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TOPIC - Measuring customer satisfaction

Mystery Shopping Provider's Assoc. Study Ranks Best Wait Times

The Mystery Shopping Providers Association (MSPA) has released a survey that offers some insight into one key component of customer service: wait time.

The 2008 Wait Time Survey reveals the average amount of time people spend waiting at stores across the country, with a focus on 25 U.S. cities and five industries. Mystery shopping is one of only a few tactics businesses use to monitor wait times.

In addition to wait times, the study also measured Return Ratios, or the likelihood respondents would return to the location based only on wait time. A high return ratio represents consumers are satisfied with the wait time or expected longer waits. A low return ratio represents consumers expect a shorter wait time.

The following shows the top 10 average wait times and return ratios at limited-service restaurant brands nationally:

Dunkin Donuts, No. 1 with a wait time of 4:03 and return ratio of 83.33 percent
Panera Bread, No. 2 with a wait time of 4:26 and return ratio of 92.31 percent
Chick-fil-A, No. 3 with a wait time of 4:33 and return ratio of 88.99 percent
Arby's, No. 4 with a wait time of 4:42 and return ratio of 77.54 percent
Carl's Jr., No. 5 with a wait time of 4:54 and return ratio of 77.14 percent
Starbucks, No. 6 with a wait time of 5:06 and return ratio of 81.21 percent
Sonic Drive-In, No. 7 with a wait time of 5:18 and return ratio of 82.08 percent
Chipotle No. 8, with a wait time of 5:20 and return ratio of 92.16 percent
Dairy Queen, also at No. 8 with a wait time of 5:20 and return ratio of 79.17 percent
Burger King, No. 10 with a wait time of 5:32 and return ratio of 77.54 percent

The survey also evaluated restaurant locations in various cities. The following shows the top five by average wait times and return ratios:

Sacramento, Calif., No. 1 with a wait time of 3:57 and return ratio of 88.46 percent
Tampa-St. Petersburg, Fla., No. 2 with a wait time of 4:20 and return ratio of 83.87 percent
Denver, No. 3 with a wait time of 4:29 and return ratio of 77.50 percent
Cleveland, No. 4 with a wait time of 4:36 and return ratio of 69.05 percent
Baltimore, No. 5 with a wait time of 4:36 and return ratio of 77.27 percent

The MSPA received nearly 9,000 responses from mystery shoppers across the country. Mystery shopping provides businesses with an objective snapshot of the customer experience. The practice is used in nearly every consumer industry and can measure a variety of areas contributing to the customer experience. The information allows business owners to understand how their companies compare to competitors.

For more information on the survey, contact Kelly Hancock of Hart Associates, MSPA public relations agency of record, at khancock@hartinc.com.

If you'd like to talk about how a successful mystery shopping program can improve your wait times and your customer's overall experience, contact Customer Perspectives at 1-800-277-4677 or email us.

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