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An important component of planning large events is a queue management system to help direct large crowds of people in an orderly way that feels comfortable for everyone. Such was the problem for Deyaar, a real estate company based in Dubai.

The company often hosted informational and investor relations events as part of its marketing campaign for services in property development, property management, facilities management and owners' association management. Yet the lack of a formal queue system during these events was becoming a significant customer service problem.

"Deyaar always achieves its targets since we offer really attractive prices to our investors, but we always have to extend our events as we are unable to serve all the customers in the limited time frame,” explained a senior Deyaar official in a news release.

To improve the experience for their event visitors, Deyaar incorporated Wavetec's Queue Management System to improve crowd management. The customized system incorporated touchscreen kiosks, counter display units and digital signs to inform, navigate and improve the customer’s journey during the event.

Wavetec’s system issues a ticket number to each registered visitor. Numbers are called and displayed on the counter display unit and digital signs, directly him or her to the correct Deyaar representative. The clear direction helps put customers at ease and improve the event experience.

According to the company, the Wavetech was first installed at Deyaar's branch located in Business Bay, Dubai. Since then, Deyaar has used the system for every event.

Service industries constantly need to consider queue management, as it’s a key and somewhat invisible part of customer service. Implementation can be tricky in cases where customer arrival is random, so service is also random. Yet a good queue management system can reduce costs and improve profitability. The key is to balance the tradeoff between customer volume and number of service representatives required.