The Psychological Impact of Queues
We both have insight from our work improving customer experience that queuing can evoke strong psychological reactions. The way customers perceive a wait can influence their overall experience. Studies show that if a negative experience occurs at the start of a customer journey, businesses must work significantly harder to recover satisfaction. Sarah notes, “We have an inherent negative bias as humans—we tend to focus on the one bad thing over all the positives.”
Sarah explains, “If you frustrate people at the start, you have to work much harder to get them back into a positive frame of mind.” One study suggests that it takes 10 positive interactions to counteract one negative encounter. That’s why it’s so important that people aren’t stuck hitting Refresh-Refresh-Refresh on a crashed site when too many people try to use it – that’s the pain point that Queue-Fair prevents.
Sarah shares an anecdote: “I recently worked on a new museum launch project in Northern Ireland. When they showed me their plans, I asked, ‘Where will school groups wait if it’s raining?’ They hadn’t thought about it at all! I pointed out that 30 grumpy kids and one annoyed teacher would not be an ideal start to their visit. Providing even basic shelter can make all the difference.”
She adds, “A well-managed queue sets the tone for the rest of the experience. When visitors feel considered and taken care of, they enter the venue in a much better mood.”
We couldn’t agree more.
Acknowledgement is Key
According to Sarah, acknowledging customers early in their waiting experience is crucial. “Whether it’s a simple eye contact and a nod from a bartender or a real-time update in a virtual queue, acknowledgement reassures customers that they have a place in line and that their wait is fair and valued.”
She went back to her early days managing a bar in South London: “We had a mystery shopper program that scored staff on acknowledging customers within 30 seconds of arrival. I initially didn’t understand why it was so important, but I quickly learned that people felt more relaxed and engaged when they were acknowledged right away.”
She continues, “Even in busy environments, a quick acknowledgement can significantly impact how customers perceive their wait.”
Businesses that integrate queue management solutions like Queue-Fair can enhance customer satisfaction by providing real-time updates, estimated wait times, and even interactive elements to keep customers engaged, delivering that vital acknowledgement immediately, instead of a crashed site or app.
Common Mistakes Businesses Make When Managing Queues
Despite the best intentions, businesses often make critical mistakes that negatively impact customer perception. Sarah highlights some of the most common mistakes, including:
Inadequate Training and Staffing
Many businesses fail to train their staff adequately, leading them to view their roles as merely functional rather than customer-centric. Sarah explained, "Proper training can help staff understand the importance of their interactions with customers throughout the queuing process." This can transform a routine interaction into a positive experience for the customer.
She added, "Some staff think if they don’t make eye contact, they won’t have to deal with impatient customers. But really, it’s counterintuitive. Ignoring customers only makes things worse." Proper training can help staff feel more confident and equipped to handle customer interactions, improving the overall queuing experience.
Visibility and Communication Issues
Clear signage and communication are essential for a smooth queuing experience. Sarah shared an example from the catering outlets at ExCeL London, "A lack of clear signage led to confusion and frustration. Ensuring visibility and clear communication can prevent such issues." She elaborated, "My colleague and I walked up to what we thought was the coffee counter. Little did we know, there was a sign above us that said 'Collection.' We stood there for 10-15 minutes wondering why we weren’t being served. There were two baristas making coffee, but neither acknowledged us or told us we were in the wrong spot." This highlights the need for businesses to prioritis e clear and effective communication.
Sarah further emphasis ed the importance of communication with an anecdote about a retail experience. "I was on Regent Street recently and was asked to wait outside a store without any explanation. I didn’t understand why there was a limit on people inside, and that lack of communication was frustrating. When I finally got in, I realis ed , that this particular brand was trying to create a more relaxed shopping experience by reducing the numbers, something I can back—but if they had just told me that upfront, I would have been fine with waiting." This example underscores how simple communication can significantly improve the customer experience.
Enhancing the Customer Experience
Businesses should view the queue as an integral part of the customer experience. The experience starts long before the customer reaches the front of the queue. For events like Glastonbury, the experience begins with the anticipation and registration process, extending through the entire event.
Estimated Wait Times and Regular Updates
Providing customers with estimated wait times can help manage their expectations and reduce anxiety. Sarah noted, "Knowing their place in a doctor's office queue or having an app like WeQ4U that reconnects them when their turn arrives can make the waiting experience more tolerable." Keeping customers informed is key to a positive queuing experience.
Sarah shared her thoughts on how technology can be used effectively in queuing. "A multi-pronged approach works best—some customers prefer digital solutions, while others prefer human interaction. For example, apps like WeQ4U can help reduce anxiety by providing real-time updates and allowing customers to leave the queue and come back later.The importance of Human Skills supported by technology has never been greater" This flexibility can greatly enhance the overall customer experience.
Cross-Sector Best Practices for Queuing
Different sectors have developed unique strategies to handle queues effectively. Some of the best practices that can be applied across industries include:
Retail
Retail experiences can be improved by clear communication and managing customer expectations. Sarah shared an example, "When I waited outside that store on Regent Street, better communication could have improved my experience. If they had just explained why there was a limit on people inside, I would have been fine with waiting." She also discussed the importance of customer service in retail, "The person on the door was security, but all it needed was someone with great customer service skills to explain why they had a capacity limit." This simple act of communication can alleviate frustration and improve the overall experience.
Sarah recalled a positive experience at a high-end store. "I was waiting outside a luxury boutique, and the staff came out to offer bottled water and chat with customers. It made the wait feel more like part of the experience rather than an inconvenience." This example shows how small gestures can make a big impact on customer satisfaction.
