A queue management system is a very powerful customer experience and customer journey transformation tool. Businesses in Dubai and all around the UAE are heavily relying on queue management systems to manage and improve their customer flow and customer satisfaction. There are several different parts and features of a queue management system however the display devices are one of the most important components of any queue management system. No matter what type of queue management system or queuing you are using the display devices will always dominate. The human brain reacts well to visuals than any other information. The display devices provide helpful information, data and help customers in routing them throughout the entire customer journey. That is why display devices are extremely important. A queue management system is a combination of a lot much different software and hardware components, which is why learning about those components will help you selecting the most suitable queue management system for you.
Let’s begin with a list of the digital display devices used in a standard queue management system:
- Interactive Touch Screen Kiosk
- Digital Signage Screens
- Counter Plates
- Digital Signs (for directions and routing the customer flow)
All the above-mentioned display devices are used in a standard queue management system. There are different types of queue management systems available in the market. Here in Dubai and across the UAE there are two classifications of queuing systems, first is generic which can be used in any scenario, the second one is dedicated or purpose-made queue management systems. No matter which type of queuing solution you want to use the display devices will be a part of it.
Here are the details of all display devices and their application:
Interactive Touch Screen Kiosk
The very first interaction of a customer or visitor with the queuing process is the sign-up for the queue. The ticket dispensing kiosk is usually a touch screen, which lists a number of services and the customer or visitor can chose any of the list as per their needs. The customer/visitor registration and many other tasks can also be done at the queue management system’s interactive kiosk. Usually the smaller kiosk are used such as 14 Inch, 15 Inch and even smaller are also popular in Dubai and other emirates of UAE. However, for certain applications where the user interface requires to offer certain features and functionalities bigger screens can also be used. The main objective of the interactive kiosk is to minimize the customer efforts and to make the process automated and more managed.
Usually TFT LCD screens are used with different touch panels. There are different touch panel technologies such as IR touch, ultrasonic touch, and capacitive touch and so on. All have different applications, the capacitive touch is the most accurate and highly responsive. Whenever some data entry or slightly longer than usual customer interaction is required, capacitive touch is the preferred choice. The capacitive touch is very sensitive and it also have in-built multi-point touch capabilities. It entirely depends up on the application, for example if the customer or visitors are required to choose an option from a pre-defined list, then the IR touch or any other touch will also work and suggested as the capacitive touch is more costly than any other touch technologies.
The interactive touch display devices are critically important, as they will be the very first interaction of the customer with the brand. If that display fails to satisfy the customer the customers will be unhappy, unhappy customers are harder to satisfy and they could get annoyed quickly, they will be impatient while waiting and will be less understanding with the servers/agents. This will impact the overall customer experience and will have a very negative effect. So, the interactive touch screen kiosks should have excellent display devices and high-end technology that work flawlessly and meet the expectations of your customers and visitors.
Digital Signage Screens
Once a customer or visitor signed up for the queue the very next interaction they will have will be with the large display screens. Usually these screens are used to display the queuing information and provide live updates and status of the ongoing queues. These screen also help with the announcements and customer calling. The very common mistake that business made with these screens is either they install less screens or even if they install adequate number of screens the displays are out of range, too far or too close. Here the business will have to think critically to choose appropriate places for digital signage screens. The screens should not be too high, neither too low, instead should be on medium height somewhere around 8 to 10 feet. The quantity and the size should also be reasonable.
Remember these screens will be viewed by each and every customer and visitor so the display quality should be good, the screen size and placement should be appropriate. The cabling, media players or any other device which is linked with the screen should be hidden or if it is placed in view then it should be installed nicely and cleanly. These are minor things which most businesses don’t consider but these things have psychological effects on customers and visitors, these minor things will impact the impression of the business in minds of the customers and visitors. Moreover the customers and visitors will focus on these display devices throughout their entire waiting time in the waiting area. So, these screen has to be of good quality, proper size and should be placed on strategic positions where each and every person in the waiting area should be able to view at least one screen without any difficulty.
The digital signage screens not only provide queuing information but they keep the customers and visitors busy and engaged which improve their waiting experience. Business also use large display screens to display queuing data alongside multimedia content or adverts. The multimedia content, adverts and videos boost customers’ interest and make their waiting experience more relaxing and engaging. If a person remains busy then they feel less stress while waiting for something. Several studies have suggested that an average customer starts getting bored after just 13 minutes of wait time. So the multimedia content can be very helpful in improving the waiting experience and as it also displays the queuing information and announcements, so it is easier to announce next ticket.
Counter Plates
Counters plates are equally important for all scenarios. It doesn’t matter if you have 2 counters or 80 counters the counter plates are still very important. Some businesses often use static signs or markings for the counters, however the counter display devices or dynamic digital displays can be very helpful for the management as well as for the customers and visitors. As most of the modern day queue management systems automatically manage customer routing and direct customers to different counters as per the predefined policies, the digital dynamic display devices as counter plates can further help in improving the process.
The agents or the queue management system can push several different information on digital displays or digital counter plates which can further improve customer flow and reduce the chances of any confusion or delay. The agents can push simpler instructions on the digital display devices as well, such as displaying a message ‘please wait a moment’ when the agent accidently hit the next button, or in case a customer who got served had another query or immediately return to clarify something and so on. The agent can display a very simple message such as ‘welcome’ which suggest that the next customer can come now and a lot many such things which help improving the customer experience.
Digital Signs and Markers
Digital signs and markers are also very important for managing customer journey and routing customers. Not all queue scenarios are simple, some are complex, in fact if a business has more than 20 counters, then the customer flow management could get complex, implementing and installing a queue management system could also be trickier. Then there are certain scenarios where some counters are dedicated for certain services or tasks, and there are certain scenarios where a single service delivery require a customer to visit multiple counters, sometime all those counters could be in a single hall or area, but mostly in different areas. These all real-life situation makes it difficult for the customers and visitors as well as for the management and staff.
That is why dynamic digital signs and markers are used which can direct customers and visitors through different steps of the customer journey such as corridors, stairs, lifts, etc. The purpose of using dynamic digital display devices is that these devices can be controlled through the queue management system software either from the agent dashboard or either from the administrative dashboard. So, it is easier to manage situations in different scenarios. Businesses can manage different scenarios for example if they want to change the customer journey in any way they can easily do that by setting up customer route and pushing new direction on the digital display devices, signs and markers.
Conclusion
A queue management system is a very powerful tool to transform customer journey and to improve customer happiness. Customer satisfaction ensures more customer loyalty and customer loyalty help building brand reputation which is necessary for a steady growth. A queue management system have very direct and long term effects on a business. It help increasing customer retention, building brand reputation, improving conversion rate and generating revenues. That is why it is extremely important for a business to choose a right queuing solution and in order to do so, you must have at least basic understanding of the components and operation of a queue management system. The display devices are the most important part of any queue management system, whether it is interactive touch screen kiosk for the sign-up and/or registration process, the digital signage, counter plates or digital signs, all display devices are very helpful in managing customer flow and facilitating them throughout the customer journey, which enhances customer experience and increase customer satisfaction. RSI Concepts is a leading name in queue management system providers in Dubai, UAE. If you want to learn more or if you want to improve your queuing process feel free to reach us out through our Contact Us page or leave a comment in the comment box below and we will get in touch with you soon.
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