Traditional banks are missing an opportunity to engage customers who spend significant time waiting in branches by providing nothing meaningful for them to do. The average wait time in a branch is over 10 minutes, and peak times are even longer. Banks could learn more about customers and inspire purchases in the 5 minutes when they have their attention through mobile, interactive, personalized and engaging experiences during the wait. A company called Waitology provides this type of solution to better utilize waiting time at banks.