12/27/2023 0 Comments Queue line systemsShow that you want to have a dialogue, that you’re willing to listen. Prompt customers waiting in line to complete surveys, or communicate with your business through social media. If their joke is selected, it will be read aloud in the live show that’s to follow. On some lines for rides, the Disney queueing system asks patrons to text message jokes to a specified number. Why not make use of them in combination with digital signage? Nearly half of the world’s population has a smartphone. Not only can businesses display information, like promotional events, but they can also incentivize customers to communicate with them. What’s great about digital signage is it also forms another opportunity to communicate with customers. Mitigate the sense of boredom, so that customers minds aren’t focused on “I hate waiting in line”, but can tell their friends and family over dinner, “I didn’t even notice I was waiting in line!” Millennial customers, in particular, are fans of the large screens. Industry terminology coins those televisions “digital signage”. So the lesson here is, fill your lines with HDTVs. Many of Disney’s lines feature interactive televisions through which patrons watch a clip or play games while waiting. While typical retailers can’t hire costumed characters to do a jig for their customers, they can still implement Disney’s principles. Whether that be a dance, or show on the side, or other attractions to steal people’s eyes. The Disney queuing system is centered on keeping patrons entertained - to turn waiting in line into its own kind of amusement. When you sit on a red-hot cinder a second seems like an hour. When you are courting a nice girl an hour seems like a second. It’s kind of a cheat to invoke Albert Einstein, but what can we do? His famous quote about time relativity is as relevant as ever: You can’t help but feel the pressure of time. Your phone was in your hand as you swiped through emails, stared at the clock, then back at the line, then back at the clock. Now think about the last time you went through security at the airport. Did you ever bother to check the clock while you were absorbed by something entertaining? Think about the last time you were engrossed by an activity: maybe it was a book or an award-winning show on Netflix. Look, What’s Over There: Queue and the Art of Distraction Disney knows to take visitors’ minds off the queue and put it on to something else. So that, waiting in line becomes an experience of its own. But more clearly, to be entertained throughout every part of the Disney World experience.Īs patrons wait in line for Space Mountain or any other ride, Disney characters parade the line, shaking hands, and snapping pictures with those in queue. In short, visitors are there to be entertained. Well, what do millions of bright-eyed kids, as well as kids at heart, go to Disney for? To see Mickey and Goofy, eat cotton candy, and watch fireworks sparkle above Cinderella’s Castle. An Entertaining Queueĭisney queue management has turned what is typically viewed as a stagnant experience - waiting idly around - into an extension of its amusement park. They might lose a potential returning customer because the queue ruined the experience for them - and returning customers are always cheaper than attracting new ones.Īs we’re about to see, Disney must have read Maister, or any of several other researchers who have reached the same conclusions. One poor queuing experience can make a break a transaction - or an amusement park.īusinesses need to understand this. Maister explains in his paper that despite exceptional service, we may ultimately judge the entire service unsavory because of an inadequate queue experience.Īmericans alone spend 37 billion hours each year in queue. “Once we are being served, our transaction with the service organization may be efficient, courteous and complete: but the bitter taste of how long it took to get attention pollutes the overall judgments that we make about the quality of service.” But we want to point out that even experts have concluded that waiting in line is, in science terms, a real bummer. You may be able to call upon your own experience (if you can’t, consider yourself lucky). Waiting Is Boringįirst of all, let’s drive home just how boring waiting in line can be. Even if you’re not in the business of entertaining people, you’d do well to learn from Disney’s bag of queuing tricks. Ones where many-many people wait in many-many lines.ĭespite all that waiting around, Disney queuing theory knows the magic words to make people forget they’re stuck in a queue. Beyond the movie businesses, Disney is globally known for its theme parks. Yes, that Disney, the one that’s going to produce Star Wars and Marvel movies for the next century. In fact, there’s at least one company that knows how to make queuing part of the experience - Disney. Queues don’t have to be experiences to dread.
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