectations adjust based on the anticipated benefit.

Example

People may wait hours in line for the release of a new smartphone because they value being among the first to own it.

Application

• Enhance Perceived Value: Highlight the quality or uniqueness of the service.
• Justify Waits: Reinforce that the wait is worthwhile due to the benefits received.

8. Solo Waits Feel Longer than Group Waits

Explanation

Waiting alone can feel longer and more isolating than waiting with others. Social interaction can distract from the passage of time.

Example

In a theme park, groups of friends or families waiting together may engage in conversation, making the wait seem shorter.

Application

• Encourage Social Interaction: Design waiting areas that facilitate conversation.
• Create Community Feel: Use seating arrangements or activities that bring people together

9. Uncomfortable Waits Feel Longer than Comfortable Ones

Explanation

Physical discomfort can exacerbate the perceived length of a wait. Factors like seating, temperature, and noise levels influence comfort.

Example

In a doctor’s office, providing comfortable chairs and a calm environment can reduce stress and make waits more tolerable.

Application

• Optimize Physical Environment: Ensure waiting areas are clean, comfortable, and well-maintained.
• Control Environmental Factors: Manage noise, lighting, and temperature for maximum comfort.

10. Waits Seem Longer When Customers Feel Forgotten

Explanation

If customers believe they have been overlooked, the wait feels indefinite. Regular acknowledgment reassures them that they are still in the queue.

Example

In restaurants, a host checking in with waiting guests reassures them that they haven’t been forgotten, even if the wait is extended.

Application

• Maintain Contact: Periodically update customers on their status.
• Use Technology: Implement systems that notify customers of their place in line.

Applying Maister’s Principles

By integrating these principles into operational strategies, businesses can significantly improve the waiting experience.

1. Occupy Customers During Waits

• Interactive Elements: Install touchscreens or kiosks with engaging content.
• Entertainment: Play appropriate music or videos that match the brand.

2. Communicate and Set Expectations

• Signage: Display estimated wait times prominently.
• Staff Communication: Train employees to inform customers about expected waits upon arrival.

3. Provide Explanations and Updates

• Transparency: Be honest about delays and reasons.
• Frequent Updates: Keep customers informed if wait times change.

4. Manage Perceptions of Fairness

• First-Come, First-Served: Adhere strictly to service order policies.
• Visible Queues: Design layouts where the queue and order are clear.

5. Design Comfortable Environments

• Seating and Amenities: Provide ample seating, restrooms, and refreshments.
• Aesthetics: Use pleasing decor, colors, and lighting.

6. Engage Customers in the Service Process

• Pre-Service Activities: Have customers fill out necessary forms or provide information during the wait.
• Product Interaction: Allow customers to sample products or view demonstrations.

Conclusion

The Importance of Managing the Psychological Aspects of Waiting

Addressing how customers perceive waits is as important as reducing actual wait times. By applying Maister’s principles, businesses can transform waiting periods into positive experiences that enhance customer satisfaction and loyalty.

Key Takeaways and Best Practices

• Engagement Reduces Perceived Waits: Keep customers occupied to make waits feel shorter.
• Clear Communication is Essential: Inform customers about wait times and reasons for delays.
• Fairness Matters: Implement equitable queuing systems to maintain customer trust.
• Environment Influences Perception: Design waiting areas that are comfortable and engaging.

By thoughtfully addressing both the physical and emotional aspects of waiting, organizations can improve customer experiences, even when actual wait times cannot be reduced.

Discussion Questions

1.Reflect on a Personal Experience of Waiting

• How did the environment or communication affect your perception of the wait?
• What could have been done to improve your waiting experience?

2. Applying Maister’s Principles in Different Industries

• How can retail stores enhance the waiting experience during peak times?
• What strategies can healthcare providers implement to reduce patient anxiety during waits?

3. The Role of Technology in Managing Perceptions of Waiting

• How can mobile apps or digital signage be used to communicate with customers during waits?
• What are the potential benefits and drawbacks of virtual queues?

4. Designing Waiting Areas for Customer Comfort

• What environmental factors contribute to a positive waiting experience?
• How can businesses balance cost with creating engaging waiting spaces?

References•Maister, D. H. (1985).The Psychology of Waiting Lines. In J.A. Czepiel, M.R.Solomon, & C.F. Surprenant (Eds.),The Service Encounter(pp. 113-123). LexingtonBooks.