How fast is this line moving?

Everyone waits in line. Few people enjoy it. Making a line move quickly is one way to keep your customers happy. Making your line appear to move quickly also makes customers happy.

Managing appearances means managing your customers' perceptions. It takes imagination. And then it takes action.

Here are some proven ways to do it:

• Be sure to have a line, not a mob scene or a crowd. An orderly progression towards the service area gives customers- and service providers- a scene of calm.
• Keep the line narrow. Single file lines move more quickly than two or three abreast.
• Arrest the line so those waiting can see the person currently being served. Watching another customer being served makes your place in line appear closer. When the actual service is out of sight, around the corner or down the stairs, your turn can seem many miles away.
• After each customer is served, use a light, arrow or pleasant chime to announce to everyone 'Next!' This keeps the next person alert (saving time between customers) and gives everyone a regular assurance that the line really is moving.
• Put a time estimate on digital display. Let people know what to expect the minute they join the line.
• Provide information alongside the line to attract the attention of those who are waiting. Hang posters, provide brochures, put reading material where they can reach it. When customers become involved, time files faster.
• Play music in the waiting area. For a young crowd, choose upbeat and energetic tunes. For more mature audience, choose instrumental or classical compositions.
• Put a television or video-screen in clear view for those in line. Choose an appropriate channel for your customer base.
• Hang mirrors along the line if possible. Hanging mirrors allows people in line to eagerly check on their appearance. They get so involved, hey hardly notice the time taken.
• Engage the remaining senses. Play music, display freshly cut flowers, offer something to drink or a selection of sweets.
• When the wait is truly long, send your staff to 'comb the line', interacting with customers in advance. You can answer questions, provide information and thank them for their patience.

So many ways to manage perceptions, just while waiting in line. Any customer perception point can be effectively polished to a positive moment of truth. Pick one now that needs your attention and start trying it in your organisation.

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