The fact that customers don't like to wait is no surprise, especially in a digital era when consumers access many services immediately and on demand. A recent study showed that 69% of those surveyed said that they had to wait for an appointment with a service or utility provider, or some other type of delivery. Approximately 23% said that the wait caused them to lose wages. 21% switched providers because of the wait.

Some firms do not extensively track the amount of time that customers wait for service delivery. And while 48% of those in the survey indicated that they called customer service to complain about the wait, others did not. So how does a company know what is acceptable wait time and if their employees meet the standard?

A two-pronged approach is best.  Firms should measure customer opinions regarding wait time and satisfaction with the wait.  Was the wait time reasonable, or did it greatly inconvenience the customer?  Next, they should use this data as a benchmark for evaluations such as mystery shops, where shoppers visit locations and report the exact amount of time they spend waiting.  With consistent measurement, firms can keep wait times in check and preserve their customer base.