Tuesday, August 18, 2015

You can always put a price on people’s impatience

Wait time is the single most important factor in customer satisfaction. 

And the good news is, you can always put a price on people’s impatience. There will always be a subset of customers who are happy to pay their way out of line. Consider these examples from a variety of industries. 

Retail companies offer free expedited delivery for impatient customers who pay an annual flat fee. 

Theme parks offer front of the line passes for impatient visitors who pay a one time service charge. 

Airports sell memberships to impatient travelers who want to breeze right past the long security lines and go straight to screening. 

Airlines offer early bird check in for impatient passengers who pay extra to board the plane earlier. 

Coffee shops sell drink ordering apps for impatient customers who don’t want to wait in line at the store. 

Gaming consoles offer time saver packs for impatient players who want instant access to advanced levels. 

Software companies offer personal callbacks to impatient users who don’t want to wait on hold for a customer support representative. 

Music streaming services offer monthly memberships for impatient listeners who don’t want to sit through commercials. 

Freelancing websites sell expedited vetting services for impatient vendors who don’t have time to run background checks on every potential candidate.

Proving, that impatience truly does have a price. People truly do understand the time value of money. 

But it’s up to the companies to present them with useful, effort reducing, inconvenience lowering, transaction streamlining, friction eliminating options to do so. 


How are you challenging your customers to question how much their time is worth? 

For a copy of the list called, "37 Words that Should Not be in Your Company Name," send an email to me, and you win the list for free!

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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.  

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