The Power of Visibility in Customer Experience, According to Dan Gingiss, CSP

In a recent LinkedIn post, Dan Gingiss, CSP highlights the critical role of providing customers with visibility during waiting periods, using a common restaurant experience as a prime example of effective customer experience (CX) strategy. Gingiss, CSP emphasizes that proactively answering a customer’s unspoken questions can significantly improve their perception of the experience, even when immediate gratification isn’t possible.

The core of his observation centers on a simple yet powerful application: an order-tracking screen. Gingiss, CSP points out how such a feature directly addresses the primary question on a customer’s mind: “Where’s my order?”

“This order-tracking screen at Panera works because it answers the question every customer is already asking: ‘Where’s my order?'”

This, according to Gingiss, CSP, is a fundamental aspect of good CX. It’s not always about speed, but about keeping the customer informed and feeling in control of the situation. When individuals can see their progress through a process, the perceived wait time diminishes, and the overall experience is enhanced.

Beyond the Food Counter: Universal Application of Visibility

Dan Gingiss, CSP argues that the principle of providing visibility extends far beyond the realm of food service. He stresses that any situation where a customer is required to wait is an opportunity to build trust and improve their experience through clear communication and status updates.

Building Trust Through Transparency

According to Gingiss, CSP, the feeling of being informed is paramount. When customers understand where they are in a process, whether it’s:

• Onboarding for a new service
• Waiting for a product delivery
• Anticipating a repair
• Tracking an insurance claim
• Awaiting the approval of an application
• In a queue for customer support

the psychological impact is significant. This transparency, as Gingiss, CSP notes, directly translates into increased trust.

“Customers don’t always need things instantly. But they do want to feel informed and in control.”

He elaborates that this informed state allows customers to mentally frame the waiting period more positively. The anticipation becomes less about uncertainty and more about a predictable progression.

“When they can see where they are in the process, the wait feels shorter and the experience feels better.”

Gingiss, CSP’s analysis suggests that businesses often overlook the simple yet profound impact of making the ‘invisible’ visible to their customers. By implementing straightforward tracking or status update systems, companies can transform potentially frustrating waiting periods into opportunities to reinforce customer loyalty and satisfaction.

The Strategic Advantage of Proactive Communication

The insights shared by Dan Gingiss, CSP underscore a strategic advantage for businesses that prioritize proactive communication. In an era where customer expectations are continually rising, the ability to manage these expectations through clear, consistent updates is no longer a luxury but a necessity.

“This applies far beyond food service. Any time customers are waiting… for onboarding, delivery, repairs, claims, applications, or support… visibility builds trust.”

As Gingiss, CSP concludes, embracing this customer-centric approach to information sharing can differentiate a brand in a crowded marketplace. It demonstrates a commitment to the customer’s journey, acknowledging that their time and peace of mind are valuable.