The Eye of the Beholder....

Since we got our new dog, Aslan, I've had a problematic two weeks. (And it's nothing to do with the pup -- yet!)
It started when my glasses broke the day we went to pick up our dog.

Since I can't see without my glasses and I was due for an exam, I made an appointment the next morning at a "One Hour" eye care center in a major mall.

The "One Hour" process took so long, I had to return to get my glasses that afternoon. (Beth had to drive and we had to get home to let the puppy out after 4 hours!)

A few days later, I realized I'd contracted conjunctivitis -- probably at the eye doctor.

I called that night and was told to stop in anytime after 10 the next morning and they'd take me right away. When I got there at 10, I was informed the doctors were all out at a meeting until after noon. When I returned after noon, some woman backed into my van while I was waiting for her parking spot. I again had to wait to see a doctor and then wait to file a police report.

I returned a few days later for a checkup with my entire family (since Beth now had pink eye, too). We waited patiently for 45 minutes before I made a little scene by talking to the store manager (repeating "pink eye" as often and loudly as possible) -- until I was quickly escorted to a exam room to keep me from frightening customers.

Needless to say, a lot of my time has been wasted waiting, lately.

Harvard Business School professor, Felix Oberholzer-Gee, wondered if he could reduce waiting by buying time. So, he did a field study in an airport by offering 500 people various amounts of cash to let him cut in line.

He reports: "The data clearly show that you are more likely to be able to jump the queue if you offer more money .. but [most] people who let you cut in will not accept your money. [Students and women were more likely to pocket the cash.] Their behavior is motivated by a norm that says you should help others when they are in need ... Monetary incentives "work" in this instance because people read them as a sign for the needs of others. How hurried are you, really? If you offer $20, you must be really hardpressed for time."

In the end, Obertholzer-Gee concludes that customers would accept a premium-priced service that allows customers willing to pay expedited treatment as long as other customers did not have to wait longer as a result of the special service.

Although I realized I was I paying a premium to get my glasses in an hour from this firm I guess I also expected a shorter wait to be served.

What expectations do your customers have on waiting for service from you? Are there expedited services you can offer to those willing to buy time?

- Phil Sasso