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In one of a series of memorable advertisements for which it has become 1)justly famous, 2)Federal Express noted that: “Waiting is frustrating, 3)demoralizing, agonizing, 4)aggravating, annoying, time consuming and incredibly expensive.” It is a common experience that a two-minute wait can feel like nothing at all, or can feel like forever. We must learn to influence how the customer feels about a given length of waiting time.
Occupied Time Feels Shorter Than Unoccupied Time
As William James, the noted philosopher observed: “Boredom results from being attentive to the 5)passage of time.” A more 6)colloquial version might be “A watched pot never boils.” The truth of this proposition has been discovered by many service organizations. In various restaurants, it is common practice to hand out menus for customers to 7)peruse while waiting. Apart from shortening the perception of time, this practice has the benefit of shortening the service time, since customers will be ready to order once they are seated, and will not 8)tie up table space making up their minds.
People Want to Get Started
One of the other virtues of handing out menus, providing methods of service-related 9)time-fillers, is that they convey the sense the service has started: we know that you are here. Again, I appeal to common experience to reflect the fact that one’s anxiety level is much higher while waiting to be served than it is while being served, even though the latter wait may be longer. There is a fear of being forgotten.
Anxiety Makes Waits Seem Longer
In the cases cited above, the anxiety was about whether or not one had been forgotten. Anxiety can, however, come from other sources. Nearly everyone has had the experience of choosing a line at the supermarket or airport, and then standing there worrying that he had chosen the wrong line. As one tries to decide whether to move, the anxiety level increases and the wait becomes intolerable. This situation is covered by what is known as 10)Erma Bombeck’s Law: “The other line always moves faster.” Is there anyone who has not had the experience of choosing a line at the supermarket or airport and worrying that we had, indeed, chosen the wrong line?
Uncertain Waits Are Longer Than Known, Finite Waits
The most profound source of anxiety in waiting is how long the wait will be. A good example of the role of uncertainty in the waiting experience is provided by the appointment syndrome. Clients who arrive early for an appointment will sit contentedly until the scheduled time, even if this is a significant amount of time in an absolute sense. However, once the appointment time is passed, even if it’s a short wait, the client grows increasingly annoying. The wait until the appointed time is finite; waiting beyond that point has no knowable limit.
Unexplained Waits Are Longer Than Explained Waits
On a cold and snowy morning, when I telephone for a taxi, I begin with the expectation that my wait will be longer than on a clear, summer day. Accordingly, I wait with more patience because I understand the causes for the delay. Similarly, if a doctor’s 11)receptionist informs me that an emergency has taken place, I can wait with greater 12)equanimity than if I do not know what is going on. The explanation given may or may not 13)exculpate the service provider, but it is better than no explanation at all.
Unfair Waits Are Longer Than Equitable Waits
One of the most frequent 14)irritants mentioned by customers is the prior seating of those who have arrived later. They observe: “The feeling that somebody has successfully ‘cut in front’ of you causes even the most patient customer to become furious.” In many situations, there is no visible order to the waiting line. It is for this reason that many service facilities have a system of taking a number, whereby each customer is issued a number and served in strict numerical order. In some facilities, the number currently being served is displayed so that customers can estimate the expected waiting times.
The More Valuable the Service, the Longer the Customer Will Wait
The example of the supermarket express-checkout counter reminds us that our tolerance for waiting depends upon the perceived value of that for which we wait. Special checkout counters were originally provided because customers with only a few items felt 15)resentful at having to wait a long time for what was seen as a simple transaction. Customers with a full cart of groceries were much more inclined to tolerate lines.
Solo Waits Feel Longer Than Group Waits
One of the remarkable syndromes to observe in waiting lines is to see the individuals turn to each other to express their 16)exasperation, wonder what is happening, and 17)console each other. What this illustrates is that there is some form of comfort in group waiting rather than waiting alone.
This syndrome is evidently in effect in amusement parks such as Disneyland, or in waiting lines to buy concert tickets when a sense of community develops and the line turns into a service encounter in its own right; the waiting is part of the fun of the service. Whatever service organizations can do to promote the sense of group waiting, rather than isolating each individual, will tend to increase the tolerance for waiting.
