EdTech Connect Podcast Summary

Episode 78 – Shannon Vander Muelen: "Students Don’t Hate Waiting They Hate Uncertainty"

Date: March 13, 2026
Host: Jeff Dillon
Guest: Shannon Vander Muelen, Co-founder and CMO of Waitwell

Overview

This episode features an insightful conversation between host Jeff Dillon and Shannon Vander Muelen, co-founder and CMO of Waitwell. Shannon shares her journey from leading a government service office and teaching at Bow Valley College to building Waitwell, a company that has helped over 100 million citizens access services more efficiently. The discussion centers around the psychological side of waiting, the transformation of student service centers in higher ed, and how technology—especially AI and data analytics—can drive operational efficiency and a better customer (and student) experience.

Key Discussion Points & Insights

Shannon’s Journey: From Public Service and Education to Tech (02:09)

• Shannon shares her background, managing a busy public service office, where she observed the pain points of waiting and staff stress. The desire to improve these experiences led to founding Waitwell.
• Quote: “I just spent a lot of time sitting in my office looking at people waiting their turn and watching the behavior... I looked at some of the software that was out there and felt like I could build something a little bit better.” (02:09)

What Do People Really Want When Waiting? (03:16, 06:57)

• Training and competence matter: Service excellence is "90% about training." (03:16)
• Clarity over speed: People don’t expect instant service, “but you do want to have an idea of what to expect next.” (03:53)
• The psychology of waiting: "Students don’t hate waiting—they hate uncertainty." (Episode title, 06:57 expanded)
• Notable Quote: “What people really want is competence. They want to be matched with the person who has the right training to solve their problem, and they want to be in and out as quickly as possible.” (03:29)

Translating Education Skills to Tech Leadership (05:02)

• Scaffolding and clarity: Shannon credits her educator background (Bow Valley College, ESL) for her structured approach to product design and process development.
• Respecting student complexity: Recognizing that modern students juggle many responsibilities, Waitwell’s mission is to respect and optimize their time.
• Quote: “A lot of it is really about those people, respecting their time, and helping them to connect to the services that they need faster.” (05:59)

Waitwell: Eliminating Lineups and Uncertainty (06:57–08:37)

• What Waitwell does: Digital queue management—students scan a QR code and receive real-time updates on their wait.
• Staff benefits: Smart routing means less staff stress and better operational efficiency.
• Seasonality: Waitwell helps smooth out peaks and valleys in student service demand.
• Quote: “When [students] go to a student service office, they’re really expecting that kind of digital experience they would get anywhere else in life.” (07:26)

The “Aha” Moment and the Power of Data (09:25–10:54)

• Leadership loves metrics: Waitwell’s data and AI assistant “Whelo” empower managers with deep insights and reporting.
• Quote: “Leadership is always looking for metrics and reporting... that’s something that Waitwell delivers in spades.” (09:34)
• Whelo in action: Can answer complex, real-time operational questions, e.g., “What’s the best day to close for training?” (10:33)

Adoption Challenges and Success Factors (11:20–12:21)

• Easiest with students: Digital adoption hardest in public offices, much easier on university campuses where QR codes and apps are second nature.
• Success is in the setup: “The secret sauce is all in the setup… spend the bulk of your time at the beginning.” (11:48)

Overcoming Tech Fatigue in Public Service (13:06)

• Tech fatigue is real: Many staff already use 20+ tools.
• Consolidation: Success comes from replacing redundant tools and ensuring integration.
• Quote: “If they’re using 20 tools and you can remove even two... that can really help a lot.” (13:47)

Meaningful Impact & Customer Stories (14:18–16:46)

• Proudest moments: Winning University of Manitoba as their first major client (14:18) and hearing directly from students who used Waitwell and saved time.
• AI listening: A poignant story where Waitwell’s new AI, Whelo, diffused a frustrated student’s concerns—illustrating the potential of empathetic automation (15:22–16:30).
• Notable Quote: “I love getting feedback... I used it last week and I didn’t have to wait in line, and I could sit in my car and listen to Jeff’s podcast… That really thrills me.” (14:46)

Data-Driven Change: Surprising Insights (16:46–17:39)

• Beyond anecdotes: Actual data often uncovers unexpected demand peaks and patterns.
• Resourcing: Helps make the case for more staff or shifting resources.

