12 The Psychology of Waiting
The Psychology of Waiting
In the world of service design and management, the perception of a wait can be as crucial—if not more so—than the actual duration of the wait itself. This fundamental insight shifts our focus from merely reducing wait times to actively shaping how customers experience and perceive those waits. As David Maister noted, “Occupied Time Feels Shorter Than Unoccupied Time,” highlighting that two waits of identical length can be experienced very differently depending on context and management.
By understanding and applying key principles of waiting psychology, businesses can transform waiting from a potential source of frustration into an opportunity to enhance the overall service experience. This brief explores these principles and offers practical strategies to improve how customers perceive and experience waiting, ultimately leading to increased satisfaction and loyalty. Remember, the goal isn’t always to eliminate waits entirely, but to make them feel shorter and more pleasant for your customers
Core Principles of Waiting Psychology
David Maister, a renowned management consultant and expert in service operations, made significant contributions to our understanding of the psychology of waiting. His work, published in “The Psychology of Waiting Lines,” has become foundational in service design. Maister identified several key principles that explain how people perceive and experience waiting. Let’s explore these principles and their practical applications in service management.
Occupied Time Feels Shorter Than Unoccupied Time
People perceive time as passing more quickly when they’re engaged in an activity.
Examples:
- Restaurants providing menus to browse while waiting
- Banks offering informational videos or stock market updates on screens
- Theme parks with interactive queues or pre-show entertainment
Strategy: Provide relevant, engaging activities or information during wait times.
People Want to Get Started
Customers feel more satisfied when they perceive the service process has begun.Examples:
- Hostess at a restaurant acknowledging guests and taking their name
- Doctor’s office having patients fill out forms while waiting
- Car service centers beginning with a quick visual inspection upon arrival
Strategy: Create a clear “starting point” for your service, even if actual service delivery is delayed.
Anxiety Makes Waits Seem Longer
Uncertainty and worry about the wait or upcoming service can extend perceived wait times.
Examples:
- Airports not providing clear information about flight delays
- Customers at a busy store unsure if they’re in the correct line
- Patients anxiously awaiting test results without updates
Strategy: Provide clear information and reassurance to reduce customer anxiety.
Uncertain Waits Are Longer Than Known, Finite Waits
When customers don’t know how long they’ll wait, time seems to pass more slowly.
Examples:
- A restaurant quoting a 30-minute wait vs. saying “it shouldn’t be too long”
- Software download progress bars vs. indefinite loading animations
- Delivery services providing specific time windows vs. vague arrival estimates
Strategy: When possible, provide clear, realistic estimates of wait times.
Unexplained Waits Are Longer Than Explained Waits
Customers are more patient when they understand the reason for a delay.
Examples:
- Flight attendants explaining reasons for takeoff delays
- Retail cashiers acknowledging and explaining technical issues
- Restaurants informing customers about kitchen backups
Strategy: Communicate openly about the causes of delays, even if they’re not in your control.
Unfair Waits Are Longer Than Equitable Waits
Perceived unfairness in queue management leads to frustration and longer perceived waits.
Examples:
- Customers seeing others “cut” in line at a store
- VIP lines at events that aren’t clearly explained
- Inconsistent policies for handling late arrivals at appointments
Strategy: Ensure queue management is transparent and perceived as fair by all customers.
The More Valuable the Service, the Longer the Customer Will Wait
Customers are willing to wait longer for services they perceive as more valuable.
Examples:
- Longer waits tolerated at high-end restaurants vs. fast food chains
- Patients waiting longer to see specialists vs. general practitioners
- Customers queuing overnight for limited edition product releases
Strategy: Emphasize the value and quality of your service to increase wait tolerance.
Solo Waits Feel Longer Than Group Waits
Waiting with others can make the experience more tolerable and seemingly shorter.
Examples:
- Amusement park queues where groups interact and build excitement
- Waiting rooms with communal activities or conversation starters
- Group fitness classes where pre-class socializing is encouraged
Strategy: Foster a sense of community or shared experience among waiting customers.
Strategies for Effective Wait Management
Queue design and management techniques
Effective queue management begins with thoughtful design. Physical queue structures should prioritize fairness and efficiency. Single-line, multiple-server systems often work best, as they eliminate the anxiety of choosing the “wrong” line. Serpentine lines can optimize space and create a sense of movement. Clear signage and markers are essential for guiding customers smoothly through the queue.