美国联邦快递公司有一系列深入人心的著名广告，其中有一则广告是这样的：“等待令人沮丧、泄气、痛苦、恼怒、烦躁，耗费时间且价格不菲。”两分钟的等候可以感觉像什么事都没有，也可以感觉像“永远”那么漫长，这是很普遍的体验。我们必须学会去影响客户对既定等候时长的感觉。
被占用的时间比未被占用的时间感觉要短
正如著名哲学家威廉•詹姆斯观察所得：“无聊源于关注时间的流逝。”更通俗的说法可能算是“心急水不开”。许多服务性机构都发现了这一真相。在各色餐馆里，在顾客等候时，通常的做法是拿菜单给他们看。这么做除了使其感觉等待时长缩短外，还能缩短服务时间，因为顾客一入座，便可以点菜了，不会占着座位再慢慢考虑点什么菜。
人们想快点开始
派发菜单，提供其他服务让顾客打发等候时间的做法还有另一优点，就是对客人传达了“服务已经开始：我们知道您在这里”的信息。还是从我们普遍的经验就能反映出这么个事实：人在等候被服务时的“焦虑”水平比正在接受服务时高得多，即便后者等待的时间也许更长。因为其中有一种被遗忘的恐惧感。
焦虑使等待更漫长
在以上引用的案例中，焦虑源于担忧自己是否被遗忘。虽然如此，焦虑还可以有其他来源。几乎每个人都有过在超市或者机场选择排哪条队的经历，站在那里担心自己选错了队列。在试图判断是否要另选队列时，人们的焦虑水平会增加，等待会变得无法忍受。众所周知的厄玛•邦贝克定律就有提到这种情况：“另一条队列总是移动得更快”。有人试过在超市或者机场选了一条队，却并不担心自己选错队这种经历吗？
不确定的等待比已知、有限的等待漫长
等待导致焦虑最深层的原因是对等待时间的不确定性。“约会综合症”就是一个解释等待时间的不确定性在等待中所扮演的角色的好例子。早赴会的客户在约定好的时间到来之前，会安心地坐在那里等候，即便在绝对意义上还要等很长时间。然而，一旦过了约定时间，即使是很短暂的等候，也会变得让人越来越恼火。在约定时间之前的等待是有限的；而超过这个点的等待则没有可知的限度。
未经解释的等待比有解释的等待漫长
在一个寒冷的下雪天早上，当我电召的士时，我预想等待时间会比晴朗的夏日要长。因此，我会更耐心地等待，因为我理解造成耽搁的原因。同样地，如果医生的接待员告诉我刚刚发生了一场紧急事件，我会比在毫不知情的状况下更加平静地等待。那个解释理由是否能为服务提供者开脱是另一回事，至少比毫无解释要好。
不公平的等待比公平的等待漫长
顾客最常提到的、使其恼火的情形就是看到后来者居上。他们评论道：“某些人成功地‘插队’到你之前的感觉都会让即便是最有耐心的顾客发飙。”很多情况下，等候的队伍没有很明显的顺序。正因为如此，许多服务场所采用轮号的方法，每个顾客都会拿到一个号码，严格按照号码顺序来轮候服务。在某些场所，还会显示出正在接受服务的号码，便于顾客估计预期的等候时间。
服务越有价值，顾客愿意等待的时间越长
超市里快速结账柜台的例子提醒我们，我们对等待的容忍度取决于我们为之等待的东西的感知价值。提供特殊结账柜台的初衷是，只购买几样东西的顾客会恼怒于要为看起来很简单的交易等上好长一段时间。而购买了一满车杂货的顾客更倾向于忍受较长的等待时间。
单独的等待比团体等待感觉更漫长
在等候的队伍中最值得注意的现象之一是，看到人们开始互相交谈，表达各自的愤怒，想知道发生了什么事情，并且互相安慰。这个例子说明团体等待相比起独自等待有某种形式的安慰作用。
这一现象尤其体现在诸如迪斯尼乐园等游乐场，或者排队等待购买演唱会门票的队列中，大家会产生一种群体归属感，排队本身就成了享受服务的体验之一；等待就是享受服务乐趣的一部分。只要服务机构能想办法提升团队等待这一感觉而非孤立每一个个体，顾客对等待的容忍度就会增加。
Occupied Time Feels Shorter Than Unoccupied Time
As William James, the noted philosopher observed: “Boredom results from being attentive to the 5)passage of time.” A more 6)colloquial version might be “A watched pot never boils.” The truth of this proposition has been discovered by many service organizations. In various restaurants, it is common practice to hand out menus for customers to 7)peruse while waiting. Apart from shortening the perception of time, this practice has the benefit of shortening the service time, since customers will be ready to order once they are seated, and will not 8)tie up table space making up their minds.
