What are virtual queues and how are they used?

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What is a virtual queue?

We’ve all been in a virtual queue whether we realize it or not. Think about the last time you went online to purchase concert tickets from Ticketmaster. Or when you were on hold waiting for an agent to help adjust your insurance policy.

A virtual queue is one way businesses set up their waiting lines, so customers can wait for assistance without physically standing in line. Whereas a regular queue tethers a person to a location while they wait to checkout or get assistance, a virtual queue holds their spot without requiring them to actually line up.

Benefits of virtual queues

Virtual queues provide benefits for both customers waiting in line, and businesses offering the virtual waiting experience. For customers, a virtual queue provides better service, a more enjoyable waiting experience, and gives them back their time.

When used in a retail environment, customers can take this time to browse the store – and potentially add more items to their baskets. When used in banks, this is a great time to ensure that your branch is stocked with both print and multimedia materials about other products offered.

Since you’re providing customers with a stress-free waiting experience, virtual queues help you attract and retain more customers.

Additionally, with virtual queues, you can:

• Increase basket size
• Eliminate long lines
• Collect data about who is waiting

Hybrid queues vs. fully virtual queues

Now that we’ve looked at traditional physical queues and virtual queues, let’s talk about hybrid queues versus fully virtual queues.

Here’s an example of a hybrid queue. A customer walks into a bank and wants to meet with a loan officer. To do so, the customer signs-in on a nearby tablet, notes what they need help with, and enters key personal information that identifies them as a current bank customer. Though they’re now entered in a virtual queue, and can do what they please while they wait, the customer is still in a physical location and will meet face-to-face for assistance.

Conversely, fully virtual queues are when the customer waits online, and gets helped online or by phone.

Here’s an example of a fully virtual queue. A customer is online shopping for an at-home bike, but has a few final questions. They want to get answers quickly – and don’t want to wait 24 hours for an email response back – so they join the line online to get sales support. After entering their contact information, the customer gets an estimated wait time and is free to take care of other matters while waiting in line.

How are virtual queues managed?

Many companies are turning to enterprise-grade queuing systems to manage their queues.

Though consumers only see a seamless experience, the technology that powers these simultaneous high-value interactions must be advanced. With the right enterprise solution, front line staff, store managers, and corporate headquarters will all be able to analyze and track key performance indicators like wait times, staff service times, and service outcomes.

Below are just a few examples of queue management features these platforms should offer, both on the front and back end.

For customers:

• Customer self service: customers can add themselves to the queue and leave the queue. They typically do so via tablet or kiosk at the location.
• Predicted wait times: algorithms predict how long a customer will have to wait based on historical data, available staff, number of people in the queue, etc.
• Service selections: customers can add the services they need during the booking process.
• SMS notifications: text messages will alert the customer as they’re nearing the beginning of the queue.
• Display boards: in-store display boards show who is being served, what staff is available, and who is next.

For staff:

• A centralized dashboard: this interface provides a single view of all live queuing info.
• Staff availability: while a staff member is providing customer service, they’re marked as unavailable until they’re finished. Breaks are also taken into account.
• Automated and manual customer assignment: both fully automated customer assignment based on staff availability and the option to make manual adjustments too.
• Record outcomes: staff can capture the outcomes at the end of an appointment to provide better business insights.
• Multiple queues: in more complex venues, multiple queues can be used across different departments and specialist staff.

What companies are using virtual queues?

Telecommunications companies have long taken advantage of virtual queues. From sales, like buying a new cell phone to support with an existing device, virtual queues have helped thousands of telecommunications locations improve their customer experience, keep customers satisfied, and stores orderly.

Banks are also getting into the virtual queue game. Banks can benefit from a queuing system that integrates with their existing appointment scheduling system. When used together, this technology allows banks to manage their appointment schedule and customer experience from start to finish.

Read more: How to reduce queues in banks

Retail websites such as Flywheel Sports, Backcountry, and similar companies that offer premium products offer fully virtual queues to ensure they can provide assistance and reassurance when consumers are making a purchase.

Technology companies use virtual queues to help schedule demos. Oftentimes, these companies combine their queuing system with an appointment scheduling system. This ensures that customers have the option to wait in the virtual waiting room, or choose to schedule an appointment at a time that’s convenient for them. Considering these virtual meetings need to occur via Zoom or GoToMeeting, and be tracked in a system such as Salesforce, strong integrations are crucial.

Additionally, other types of businesses have begun using virtual queues to stay on top of their customer flow and reduce walkaways. Disneyland actually launched a new virtual queue app for their Star Wars: Galaxy’s Edge park. Additionally, every call center uses some form of virtual queue to stay on top of their inbound calls.

How do customers join a virtual queue?

Some companies have kiosks or tablets in their store locations. Other companies have customers use a mobile app on their phone to enter and manage their time in the queue.

Oftentimes, fully virtual queues may have a button that activates a chat box, or a pop-up that allows users to enter their phone number for a call back. Virtual queuing can be combined with online chat or help systems so companies can communicate with shoppers via their preferred channel.

However you choose to structure your queue, once you’ve put the customer in charge and given them more time in their day, you’ve increased your odds of both retaining that customer and boosting your ROI.