We propose a cellular automata model (CA) to understand and analyze how customers adapt their decisions based on local information regarding the behavior of the system and how the interaction of individuals and those decisions influences the formation of queues which in turn impacts the sojourn time. We illustrate how a multichannel system of service facilities with endogenous arrival rate and exogenous service rate, based on local information and locally rational agents may present different collective behaviors and in some cases outperform the Nash equilibrium.