6 Ways to Curb Wait Times in Your Small Business

Imagine that you are standing in a big-box store surrounded by dozens of people trying to get in a queue to pay for planned purchases. There’s only one cash register lane and one cashier to serve this great mass of people. You easily found the product on the shelf. It is exactly what you wanted to find when you wandered into this retail establishment. You even have cash in your wallet to pay the reasonable price stamped on the tag. How long are you willing to wait? 5 minutes? 10? 20?

This scene plays out hundreds, maybe thousands, of times each day in both brick-and-mortar stores and online. Sadly, many people abandon their purchase rather than fight a slow-loading web page or what seems like a never-ending line.

Whether you run a thriving ophthalmology practice, a boutique service business, you must keep customer traffic flowing smoothly or risk losing customers.

How Not to Keep Customers Waiting

Long customer wait times are usually, if not always, training and support issues. Start the journey toward superior customer service, and shorter wait times, with a focus on employees — perhaps your most valuable asset.

Your employees are the face of your brand. Hire high-quality staff. Pay them well. Give them a benefits package you would be happy to accept. Make sure you have the technology necessary to meet customer expectations. And, train your team to pursue excellence daily. A well-equipped team can create positive experiences that encourage brand loyalty and word of mouth referrals.

Invest in In-House, Small Business Research

During my career managing a number of medical centers, I Have learned to understand the value of training staff members, and verifying customer service expectations. Our team uses a well-developed system for monitoring customer service and patient communication.

We focus on nurturing relationships with clients by accommodating each patient in a timely manner. Evaluating satisfaction through surveys, post-visit follow-up calls, texts, and other methods provides relevant research data that drive improved service delivery and reduces wait times.

Develop a system that supports efficient service delivery.

Deploy Advanced Technology: Using Tech-Guided Service Delivery

Tech-guided service is seen everywhere today, from the doctor’s office to the corner deli and the neighborhood bank.

Tech guided service delivery dramatically improves customer flow, efficiency and profit margins. Along with using an employee near the entrance to direct customer traffic, technology can significantly reduce wait times, and ensure that each customer receives consistent services.

Use best-in-class technology for your business or medical practice.

Managing a Modest Wait Time

When it comes to nurturing client relationships, sometimes improving the wait time experience is almost as good as reducing the wait.

Whether a person is waiting for the technician to rotate their tires and check their battery, or waiting for an annual wellness check in the ophthalmologist’s office, they expect a comfortable experience from the moment they walk through the front door.

Would you feel appreciated if you had to wait in your lobby for a long time? Transforming a boring, uncomfortable space could be as simple as adding public Wi-Fi and a children’s corner. Updating the furniture and wall art, and piping in low-volume uplifting music may also change the way customers view your small business brand. Some people surveyed report having access to a spring water dispenser, up-to-date reading material, and a clean public restroom, create a positive experience, even when they have to wait beyond what they expected.

Update your wait spaces.

Learn to Say Yes When It Matters Most

One way to manage wait times is to learn to say, “Yes.” Yes to more front line staff. Yes to additional, and ongoing training. Yes to eliminating old habits that create inefficiencies, while investing in technology that streamlines internal workflow to accommodate customer service.

Six Ways to Curb Wait Times

• Create mobile queue opportunities.
• Implement a no-show/late arrival policy and enforce that policy consistently
• Identify and correct bottlenecks in your customer flow patterns
• Communicate effectively
• Gather important information before face-to-face engagement via email, text or traditional mail
• Know the three critical steps of using feedback as a change driver. Ask. Listen. Take Action.