POSTILLION Management Bulletin - To wait or not to wait?


A recent survey into the behaviour of customers in various situations shows that people are becoming less tolerant of queues and delays. The results of the survey suggest that new technology is at least in part responsible for our reduced tolerance to delays in service delivery. One in three of those surveyed had access to a broadband internet connection, and since its installation felt it had reduced their patience in the 'real world', causing them to demand an always-on, instant response in other areas of their life too

Up to one in five men and one in ten women will stop waiting in a shop queue after 3 minutes, almost one in two won’t queue for more than 5 minutes in a high street shop. The most alarming feature of this for businesses is that up to half of those responding to the survey said that they have given up waiting on the phone to a retailer, and have avoided the brand thereafter. Businesses work hard to establish and maintain their brand. However, just five minutes of waiting on hold can undo the whole effort, and lose a customer, often without the company knowing they’ve gone. And once they go, they stay gone.

For more information about this survey, check out http://www.cw.com/media_events/media_centre/releases/2004/08_27_2004_80.html

If you would like to improve your response to customers, whether online, on the telephone or in person, contact us by reply to this E-Mail, and we won’t keep you waiting for a response!

Bill Jones
POSTILLION Business Management Support
Tel: 01494 451239
Independent Advice and Support
Executive Associate, Institute for Independent Business