Virtual queue systems have revolutionized wait management. Mobile apps allow customers to join queues remotely and receive status updates, freeing them to use their wait time productively. SMS or push notifications can alert customers when it’s their turn, reducing perceived wait times.
Hybrid approaches combine the best of both worlds. For example, restaurants might use a physical waiting area with a virtual queue system, sending text alerts when tables are ready. Pagers or buzzers can be used in conjunction with traditional lines, giving customers more freedom while waiting. Timed entry tickets for popular attractions or services can help distribute crowds and manage expectations.
Distraction and engagement methods
Keeping customers occupied during waits is crucial for improving their perception of the experience. Entertainment options such as screens with relevant content, free Wi-Fi, or reading materials can help pass the time. However, it’s important that these distractions relate to or enhance the service experience, rather than feeling like mere time-fillers.
Offering productive activities during waits can be even more effective. Allowing customers to complete necessary paperwork, learn about products or services, or engage with informative content can make the wait feel useful rather than wasted. This approach is particularly effective in healthcare settings or financial services.
Interactive experiences take engagement a step further. Gamified waiting experiences using smartphones or kiosks can turn waiting into a fun activity. AR or VR experiences can provide entertainment and information simultaneously. Interactive displays or exhibits related to your service can educate and engage customers, making the wait an integral part of the overall experience.
Communication strategies
Setting and managing expectations from the outset is crucial. Provide accurate wait time estimates, explain the service process, and be transparent about factors that might affect wait times.
Visual cues showing progress through the queue can help customers feel a sense of advancement. Real-time updates are increasingly expected by customers. Digital displays showing current wait times and queue status can reduce anxiety. Automated systems sending personalized updates to customers’ devices can keep them informed without requiring constant attention to a central display.
Staff training in wait-related communication is essential. Employees should be taught empathy and active listening skills, equipped with scripts for common scenarios, and trained in de-escalation techniques for handling frustrated customers. The human touch in communication can significantly impact how waits are perceived.
Fairness and Ethics in Queue Management
The psychology of waiting is deeply intertwined with perceptions of fairness and ethical treatment. How an organization manages its queues can significantly impact customer trust and satisfaction, making fairness and ethics crucial considerations in wait management.
Ensuring Equitable Treatment
The cornerstone of ethical queue management is ensuring that all customers are treated fairly. This means adhering to the principle of “first come, first served” whenever possible. When deviations from this principle are necessary, they should be clearly justified and communicated to all customers.
For instance, priority queues for certain groups (e.g., elderly, disabled, or premium customers) can be acceptable if they’re transparently implemented and don’t significantly disadvantage other customers. The key is to balance the needs of different customer groups while maintaining an overall sense of fairness.
Transparency in Queue Management
Transparency is essential in building trust with waiting customers. Any rules or algorithms used to manage queues should be openly communicated. This includes being honest about wait times, even when they’re longer than desired. Misleading customers about wait times may provide short-term benefits but can severely damage long-term trust and reputation.
When using technology to manage queues, such as virtual queuing systems or AI-driven prediction models, organizations should be clear about how these systems work. Customers should understand how their place in line is determined and what factors might affect their wait time.
Accessibility and Inclusivity
Ethical queue management must consider the needs of all customers, including those with disabilities or other special requirements. This might involve providing seating in physical queues, offering alternative ways to wait (e.g., pagers or SMS notifications), or ensuring that digital queue systems are compatible with assistive technologies.
Moreover, queue management systems should be designed to accommodate customers who may not have access to or comfort with digital technologies. Always provide alternative options for those who can’t or prefer not to use app-based or digital queuing systems.
Data Privacy and Ethical Use of Information
As queue management becomes increasingly data-driven, organizations must be mindful of privacy concerns. Only collect data that’s necessary for effective queue management, be transparent about how this data is used, and ensure it’s securely stored and eventually deleted when no longer needed.
Avoid using personal data collected during queuing for unrelated purposes without explicit consent. For instance, using queue data for targeted marketing without permission could be seen as a breach of trust.
Staff Training and Empowerment
Frontline staff play a crucial role in maintaining fairness and ethical standards in queue management. Train staff not only in the technical aspects of queue management but also in the ethical principles behind it. Empower them to make decisions that uphold fairness, even if it means occasionally deviating from standard procedures.
Conclusion
The psychology of waiting is a critical yet often overlooked aspect of service design and management. As we’ve explored throughout this guide, the perception of a wait can be as important, if not more so, than the actual duration of the wait itself. By understanding and applying the principles outlined by David Maister and other experts in the field, businesses can transform waiting from a potential source of frustration into an opportunity to enhance the overall service experience.
