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The core principles
Unoccupied time feels longer than occupied time. Uncertain waits feel longer than certain ones. Anxiety makes waits feel longer. See why customers hate waiting.
Fairness
An unfair queue is punished; a fair first-in-first-out one is tolerated. Read perceived wait time.
What shrinks the wait
Information, progress and distraction. A live position and a turn notification hit all three. Read reducing walkaways and the customer waiting experience pillar.
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Frequently asked questions
What makes a wait feel shorter?+
Information about the wait, a sense of progress, and something to occupy the customer while they wait.
Why do unfair queues feel longer?+
Because the brain tracks status and fairness; seeing others jump ahead feels like theft of your time.