Common Mistakes in Modernizing Experiences (17:58)

• Going too fast: Don’t skip engaging staff and students in discovery.
• Human touch: Simple details matter—like personalized texts.
• Quote: “If you’re going to send me a text, use my name or if it’s really important, put it in all caps... you don’t know until you ask.” (18:23)

Building a Customer-Obsessed Team Culture (19:09)

• “Single point of contact” service model: Every client gets an account manager.
• Development meets support: Weekly meetings drive innovation based on real feedback.
• Customer-driven features: “We’re not a solution looking for a problem… we always try to make sure we’re developing a solution that solves a real problem.” (20:27)

AI and the Human Element in Student Services (21:25)

• Self-service vs. connection: Some schools maximize automation; others prioritize in-person engagement.
• Waitwell’s flexibility: Supports both efficiency and meaningful human connection.
• Quote: “Some schools really want to build self-sufficiency… others want to get back that connectedness.” (21:53)

What’s Next for Waitwell (22:51)

• AI with a purpose: All innovation grounded in real user needs.
• Continued growth and impact: Waitwell now serves ~50 schools and is focused on both expanding reach and rooting features in actual service improvement.
• Quote: “We don’t develop technology just because it’s fun... We really try to be very close to the people who are using our solution.” (22:51)

Memorable Quotes

• On customer service:
  “What people really want is competence... and to know what to expect.” — Shannon (03:29)

• On discovery:
  “If you’re going to send me a text, use my name or if it’s really important, put it in all caps... you don’t know until you ask.” — Shannon (18:23)

• On innovation:
  “We’re not a solution that’s looking for a problem...” — Shannon (20:48)

• On tech fatigue:
  “If they’re using 20 tools and you can remove even two... that can really help a lot.” — Shannon (13:47)

• On impact:
  “I used it last week and... I could sit in my car and listen to Jeff’s podcast instead of wasting time standing in line.” — University of Alberta student story via Shannon (14:46)

Key Segment Timestamps

• [02:09] – Shannon’s background and inspiration for Waitwell
• [03:16] – Insights on customer service and the importance of training, clarity
• [05:02] – Lessons from education, scaffolding, and respecting student complexity
• [06:57] – Waitwell’s core solution, eliminating uncertainty in waiting
• [09:25] – The value of data and “aha” leadership moments
• [10:23] – Introduction of AI assistant “Whelo”
• [11:20] – Adoption, student digital comfort, and onboarding best practices
• [13:06] – Overcoming tech fatigue in service environments
• [14:18] – Proudest moments, real customer impact stories
• [15:22] – Story of AI diffusing a frustrated student
• [16:46] – Surprising leadership insights from data
• [17:58] – Biggest mistakes in modernization: Skipping real user discovery
• [19:09] – Team culture at Waitwell and customer-driven development
• [21:25] – How digital transformation varies by institution, balancing AI vs. human touch
• [22:51] – Waitwell’s future and Shannon’s personal excitement

Tone & Language

Shannon speaks candidly and analytically, balancing warmth, empathy, and practicality. Jeff guides the conversation with curiosity and clarity, keeping it focused on actionable insights for higher ed professionals.

Conclusion

This episode offers a deep dive into how higher education can apply tech solutions—like Waitwell—not just to increase efficiency, but to create a more predictable, less stressful, and student-centric environment. Shannon Vander Muelen’s blend of educational, operational, and tech expertise illuminates the human side of digital transformation, reminding listeners that ultimately, reducing uncertainty and respecting students’ time is at the heart of true service innovation.