Managers fear that their customers will perceive waiting as irritation, but simply reducing the waiting time can not be the answer. Indeed, as the authors say, is an outdated solution less relevant to the new generation of today's customers. Using a study that combines behavioral psychology and traditional marketing principles to the operations, the authors propose a new framework to help companies make more informed decisions about the management of waiting. They offer six actionable ideas to improve the service encounter, which significantly affect customer satisfaction and, ultimately, profitability. Stop staring at the clock, they say, and start asking, "How can I best manage the time my clients with me?" "Hide
by Gabriel R. Bitran, Juan Carlos Ferrero, Paulo Rocha e Oliveira Source: IESE-Insight Magazine 8 pages. Publication Date: June 15, 2009. Prod. #: IIR006-PDF-ENG
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