Key takeaways from this guide include:
- The importance of managing customer perceptions and expectations during waits.
- The effectiveness of keeping customers occupied and engaged during wait times.
- The critical role of clear, honest communication in managing wait experiences.
- The need for well-designed queue management systems, both physical and virtual.
- The significance of fairness and ethical considerations in queue management.
As technology continues to evolve, new opportunities for innovative wait management will emerge. However, the fundamental psychological principles of waiting are likely to remain constant. Service providers who prioritize understanding and addressing these psychological aspects of waiting will be well-positioned to create positive, memorable customer experiences, even in situations where waits are unavoidable.
Appendix: Queue Design Examples
Theme Park Attraction Queue
Service: A popular roller coaster at a major theme park
Design Elements and Corresponding Principles:
- Interactive Queue Elements (Occupied Time Feels Shorter Than Unoccupied Time)
• Incorporates themed games and puzzles throughout the queue area
• Provides touchscreen trivia challenges related to the ride’s theme - Virtual Queue System (People Want to Get Started, Uncertain Waits Are Longer Than Known, Finite Waits)
• Offers a mobile app for joining the queue virtually
• Provides real-time wait estimates and notifications as guests approach their turn - Themed Storytelling Experience (Anxiety Makes Waits Seem Longer, Solo Waits Feel Longer Than Group Waits)
• Designs the queue as a narrative journey, building excitement for the ride
• Encourages group interaction through shared story elements and cooperative challenges - Transparent Queue Progress (Unexplained Waits Are Longer Than Explained Waits)
• Uses clear markers to show progression through the queue
• Provides periodic announcements explaining any delays or changes in wait times - Priority Pass System (Unfair Waits Are Longer Than Equitable Waits, The More Valuable the Service, the Longer the Customer Will Wait)
• Offers a limited number of priority passes for an additional fee
• Clearly explains the priority system to all guests to maintain a sense of fairness - Comfort and Accessibility Features (Fairness and Ethics in Queue Management)
• Provides shaded areas, fans, and seating throughout the queue
• Offers alternative queuing options for guests with disabilities - Ride Preview Area (People Want to Get Started, Anxiety Makes Waits Seem Longer)
• Creates a section where waiting guests can watch the ride in action
• Displays safety information and ride statistics to inform and excite guests - Staff Interaction Points (Unexplained Waits Are Longer Than Explained Waits, Communication Strategies)
• Stations staff members throughout the queue to answer questions and provide updates
• Trains staff in positive communication techniques to enhance guest experience
Emergency Room Triage Queue
Service: A busy urban hospital’s emergency room
Design Elements and Corresponding Principles:
- Digital Triage System (Uncertain Waits Are Longer Than Known, Finite Waits, Unfair Waits Are Longer Than Equitable Waits)
• Implements a visible digital triage system explaining wait categories
• Provides individual wait time estimates based on severity of condition - Informative Waiting Area (Occupied Time Feels Shorter Than Unoccupied Time, Anxiety Makes Waits Seem Longer)
• Installs screens with health education content and general news
• Offers tablets with health assessment tools and educational games - Clear Communication Protocol (Unexplained Waits Are Longer Than Explained Waits, Communication Strategies)
• Trains staff to provide regular updates on wait status and reasons for delays
• Uses a multilingual announcement system for important information - Comfort-Focused Design (Fairness and Ethics in Queue Management)
• Designs waiting area with comfortable seating and private nooks
• Provides charging stations and free Wi-Fi to keep patients connected - Initial Assessment Area (People Want to Get Started, Anxiety Makes Waits Seem Longer)
• Creates a quick initial assessment zone to begin the care process early
• Provides patients with a preliminary care plan, even if full treatment is delayed - Community Support Features (Solo Waits Feel Longer Than Group Waits)
• Designs family-friendly waiting areas to keep groups together
• Offers a volunteer program for providing companionship to solo patients - Transparent Priority System (Unfair Waits Are Longer Than Equitable Waits, The More Valuable the Service, the Longer the Customer Will Wait)
• Clearly explains the triage system and why certain patients are seen first
• Provides visual aids to help patients understand the prioritization process - Alternative Waiting Options (Queue Design and Management Techniques)
• Implements a pager system allowing patients to wait in less crowded areas
• Offers a virtual queue option for non-critical cases, allowing patients to wait at home