This may be the most controversial blog I’ve written, but it reflects a philosophy I would apply to any business I run. “No customer should ever have to wait to give you their money.”
It’s a bold statement—one many business owners will agree with in theory but dismiss as unrealistic in practice. The common justification? “We can’t increase staff just to reduce wait times.” But here’s the reality they overlook: when staffing is inadequate, wait times rise; when wait times rise, customers become frustrated; and when customers become frustrated, they go somewhere else. Every minute a customer spends waiting is an opportunity for a competitor to earn the business you failed to value.
Businesses that staff appropriately aren’t just being generous; they’re positioning themselves to profit from their competitors’ short-sightedness.
I’ve encountered this problem countless times, and I still find myself shaking my head. How many times do you think a customer will stand in an excessively long line to give you their money?
A recent experience illustrated the issue perfectly. I went to a retailer to exchange a product that wasn’t working. Customer service directed me to the lone open checkout lane—an odd instruction, considering “customer service” seemed to be doing anything but serving customers.
I explained that I simply needed an exchange. Instead, I was told a refund had to be processed first. Fine. Refund completed. I then walked back to grab the replacement item, returned to the front, and once again joined a line, this time with six people ahead of me, still with only one checkout open. Another 10 minutes passed. A process that should have taken two minutes instead took twenty.
The process wasn’t just inefficient—it was inconvenient, and customers should never be inconvenienced. Some businesses fool themselves into believing customers will tolerate this and keep coming back. I can assure you: they won’t.
A better process wasn’t just possible—it was obvious.
“Mr. Customer, let me keep this here for you. Go grab your replacement, and when you return, we’ll take you right away.”
Simple. Efficient and respectful of the customer’s time.
Could they do that with only one person on checkout? Probably not. But that raises the more important question: Why would you operate your business that way in the first place?
If you want to get customers, give them exceptional service the first time.
If you want to keep customers, meet or exceed their expectations every time.
If a business chooses to operate understaffed, then it should be prepared for the inevitable outcome: eventually, enough customers will leave that the reduced staffing level will no longer be a problem.
