10 For waiting customers, pre-process waits seem longer than mid-process waits.

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Pre-process waits refer to the time customers spend waiting before their service has even started (such as waiting in line or on hold), while mid-process waits refer to the time customers spend waiting during the service itself. Research has shown that customers perceive pre-process waits as longer than mid-process waits, even if the wait times are similar. This is because during pre-process waits, customers may experience uncertainty or anxiety about whether they will receive the service at all, whereas during mid-process waits, they already feel committed to the service and can see progress being made towards completion.

10 for Waiting Customers, Pre-Process Waits Seem Longer Than Mid-Process