When a Customer Has Been Waiting in a Line
Robert Bacal
THE SITUATION
In an ideal world, customers should be served immediately, without any waiting. Often the need for a customer to wait is a result of decisions made elsewhere in the organization, something you probably don’t control. What can you do when customers have to wait? Are there ways to prevent the waiting customer from taking out his frustration on you? Yes, there are.
TECHNIQUES USED
■ Empathy Statements (1)
■ Preemptive Strike (2)
■ Assurances of Results (3)
DIALOGUE
In this example, the customer has been waiting, either in a line or a waiting area. This kind of situation occurs often in retail and in doctors’ and dentists’ offices, even when the customer has an appointment time.This dialogue highlights the importance of recognizing the customer’s frustration before he or she has the chance to vent or attack.
The employee notices that the line of customers waiting to be served has grown considerably over the last few minutes and that people in the line are showing signs of impatience— fidgeting, looking at their watches, sighing.This is what happens as the next person waiting approaches the service area.
Employee: I’m sorry you’ve had to wait (1), and I’m going to make sure you can finish up here as quickly as possible (2, 3). What can I help you with?
EXPLANATION
This is called the “Preemptive Strike.” It defuses frustration and anger before the anger is expressed by removing and acknowledging the incentive for the customer to complain and vent. It paves the way for fast service.
You can add to this by providing an explanation of the reason for the delay, if you deem it helpful to the customer. For example, “I’m sorry you’ve had to wait, but the doctor had to deal with an emergency and is running late.”
It’s essential to the success of this technique that you speak first, before the customer has a chance to launch into a complaint. This helps you control the interaction and shortens the time needed, since you receive fewer lengthy complaints about delays.
HINTS
Speaking first allows you to gain control of the interaction and cuts down the amount of venting a customer may feel like doing about having to wait.
When things are behind schedule, consider making an announcement to the entire group of customers waiting and inform them of the approximate length of their wait.
See Also: 3. When a Customer Jumps Ahead in a Line of Waiting Customers, 5. When a Customer Interrupts a Discussion Between the Employee and Another Customer