Jim answers questions from fellow Drillers
Hi again folks, Jim Novo here.
If customers have to “wait” for service, does the inconvenience / possible frustration impact their value? Great question; problem is, most businesses don’t know how to answer it in a way that will be meaningful to the value of the business. You know our Drillers though, they’ll get about it with actionable results in mind. On to the Drillin’!
Q: Are you familiar with (or can you refer me to someone who is familiar with) customer satisfaction around queuing up for service?
A: This is a Frequently Asked Question for sure, and not one there is a lot of statistically believable data on…at least that people are willing to release. Kind of a sensitive subject, as you might think…
Q: I work for a large bank. We have perceived queuing problems in some of our branches – generally due to layout restrictions. I say perceived because although a queue is long, it moves fairly quickly with the actual wait time to see a teller often less than 5 minutes (considered at par with our competition).
However, customers grumble when they walk into the branch and see the line and continue to grumble out loud until they reach the teller and then continue to communicate their dissatisfaction to the teller. Do you know if any work has been done in this area with other large companies that tend to have long queues (like airline ticket counters, large retailers)?
Thanking you in advance for your response.
A: I think this issue can be an illusion; let me tell you what I mean.
For e-commerce, somebody like Gartner does a survey that says people hate shipping charges, and every web site kicks in “free shipping.” Guess what? People have always hated shipping charges since 1850 when the catalog business started. And why not? It looks like extra cost to the customer. But if you run your business correctly, you price with shipping in mind and manage costs so that you still make a profit.Continue reading The Cost of Queuing Customers