People Want to Get Started
One of the other virtues of handing out menus, providing methods of service-related 9)time-fillers, is that they convey the sense the service has started: we know that you are here. Again, I appeal to common experience to reflect the fact that one’s anxiety level is much higher while waiting to be served than it is while being served, even though the latter wait may be longer. There is a fear of being forgotten.
Anxiety Makes Waits Seem Longer
In the cases cited above, the anxiety was about whether or not one had been forgotten. Anxiety can, however, come from other sources. Nearly everyone has had the experience of choosing a line at the supermarket or airport, and then standing there worrying that he had chosen the wrong line. As one tries to decide whether to move, the anxiety level increases and the wait becomes intolerable. This situation is covered by what is known as 10)Erma Bombeck’s Law: “The other line always moves faster.” Is there anyone who has not had the experience of choosing a line at the supermarket or airport and worrying that we had, indeed, chosen the wrong line?
Uncertain Waits Are Longer Than Known, Finite Waits
The most profound source of anxiety in waiting is how long the wait will be. A good example of the role of uncertainty in the waiting experience is provided by the appointment syndrome. Clients who arrive early for an appointment will sit contentedly until the scheduled time, even if this is a significant amount of time in an absolute sense. However, once the appointment time is passed, even if it’s a short wait, the client grows increasingly annoying. The wait until the appointed time is finite; waiting beyond that point has no knowable limit.
Unexplained Waits Are Longer Than Explained Waits
On a cold and snowy morning, when I telephone for a taxi, I begin with the expectation that my wait will be longer than on a clear, summer day. Accordingly, I wait with more patience because I understand the causes for the delay. Similarly, if a doctor’s 11)receptionist informs me that an emergency has taken place, I can wait with greater 12)equanimity than if I do not know what is going on. The explanation given may or may not 13)exculpate the service provider, but it is better than no explanation at all.
Unfair Waits Are Longer Than Equitable Waits
One of the most frequent 14)irritants mentioned by customers is the prior seating of those who have arrived later. They observe: “The feeling that somebody has successfully ‘cut in front’ of you causes even the most patient customer to become furious.” In many situations, there is no visible order to the waiting line. It is for this reason that many service facilities have a system of taking a number, whereby each customer is issued a number and served in strict numerical order. In some facilities, the number currently being served is displayed so that customers can estimate the expected waiting times.
The More Valuable the Service, the Longer the Customer Will Wait
The example of the supermarket express-checkout counter reminds us that our tolerance for waiting depends upon the perceived value of that for which we wait. Special checkout counters were originally provided because customers with only a few items felt 15)resentful at having to wait a long time for what was seen as a simple transaction. Customers with a full cart of groceries were much more inclined to tolerate lines.
Solo Waits Feel Longer Than Group Waits
One of the remarkable syndromes to observe in waiting lines is to see the individuals turn to each other to express their 16)exasperation, wonder what is happening, and 17)console each other. What this illustrates is that there is some form of comfort in group waiting rather than waiting alone.
This syndrome is evidently in effect in amusement parks such as Disneyland, or in waiting lines to buy concert tickets when a sense of community develops and the line turns into a service encounter in its own right; the waiting is part of the fun of the service. Whatever service organizations can do to promote the sense of group waiting, rather than isolating each individual, will tend to increase the tolerance for waiting.
