“There were plenty of complaints regarding baggage claim time [at the] Houston Airport. They reduced the average wait time to 8 minutes, well within industry standards. But the complaints persisted.

So the airport decided on a new approach: they moved the arrival gates away from the baggage claim area. Passengers now had to walk six times longer to get their bags. It resulted in complaints reducing to almost zero.”

Via FlightComputer

This is the same thing I wrote about for UserVoice regarding listing response times. People expect speed. Sometimes unreasonable speed. You can try to hit expectations, or you can set entirely realistic external expectations and then outperform them…which will utterly delight your customers.