Ever been stuck in a line at your favorite coffee shop, mentally calculating how much of your life is slowly being siphoned away minute by agonizing minute? You were unwittingly doing a “Wait Time” analysis on your barista’s performance.
But when it comes to marketing, ‘Wait Time’ is a significant metric that measures the time taken to deliver a product or service to your customer after they’ve placed an order or made a request.
This metric is particularly crucial in digital marketing, where customer expectations for instant gratification are higher than a caffeine-fiend’s expectations for a perfectly brewed espresso. So how do we measure this seemingly elusive metric?
Simple. When an order is placed or a request is made, the clock starts ticking. The time stops when the customer’s order or request has been fulfilled. The difference between the start and stop times gives you the ‘Wait Time’. But since we’re dealing with multiple orders and requests, we can’t just have a stopwatch handy. This is where Customer Relationship Management (CRM) software comes to the rescue.
CRMs automatically track and record the wait time for each customer interaction, giving you a clear picture of how long your customers are waiting.
By analyzing such data, you can identify bottlenecks in your delivery process, work on improving them, and ensure that your customers aren’t left waiting for their metaphorical cup of coffee.