In a recent LinkedIn post, Dan Gingiss, CSP, a recognized expert in customer experience, illuminates a critical, often overlooked, aspect of the customer journey: the waiting experience. He challenges businesses to rethink how they approach customer wait times, arguing that these moments, far from being dead space, can be intentionally designed to enhance the overall customer journey.
Gingiss uses a compelling real-world example to illustrate his point: the queues at The Wizarding World of Harry Potter at Universal Studios. He observes that despite the potential for long waits, visitors often engage willingly. The reason, according to Gingiss, is that the wait is not merely a passage of time but an integrated part of the experience.
“Nobody wakes up and says, ‘I hope I get to wait in line for an hour today.’ 😅 And yet… people do it. Voluntarily.”
This intentional design, Gingiss explains, transforms potential frustration into anticipation. The immersive environment, complete with thematic elements and character interactions, makes the waiting period feel effortless, embodying the adage, “Time flies when you’re having fun.”
The Business Imperative: Designing the ‘Designed Time’
Applying this principle to the business world, Dan Gingiss, CSP argues that while eliminating all wait times might be impossible, businesses have significant control over the *feeling* associated with those waits. He urges companies to identify the ‘waiting moments’ within their own customer journeys.
These moments, as outlined by Gingiss, can include various stages such as onboarding, implementation processes, delivery windows, approval procedures, and periods on hold during customer service interactions. The crucial question he poses is whether customers are left in silence or are provided with elements that offer reassurance, education, and a sense of progress.
“Because waiting without context feels like neglect. Waiting with an experience feels like confidence.”
Gingiss emphasizes that the perception of waiting is heavily influenced by the context provided. A lack of information or engagement during a wait can lead to feelings of neglect and dissatisfaction. Conversely, a well-designed waiting experience, filled with relevant information, updates, or even engaging content, can foster confidence and a positive perception of the brand.
From Silence to Momentum: Reimagining Customer Touchpoints
The core of Gingiss’s message is a call to action for businesses to proactively design these waiting periods. He suggests that companies should critically examine each point where a customer might experience a delay and consider how to add value.
For instance, during onboarding, instead of simply waiting for account activation, customers could receive introductory guides or personalized welcome messages. In the case of delivery windows, providing real-time tracking and proactive updates can significantly reduce anxiety. Even during hold times for customer support, offering helpful tips or background information can make the wait more productive.
“The line is part of the experience: Hogwarts Castle, characters from the movies… it builds anticipation, tells a story, and makes the time go by effortlessly.”
By shifting the focus from merely enduring a wait to actively designing an experience around it, businesses can turn a potential pain point into an opportunity to strengthen customer relationships and reinforce brand value. As Dan Gingiss, CSP concludes, the waiting time is not a void to be endured, but a space to be filled with intention and value, ultimately contributing to a superior customer experience.
📝 About This Content
This article is based on insights shared by Dan Gingiss, CSP on LinkedIn.
📅 Originally posted on May 18, 2026 | View original post on LinkedIn →