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Managers worry that their customers will perceive waiting as an annoyance, but simply reducing the wait time may not be the answer. Indeed, as the authors argue, that''s an outdated solution less relevant for today''s new breed of customer. Using research that blends behavioral psychology and traditional marketing principles with operations, the authors propose a new framework to help businesses make better decisions about wait management. They offer six implementable ideas to improve the service encounter, which will greatly impact customer satisfaction and ultimately profitability. Stop watching the clock, they say, and start asking, ''How can I best manage my customers'' time with me?''