Designing Customer Centers and Points of Sale: Places Where Waiting Is Made Easy
Alessandro Nicotra
Hospitality & Retail
In short
— A good customer centre naturally guides customers from the entrance to the counter, without a clutter of signs.
— Waiting cannot always be shortened, but it can be designed. Waiting time that is occupied, explained, and comfortable feels shorter.
— Accessibility is both an obligation and an attitude: the space works equally well for commuters, guests from around the world, and wheelchair users.
A customer center is often the only place where you encounter a company in person. Here, a subscription is renewed, a question answered, a problem solved. How this moment feels depends heavily on the space: on how quickly you find your way around, how the waiting feels, and whether the conversation at the counter can take place in peace.
Waiting can't always be shortened. But it can be shaped.
What makes a good customer center?
It tells what a company stands for and makes the visit easy. At ZVV-Contact in Shopville below Zurich Main Station, an archive picture from the Tram Museum pointed the way for us: three musicians under VBZ caps, setting a switch together. This became the attitude for the location. Nobody is left behind. Just like on the network map, the stations line up one after another: ticket dispenser, brochure wall, lounge, and counter. Find out more in the project ZVV Shopville Zurich HB.
Such a place doesn't need arrows on every corner. It arranges itself so that it can be read: What you can do yourself is right at the front and quickly accessible. Those who need advice will find their way there without asking.
Why does waiting feel like different lengths of time?
Because waiting time is experienced and not measured. Service researcher David Maister already described this in 1985: Occupied time feels shorter than unoccupied time, uncertain waiting time longer than known waiting time, and comfortable waiting shorter than uncomfortable waiting (Maister). The feeling that service has already begun also takes the impatience out of waiting.
ZVV Shopville, Zurich Main Station
How do you design waiting time?
With spaces that offer something, rather than just chairs.
Something to do. A brochure display, a ticket vending machine, a screen with timetable information. When people have something in their hands, they don't look at the clock. Ideally, the activity is related to their request so they are already prepared when they reach the counter.
Knowing how long it takes. A visible queue display removes uncertainty. It needs to be easy to read from the lounge so nobody has to remain standing.
Waiting comfortably. Soft radii, warm wood, and felt remove the rush from the space. In Shopville, textile curtains dampen the bustle of the station. This ensures the conversation at the counter also enjoys the necessary calm.
What does barrier-free mean in a customer centre?
That everyone can use the space equally well. In Switzerland, publicly accessible buildings must be accessible and usable for people with disabilities; the decisive standard is SIA 500 "Obstacle-Free Buildings". For renovations and major alterations of existing buildings, this applies as long as the costs are proportionate (Canton of Valais; Pro Infirmis).
In everyday practice, that means more than just a ramp: wheelchair-accessible counters, easily reachable controls, clear contrasts, good lighting, and acoustics where people can understand each other. We plan this right from the start so that it becomes part of the design and doesn't feel like an afterthought.
Why interior fit-out and building services belong together
Because small ticket offices have little space and a lot of technology. At Albisriederplatz, we are refitting the VBZ sales outlet, including heating, cooling, electrical systems, and lighting. To inspect the roof structure, we were on site at three in the morning, during the brief window without tram operations. What we found there dictates the planning. Conduits, luminaires, and furniture find their place before the first wall is even erected. Learn more in the VBZ Albisriederplatz project.
What are the benefits of a well-designed customer centre?
More satisfied customers and a team that enjoys working there. A place that provides clear orientation relieves counter staff of questions that the space itself can answer. Robust, authentic materials withstand the daily footfall and age with dignity. And a design with its own identity turns a sales outlet into a piece of the brand you can walk into every day.
ZVV Shopville, Zurich Main Station
Frequently Asked Questions
Who does Studio Nicotra design customer centers and points of sale for?
For companies with public foot traffic, for example in public transport. Among others, we have designed for ZVV, VBZ, SZU, and Stadtbus Winterthur.
Does a customer center need to be barrier-free?
As a publicly accessible place, yes, according to the SIA 500 standard. For conversions of existing buildings, this applies within the scope of proportionality. We clarify the requirements early on, including with the cantonal specialist departments.
Can sales continue during the renovation?
Often yes, with a phased conversion or a temporary facility nearby. We plan the sequence so that operations are disrupted as little as possible.
How much space does a waiting area need?
That depends on the number of visitors, peak times, and consultation duration. We derive the size from actual operations, not from a rule of thumb.
Do you also design lighting and acoustics?
Yes. Lighting and acoustics are part of the design. They play a decisive role in whether a place feels calm and welcoming or hectic.
Sources
The Psychology of Waiting Lines, David Maister, 1985
Barrier-free construction, Canton of Valais
Equality: Buildings and Facilities, Pro Infirmis
A good service counter doesn't start at the counter. It begins with the first step into the room and the feeling of being in good hands.
Contact
Listening is our first draft.
Every project begins with a conversation. Tell us what you have in mind: a new working environment, a restaurant, a space for the future. We bring an open mind, curiosity, and experience in strategy, interior design, and lighting. We'd love to meet at our studio on Gutstrasse in Zurich. Or wherever your project is coming to life.