美国联邦快递公司有一系列深入人心的著名广告，其中有一则广告是这样的：“等待令人沮丧、泄气、痛苦、恼怒、烦躁，耗费时间且价格不菲。”两分钟的等候可以感觉像什么事都没有，也可以感觉像“永远”那么漫长，这是很普遍的体验。我们必须学会去影响客户对既定等候时长的感觉。
被占用的时间比未被占用的时间感觉要短
正如著名哲学家威廉•詹姆斯观察所得：“无聊源于关注时间的流逝。”更通俗的说法可能算是“心急水不开”。许多服务性机构都发现了这一真相。在各色餐馆里，在顾客等候时，通常的做法是拿菜单给他们看。这么做除了使其感觉等待时长缩短外，还能缩短服务时间，因为顾客一入座，便可以点菜了，不会占着座位再慢慢考虑点什么菜。
人们想快点开始
派发菜单，提供其他服务让顾客打发等候时间的做法还有另一优点，就是对客人传达了“服务已经开始：我们知道您在这里”的信息。还是从我们普遍的经验就能反映出这么个事实：人在等候被服务时的“焦虑”水平比正在接受服务时高得多，即便后者等待的时间也许更长。因为其中有一种被遗忘的恐惧感。
焦虑使等待更漫长
在以上引用的案例中，焦虑源于担忧自己是否被遗忘。虽然如此，焦虑还可以有其他来源。几乎每个人都有过在超市或者机场选择排哪条队的经历，站在那里担心自己选错了队列。在试图判断是否要另选队列时，人们的焦虑水平会增加，等待会变得无法忍受。众所周知的厄玛•邦贝克定律就有提到这种情况：“另一条队列总是移动得更快”。有人试过在超市或者机场选了一条队，却并不担心自己选错队这种经历吗？
不确定的等待比已知、有限的等待漫长
等待导致焦虑最深层的原因是对等待时间的不确定性。“约会综合症”就是一个解释等待时间的不确定性在等待中所扮演的角色的好例子。早赴会的客户在约定好的时间到来之前，会安心地坐在那里等候，即便在绝对意义上还要等很长时间。然而，一旦过了约定时间，即使是很短暂的等候，也会变得让人越来越恼火。在约定时间之前的等待是有限的；而超过这个点的等待则没有可知的限度。
未经解释的等待比有解释的等待漫长
在一个寒冷的下雪天早上，当我电召的士时，我预想等待时间会比晴朗的夏日要长。因此，我会更耐心地等待，因为我理解造成耽搁的原因。同样地，如果医生的接待员告诉我刚刚发生了一场紧急事件，我会比在毫不知情的状况下更加平静地等待。那个解释理由是否能为服务提供者开脱是另一回事，至少比毫无解释要好。
不公平的等待比公平的等待漫长
顾客最常提到的、使其恼火的情形就是看到后来者居上。他们评论道：“某些人成功地‘插队’到你之前的感觉都会让即便是最有耐心的顾客发飙。”很多情况下，等候的队伍没有很明显的顺序。正因为如此，许多服务场所采用轮号的方法，每个顾客都会拿到一个号码，严格按照号码顺序来轮候服务。在某些场所，还会显示出正在接受服务的号码，便于顾客估计预期的等候时间。
服务越有价值，顾客愿意等待的时间越长
超市里快速结账柜台的例子提醒我们，我们对等待的容忍度取决于我们为之等待的东西的感知价值。提供特殊结账柜台的初衷是，只购买几样东西的顾客会恼怒于要为看起来很简单的交易等上好长一段时间。而购买了一满车杂货的顾客更倾向于忍受较长的等待时间。
单独的等待比团体等待感觉更漫长
在等候的队伍中最值得注意的现象之一是，看到人们开始互相交谈，表达各自的愤怒，想知道发生了什么事情，并且互相安慰。这个例子说明团体等待相比起独自等待有某种形式的安慰作用。
这一现象尤其体现在诸如迪斯尼乐园等游乐场，或者排队等待购买演唱会门票的队列中，大家会产生一种群体归属感，排队本身就成了享受服务的体验之一；等待就是享受服务乐趣的一部分。只要服务机构能想办法提升团队等待这一感觉而非孤立每一个个体，顾客对等待的容忍度就会增加。