Queue Area - Using Substitution in Virtual Queues

Using Substitution in Virtual Queues

Before implementing a virtual queue, some thought should be given to the availability of substitutes. A substitute, in this context, is an alternative activity the queuer can participate in rather than standing in line. Ideally the substitute activity should be aligned with the objectives of both the queuer and the organisation where the queue forms. Providing a substitute activity for the queuer can be an effective approach for reducing perceived waiting time.

In a busy restaurant, a good substitute for a waiting customer would be a bar. At an outdoor attraction with long queues, a good substitute might be a side marquee selling merchandise or food.

A good substitute will:

• Put the customer at ease allowing them to do something more interesting than standing in line
• Increase the customer's tolerance level for waiting
• Provide the organisation with an opportunity to generate additional revenue from the waiting customers
• Tether the customer to the organisation making it less likely that the customer aborts their visit because of a long queue

Providing a well thought through substitute activity that complements the main product or service being queued for, can provide an organisation with a valuable customer service advantage.