Waiting times can be a huge concern for companies, as long waiting times can result in lost sales, unsatisfied customers, and a bad reputation for organizations. Staff requirement planning can help reduce the average time in queue. We propose a capacity planning model that considers the dollar value of customers’ waiting time to determine the optimal production (service) rate that maximizes the total profit of organizations. The model balances the trade-off between customers’ waiting costs and staff’s idle time costs. This model introduces a delay discount factor that quantifies customers’ time in dollar value. We used two “inferred” models from healthcare and compared the current settings with the optimal ones resulting from the proposed model. The optimal setting significantly reduced waiting times and increased profits. The proposed model can be extremely helpful in adequate staff planning for service organizations.