I’ll admit it, I’m impatient.

But for some reason, a lot of companies think it’s OK to keep me waiting. And I’m not OK with that.

For instance, I went to a big event over the weekend–the Big E. This is an event that has been held in Springfield, MA for nearly a 100 years. It is HUGE and people come from all over for the three weeks it is in town.

I had never been and it has all the things my daughter loves–carnival rides, candy apples and lots of animals–so I thought we should check it out.

All started well, but then about three miles from the event (it is an hour and a half drive from the Boston area) we found ourselves in an impenetrable traffic jam.

So, we sat. And we sat. And we sat. For what seemed like an eternity.

Finally, when our three mile journey was nearly over and the parking lot was in sight–we waited in yet another line of cars to park. In a field. That was almost full.

Augh.

But even after the extra hour of traffic and the extra 20 minutes to find a parking space, we were just so relieved to get the heck out of the car that we were willing to forget the hell we had just been through and enjoy the event.

But wait, what’s that? A LINE for tickets to get in?

WHAT???!!!

It got me to wonder: Why didn’t we buy our tickets when we paid the parking guy? Better yet, why not just charge a higher entrance fee and forget the parking fee? And why did they have yet another group of staff checking tickets immediately after the purchase window? Why were there only four ticket windows open? Why didn’t they spread the ticket windows out more? Why were the only traffic cops along the entire three mile route standing directly in front of the parking lot (thanks, but I think I could have figured out where to park on my own)?

Why? WHY? WHY???!@#!

I didn’t get it. I didn’t get it at all. They have held this event since 1917, right? In theory, they should have this down to a science by now.

But no, instead of creating a traffic plan that would ensure the smooth transition of people into the event, it was like the event planners decided to put up as many road blocks as possible along the way to actually disrupt the flow of traffic for the sole purpose of creating long lines.

I’m sure that wasn’t their actual intent, but that’s was the result.

I suspect the err of their ways started by focusing more on the successful collection of money rather than a positive customer experience. But losing focus on the customer cost them professional credibility, return visitors and positive word of mouth.

Was it worth it?

I don’t think so. I have told at least 20 people over the past few days of my Big Disappointment in the Big E and will probably tell hundreds more. So unfortunate because once inside, it was actually a lot of fun.

But, the fun is not what I will remember most.

So, rule #1 to ensure a positive customer experience:

Don’t keep your customers waiting. Streamline your processes and get those people in the door, get them through the check out line, answer their questions and do it as QUICKLY and as painlessly as possible.

Otherwise, you may be your customers’ next Big Disappointment.