STRATEGY | 4 minute read

How to rebrand waiting times for a better customer experience

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Waiting is an unavoidable part of life, whether it’s standing in line at the airport, waiting for a train, or anticipating food delivery. Yet, how we perceive waiting varies dramatically depending on how the time is presented to us. Psychological research has shown that uncertainty makes waiting feel longer and more frustrating. People don’t just dislike waiting. They dislike not knowing how long they will have to wait.

Rather than focusing solely on reducing wait times, businesses can significantly improve user satisfaction by rebranding the waiting experience, providing certainty, engagement, and a sense of control.

The perception of time

A key psychological factor in how we perceive time is uncertainty. Imagine two different scenarios:

Scenario A: You arrive at a subway platform and see a display telling you the next train will arrive in 15 minutes.

Scenario B: You arrive at a subway platform with no display. Trains typically arrive every 6 to 8 minutes, but you have no idea when the next one is coming.

Most people would prefer the first scenario, even though the wait is potentially longer than the second. This is because certainty reduces stress and allows people to plan their time accordingly When we know exactly how long we’ll be waiting, we mentally adjust our expectations, making the wait feel less frustrating.

This same principle applies across various industries. Customers are far happier waiting for food delivery if they see a progress bar or estimated arrival time. They are more comfortable in a long queue when they see signs indicating “10 minutes from this point.” Providing clarity doesn’t shorten the wait but makes it feel shorter.

Uber: A masterclass in rebranding waiting times

One of the best examples of rebranding waiting times comes from Uber. Before ride-hailing apps, waiting for a taxi was frustrating because you never knew when, or if, it would arrive. Uber didn’t necessarily make taxis arrive faster, but they revolutionized how we wait.

The real-time map showing your driver’s location gives you a sense of certainty.
A time estimate (“5 minutes away”) helps manage expectations.
Watching the car approach on the app creates engagement, making the wait feel less tedious.

This is a perfect example of how providing information can improve user experience without actually reducing the waiting time.

How to rebrand waiting times to improve user experience

If reducing waiting times is not an option, businesses should focus on rebranding the experience. Here are some effective ways to do so:

1. Set a clear timeframe

People can tolerate longer waits if they know exactly how long they will be waiting. The problem isn’t always the wait itself. It’s the uncertainty around it. Without clear time estimates, every second feels longer, and frustration builds up.

Tip: Always provide clear and accurate time estimates for wait times. Whether it’s for a delivery, customer service call, or in-store experience, knowing exactly how long the wait will be helps manage expectations. When customers understand the time frame, the wait feels more predictable, reducing uncertainty and frustration.

2. Break down the wait into stages

Customers feel less frustrated when they can see progress. Breaking down the wait into stages makes the experience feel structured and predictable, rather than an unknown wait. This breakdown makes the wait feel active rather than passive, reducing anxiety and increasing satisfaction.

Tip: Provide regular updates throughout the shipping process.This makes the entire waiting process feel active and controlled, reducing anxiety as the customer can clearly see where their package is at any given moment.

3. Improve the quality of waiting times

People experience time differently depending on how they spend it. Boredom slows down perception, making even short waits feel agonizing, while engagement makes time seem to pass more quickly. Instead of forcing customers to passively endure their wait, businesses can introduce elements of entertainment, interaction, or stimulation to make the experience feel shorter.

Tip: Engage users while they wait by sending interactive emails. For a travel business these emails might include local tips, guides, or suggest activities in the area they are visiting. This make the wait feel less like a delay and more like part of the experience.

4. Give your customers a sense of control

One of the biggest frustrations of waiting is the feeling of helplessness, being forced to simply stand by with no influence over the process. However, when people are given some degree of control over their experience, their patience increases significantly. Even a small amount of autonomy can make a long wait feel much more bearable.

Tip: Let customers to choose between standard and express delivery options. This gives your customers the ability to control how quickly they want their items, even if the waiting time is still part of the process. The same goes for customer support; offering a call-back option instead of forcing customers to remain on hold allow will reduce the frustration and make the wait feel less like wasted time.

5. Under-promise and over-deliver

Anchoring is a psychological principle that influences how people perceive time and experience. When people are given an initial reference point, such as an estimated wait time, they tend to judge their experience based on that expectation rather than the actual passage of time. By slightly overestimating wait times and then “beating” them, businesses can turn a neutral experience into a pleasantly surprising one.

Tip: Provide estimated delivery times that are intentionally a little longer than necessary. If the delivery arrives faster, the customer feels pleased with the shorter-than-expected wait. The initial overestimation of time sets the customer’s expectations somewhat lower, so any earlier-than-expected arrival becomes a pleasant surprise.

Conclusion

Rebranding waiting times offers significant strategic benefits for brands. By providing clear time estimates, real-time updates, and engaging distractions, your business can reduce customer frustration, improve satisfaction, and build trust. Brands that streamline this process can turn a potential pain point into an advantage.