People do not hate waiting. They hate waiting for you.
People do not mind waiting, it is the uncertainty of what they are waiting for that causes the itch.
Go to any good salon, and you will find people waiting, without complaint. They wait because they are certain about the quality of hairdo at the end.
Look at iPhone launches and the queues. They wait because they are certain about the quality of phone at the end.
What about orders for handmade luxury cars, boats or planes? The people that brag about valuing their time the most, wait, because they are certain about the quality of luxury that will be delivered.
Ask any brewer about the best brews, and you will see that wait time is a critical enabler, not a limiter.
Reducing wait time is a good strategy to improve the customer experience.
But please do not forget that it is the certainty of product alignment to expectation, that keeps you top of the mind and top on the list.
– Osasu Oviawe