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Digital Signage and Queue Management integration

The best way to manage users flows

Generally speaking, queue management devices and systems are excellent solutions to improve window reception, regarding both the perceived service and the actual quality of service; nevertheless, they can turn a physical line in a virtual queue, but they can’t completely eliminate waiting time.


Digital Signage represents the perfect tool to turn waiting time into useful time, both for the user and the service provider, not only because it allows to broadcast important alerts and publicize useful information, but also because it allows one to do so with finely targeted contents.

Recently, it has been acknowledge that the integration of these two different aspects (on one hand, user flow management and, on the other hand, information visualization on multimedia displays) does represent an improvement of the service offered.


The efficiency of this solution comes from several reasons:

-   recent display price drop, even for larger ones (essential for good legibility at a distance);

-   the highly flexible features of latest displays, as well as their high resolution and clearness, that makes them suitable for displaying texts, pictures, videos and any kind of multimedia contents;

-   the possibility of using pre-existing displays already adopted for digital signage in the company, that may justify the attempt to use the same devices for queue management, instead of installing brand new ones.

Integrating digital signage and queue management implies creating a connection between the present audience and the contents displayed.


Typically, a queue management system tracks a remarkable quantity of data concerning service users: firstly, of all the number of people waiting in the hall, the kind of services requested (should there be more possibilities), but also the average time for processing a request. All of this data can be used to identify different time frames and therefore people associeated to them (e.g. we can assume that a crowding, repeated daily between 5:00pm and 6:00pm, in a post office in the city center, may represent an audience composed of white collar workers).


This information allows to automate a dynamic selection of contents to be displayed, targeting messages based on people expected to be present in the waiting hall. Shold the number be reserved remotely, e.g. by means of a smartphone app, targeting could be even more accurate, because it is possible to take advantage of personal data of the user profile (gathered during online account registration, needed to use this particular service).


The integration of these two applications is their natural evolution, as they are no longer seen as distinct problems. This leads to new perspectives and possibilities.

Many kinds of contents can be displayed on the devices placed in the halls:

-   landscapes and suitable soundtracks can make the waiting more pleasant and relaxing;

-   commercials can inform users about products and temporary offers, as well as about the choice of products and services;

-   general information let users better know the company;

-   specific service information, for example opening time or available services, allows to keep users up-to-date about changings;

-   data concerning present queues, currently called ticket numbers and their respective windows.


Splitting a screen layout into sectors, assigning each to one of the previously depicted aspects, is another characteristics granted by latest technologies. The challenge to be faced for maximizing the investment of this solution lays in conveniently mixing messages that the company wishes to spread, increasing and improving its results, with information that is important to the end user. This message, otherwise automatically ignored by the reader, is certainly acknowledged, if integrated with information that the user frequently needs to check.

The more the information or advertisement is targeted, the more it will be useful and interesting for users. Perceived quality of service will increase, as well as global customer satisfaction.

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