When collecting baggage in Brasilia airport, huge windows allow you to see what is going on outside. You can see the aircraft you just disembarked from, and the progress of your bags from plane to baggage belt. Waiting you may be, but no waiting and wondering.
Too many companies hide their processes from their customers. For example, Walgreens lock their toothbrushes in a cabinet and provide a button to press so that an employee can come unlock it and you can grab what you want.
The problem (apart from the fact that they lock up their toothbrushes) is that when I pressed the button, nothing happened. I waited and waited. I pressed the button again. What was going on? What did the button do? Did it ring a bell? Ring someone’s phone? Turn a light on somewhere? Did anyone hear the bell? See the light? Does the button even work? So I left and bought my toothbrush somewhere else.
Exposing processes to customers is good. It helps set expectations around what is happening, and when things are not happening as expected, why that might be. And it means that customers might stick around rather than leave.
Article by Paul Adams @ www.thinkoutsidein.com