Listening to Your Customers
By Jeff Perkins
One of the real challenges for parking providers is getting input from customers on an ongoing basis. The highly transactional nature of parking doesn’t always lend itself to a good feedback loop. So, as a parking provider, how do you know how you are doing? Are you meeting the consumer’s needs, or are you failing? How do you get better if you don’t know what’s broken?
Fortunately, our company’s users are more than willing to share their feedback with us. And while it’s important to read the positive reviews, you actually get a lot more insight out of the negative ones.
We spend a lot of time reading our reviews and doing a lot of surveys with our users–fortunately, when people create an account, they provide their email address so we can survey them. The insights we get from this research then inform how we evolve our offering. For example, one constant complaint we used to get was that people did not want to download an app just to pay for parking one time. As a result of this feedback, we added the option of paying via a mobile web browser. It’s an excellent example of listening to your customers and building new options.
Doing market research is easier than ever. Tools such as SurveyMonkey make it simple to create online surveys and email them to people who may have parked in your locations. If you don’t have a customer database, Survey Monkey can even help you find the people you’re looking for to take the survey. Also, nothing beats face-to-face interactions. Spend some time out on the streets talking to the people who are parking. Ask them about their experience and what would make it better.
If you have questions on how to improve your parking program, start by listening to your customers. They will probably have the answers you are looking for.
Jeff Perkins is CMO and head of product at ParkMobile.