Matt has something to add. “We know from the experience of our Queue-Fair eCommerce customers that a positive queue experience is vital. Showing a Queue Page not only acknowledges that the seller has thought about the visitor experience, it can also send a strong message that the product is popular and sought-after.” That’s why Queue-Fair’s retail customers tell us that people who have seen a Queue Page before purchasing end up adding 20% more to their shopping baskets, compared with people who have seen no Queue Page at all.
Bars and Restaurants
Communication is key in bars and restaurants. Clear information about wait times and policies on websites can set the right expectations. Sarah emphasis ed, "If you’re clear about policies like, ‘We don’t take bookings, and at peak times you may need to wait up to 30 minutes,’ customers arrive with the right expectations." Engaging with customers while they wait can turn the queuing experience into a positive one. She added, "Sometimes, low-tech solutions can be really effective. I remember going to Disney World as a child, where simple signs saying, 'Don't worry, you're almost there!' helped manage expectations. Those small gestures really made a difference."
Sarah also shared a recent experience at a bar where effective communication made a difference. "I went to a busy bar in London where the staff would make eye contact, smile, and give a thumbs-up to acknowledge new customers. It instantly made me feel more at ease, knowing that I had been noticed and that my turn would come soon." This example highlights how simple, low-tech solutions can significantly enhance the customer experience.
Sports and Arenas
For stadium events, the entire day is often planned around the event. As Sarah noted, "As long as customers feel reassured they will get inside on time, the queuing experience can be managed effectively." Communication and planning are crucial in this context. She shared an anecdote, "I recently went to a gig at the Brighton Centre, and it was freezing outside. We were all just standing there, taking pictures of ourselves in the queue because there was nothing else to do. It was such a missed opportunity." Adding elements like photo opportunities or themed distractions could have greatly improved the waiting experience.
Sarah mentioned how some venues have successfully enhanced the queuing experience. "Look at attractions like those owned by Merlin Entertainments. They’ve nailed the experience by adding things like photo opportunities or themed distractions. Or timed access/fast track for rides, to reduce the need to wait around. It's those little touches that can make a big difference." This approach can transform a mundane wait into an enjoyable part of the overall event experience.
That’s why at Queue-Fair we give our clients full control of the HTML of their Queue Pages – it means that anything that can be shown on a web page, you can put on a Queue Page. Arenas and sports organisations frequently put videos of artists or teams on their Queue Pages to keep visitors entertained, for example.
Turning Waiting into an Opportunity
Sarah suggests several ways businesses can transform queues into opportunities, engaging customers and enhancing their experience:
Adding Value While Waiting
Contests, prize draws, interactive experiences, and previews can keep customers entertained and engaged while they wait. Sarah shared, "Engaging customers during the wait can create a positive experience and enhance brand perception." She recalled, "Dice used to do something really cool for gigs. You could buy a ticket and see who else was attending, which made it easier for people going solo to connect." This kind of engagement can make waiting an enjoyable part of the overall experience.
Sarah also mentioned how some businesses use queues to showcase their brand. "Apple is a great example—they've built a culture where people love to queue outside their stores for new releases. It builds brand value and creates a sense of community among customers." This shows how turning the queuing experience into a positive, branded event can enhance customer loyalty – and here at Queue-Fair we ensure that all our clients’ Queue Pages are in their brand, even on Free Tier accounts.
Leveraging Technology
Virtual queuing solutions and real-time updates through apps can help reduce uncertainty and give customers a sense of control. Sarah explained, "Providing accurate wait times and allowing customers to leave the queue and come back later can improve the overall experience." She added, "A multi-pronged approach works best—some customers prefer digital solutions, while others prefer human interaction."
Sarah emphasis ed the importance of clear and consistent communication, whether through digital platforms or in-person interactions. That chimes with our experience – Queue-Fair provides a people-ahead counter, an estimated wait and a progress bar, so people feel fully informed about their wait, which is a key factor in ensuring a positive visitor experience. We also make it easy for our clients to send live messages to the people in the queue, to keep them updated. Knowledge is key to visitor satisfaction.
Behavioural Science and Customer Mood
Understanding the impact of customer mood on queuing psychology is crucial. Businesses need to listen to both employees and customers to understand their experiences and address pain points.
Customer Journey Mapping
Mapping out the entire customer journey, from landing on a website to arriving at the venue, can help identify stress points and smooth out the experience. Sarah emphasis ed, "Behavioural science can help reframe waiting and improve customer perceptions."
Sarah also mentioned her experience at Breda University, as part of the 2024 IAAPA trip that she helped host, where they explored how mood influences experiences. "Breda University is fascinating—they’re using tech in so many ways. One group I observed was measuring people's heart rates throughout their experience, from arriving at theme parks, waiting in queues, to the excitement of going on a ride. They were studying how interactions—whether with physical rides, staff, or digital experiences—impacted emotional responses." This research underscores the importance of understanding and managing customer emotions throughout their journey.
Conclusion
Sarah concludes, “Queuing is an inevitable part of the customer journey, but it doesn’t have to be a negative experience. Treating queues as an extension of the overall brand experience can make all the difference.”
By understanding the psychology behind waiting and leveraging technology like Queue-Fair, businesses can turn wait times into an opportunity to engage and delight their customers. With clear communication and thoughtful design, businesses can ensure customers leave with a positive impression — and maybe even look forward to their next visit.
