The Frustration Factor
Ever have this experience?: You’re waiting in line at the grocery store, when a new line opens up. The cashier yells, “I’ll take the next person in line!” And the 10 or so people waiting behind you rush over before you can even react. Frustrating? Shoppers think so.
But a recent article in The New York Times highlights how customer-friendly Whole Foods Market is working to change that frustrating experience by moving customers through the lines quickly and efficiently. Customers have commented that, even with 50 people in line, checking out is a fast and pleasant experience.
So pleasant in fact, even Jon Basalone, senior VP of Trader Joe’s is intrigued, telling The Times, “It’s very impressive.”
Paco Underhill, author of Why We Buy: The Science of Shopping, explained that consumers rate time management as extremely important. Therefore, it’s critical for retailers to help customers get out of the store as quickly as possible. People typically will describe their wait periods as being much longer than they actually are, simply due to the frustration of waiting.
“We have good clocks in our heads for roughly three minutes,” said Mr. Underhill. “Once we get beyond that, time expands wildly.”
Whole Foods’ success has been so great that slower lines at competitors are driving increased business to Whole Foods. People simply do not have the time or inclination to wait in long lines, especially when an alternative is presented.
How does your customer experience measure up when it comes to the Frustration Factor? Are you making use of every available strategy to make it easy for your customers to buy and keep moving?
Tags: Customer Experience, customer service, david rich, icc, icc/decision services, retail