Business World

A good place for waiting

Waiting is the lot of the powerless.

- A. R. SAMSON

With the worsening traffic situation (no, I won’t write about that) those who can still come on time due to proximity to a place or the fortunate happenstan­ce of a miraculous­ly light traffic find themselves waiting for their appointmen­t. In the scheme of things, it is the favor-seeker (or patient) that comes early to an appointmen­t. Waiting is the lot of the powerless.

The look of places where one is asked to wait gives a clue on what to expect. The waiting room of a company reflects its staying power and efficiency. Often, only messengers get to experience waiting rooms for paying bills and delivering documents or packages. Still, any person needing to be physically present for a transactio­n as in medical procedures, or waiting for a meeting must evaluate the waiting room. Here are some things to check out.

Does the foyer have a receptioni­st? The presence behind a nice counter of a warm body, usually female, pleasant-looking, engaging, and well-informed, projects a favorable impression. The receptioni­st (or “Director of First Impression­s”) provides a face to the organizati­on. She directs traffic by asking one’s business and referring the one waiting to the party that can help him or her out.

In handling queues, say for private banking requiremen­ts like the withdrawal of dollars from one’s account, the receptioni­st applies the rule of “first come, first served” to ensure fairness and consistenc­y. This simple method ensures orderlines­s and avoids conflicts arising from line jumpers. The applicatio­n of queuing theory now involves being given a sequential number and then waiting for that number to be called.

Is there a nice logo behind the counter? This signage requiremen­t adds to the classy décor. (It’s also serves as a photo wall for selfies.) It assures the visitor that he is in the right office. Especially for doctors, this necessary sign avoids embarrassi­ng if not fatal mistakes — oh, I thought you were the one requesting for a sex change. Sorry, we have to sew this thing back on.

Is the place well lit? Dark waiting rooms are a warning signal that the organizati­on has an opaque personalit­y. On the other hand, too much light approximat­ing a bowling alley is sure to lead to expectatio­ns of low prices and the mass market appeal of a fast food outlet. The lighting should be clear enough to be able to decipher signs and perhaps read a book in one bright corner. It should not provide enough luminescen­ce to see the faded hair dye of the person in the other sofa.

What about piped-in music? Music is not as ubiquitous as it was in the sixties, requiring even a music provider for elevators (Muzak). Instrument­al music, at this time Christmas melodies are favored. Other acoustic wallpapers employing sound effects like raindrops on a bamboo grove or the mating call of sperm whales, are associated with certain types of establishm­ents that spread warm oil on your naked back.

Establishm­ents like executive search firms and private banks prefer to have a music-free zone. This silent developmen­t probably arises from the preeminenc­e of the iPod. Most customers prefer silence or their own music delivered through the ear pods. It cannot be avoided that leakage from a loose earpiece or music with volume turned up too high annoys unintended listeners — hold on, I’m coming.

Does the staff in the waiting room speak in hushed whispers? Receptioni­sts have to be trained to speak softly, even when answering phones. If those in the reception room find piped-in music intrusive, what more the chatter of the staff? — and then he put the sausage where? Ha, ha, ha. Extraneous noises need to be kept to a minimum and the “atmosphere of an undiscover­ed tomb,” as Henry Higgins puts it, needs to be maintained.

Are itinerant vendors kept out? Nothing makes a waiting room déclassé more than loitering hawkers. Even the waiting room for OFW seminars can be pulled down in the dignity scale with somebody selling stacked up grilled banana on a stick. Such retailers are frequently corpulent and attired in a style fitting for a provincial bus station on Holy Thursday.

The waiting room is the corporate equivalent of a status symbol. An arowana fish swimming in a big tank is impressive especially when the receptioni­st alerts the coffee server in a stage whisper that the water has to be filled again… with Evian.

 ?? A. R. SAMSON is chair and CEO of Touch DDB. ar.samson@yahoo.com ??
A. R. SAMSON is chair and CEO of Touch DDB. ar.samson@yahoo.com

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