Traffic Jams and Customer Service...

After a recent visit with family in my hometown of Sacramento, I happened to be browsing the local news magazine.  In it appeared a review of a book about traffic (Traffic: Why We Drive the Way We Do (and What It Says About Us).  The reviewer listed several factoids about traffic and being caught in a traffic jam that I think apply to managing your customers and other clients.

When you have people waiting for you to finish a step in a project, or to deliver a product, the waiting itself can have a negative impact on your customer's perception of you.  Here's what we can learn from traffic theory:

1.  Unexplained waits are longer than explained waits.  Don't leave your customer guessing about what's taking the time.  Provide a basic explanation of what you're doing, and why it will take some time.

2.  Uncertain waits are longer than known, finite waits.  Always give your customer an idea or estimate of how long it will be before you can deliver.  Even if you have to change it later, never leave your customer in an indefinite situation.  As with traffic, the wait will seem longer if they don't know what to expect.

3.  Anxiety makes the wait seem longer.  Stay in touch with your customer during the delay.  Make sure you keep them confident that you are on top of the matter, and there are no major problems other than simple time to process.

4.  Unoccupied time feels longer than occupied time.  Sometimes, especially with a longer wait, you need to keep your customer working on something else to give them the feeling of progress.  Ask you customer to gather some important information while waiting, or develop delivery details.  Perhaps there is draft language or designs that the customer could be looking at.

Good ideas can come from surprising places.  Who would think that traffic principles could apply to good customer management?  Two lessons here:  handle your customer waits well and you'll benefit, and look everywhere for good ideas!