A telling example of that balance is what happens when an organization makes you wait. This could be at a doctor’s office, a store checkout line or when you are put on hold when calling customer support. They know exactly how much it costs to hire another person to reduce waiting times, but they’ve chosen not to spend it. Perhaps they don’t think you’d be willing to pay more for better service, or they just want more profit. Either way, all too often, claiming to be customer centric is a kind of design theater: it’s just for show.
