There are only 3 ways to manage waiting in customer experience. We allegedly spend 10 percent of our lives waiting. I know it’s true because I once read on the Internet. #truestory

Waiting is inevitable for your customers, especially if you have a successful business. How you handle those moments and the little extras you offer can make a big difference. That’s why the seventh of the 10 types of Purple Goldfish focuses on Waiting.

Waiting can be addressed in 3 ways:

1. You can work to reduce the wait.
Example – SportsClips Haircuts uses its website and mobile apps to manage the waiting process. In real-time customers can see the wait time at all nearby locations. You can check in to hold your place in line.

2. You can make the wait feel shorter or more enjoyable.
Example – When flights are delayed, JetBlue Airways often shows up at the gate with tables full of free water and snacks and then sometimes sets up a trivia game for everyone with prizes.

3. You can reduce the uncertainty of the wait.
Example – Uber and its interactive map allows you to track your ride in real-time. It doesn’t make the wait any shorter, but it allows you to eliminate the uncertainty.

Takeaway – Unburden the weight of waiting. Reduce, Renew, Re-certain.