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The world of parking is evolving rapidly, driven by technological innovation and shifting customer expectations.
At T2 Connect 2024, Brian Wolff, President and CEO of Parker Technology, and Larry Cohen, CAPP, Executive Director of Lancaster Parking Authority, shared valuable insights into navigating this transformation.
With decades of combined experience, they explored how to improve the parking journey and create a seamless customer experience.
Understanding the Industry
The parking industry, once centered on moving cars in and out of spaces, has evolved into a tech-driven ecosystem demanding adaptability and strategic vision.
Brian opened the session by highlighting how digital transformation has changed the way parking operations function.
“It’s really disorienting when things are changing really fast. It’s tough to know which trend will stick and whether you’re investing in the right things.”
Brian Wolff
President and CEO of Parker TechnologyHe emphasized that choosing the right technology at the right time is critical. Missteps can lead to inefficiencies and frustrations, but with thoughtful implementation, parking operators can provide smoother experiences.
Larry brought attention to the increasing complexity of managing parking facilities. From upgrading systems to addressing diverse customer preferences, Larry stressed the need for flexible, user-friendly solutions that cater to all demographics.
While some customers embrace app-based parking and contactless payments, others still prefer traditional methods like cash payments or physical tickets.
The Customer Journey
A seamless parking experience begins with understanding the customer journey.
Larry outlined the key stages—finding, entering, parking and exiting—and the common issues that arise at each step, such as unclear signage, malfunctioning equipment or long wait times.
“A good parking experience is a non-event. People want ease of access, ease of exiting, ease of payment, and ease of finding a space.”
Larry Cohen, CAPP
Executive Director of Lancaster Parking AuthorityThese pain points can decrease customer trust and satisfaction.
Brian emphasized the value of integrating feedback loops and data analytics into operations, revealing that approximately 3% of parking transactions require assistance. Using Parker Technology’s platform, operators can capture and analyze customer service data to address recurring issues proactively.
Common Challenges
Larry and Brian identified several challenges that parking operators face, including:
- Outdated Technology: Aging systems can frustrate users and limit operational efficiency
- Inconsistent Customer Service: Gaps in service can lead to negative reviews and poor customer experiences
- Unclear Communication: Misaligned policies and a lack of transparency with customers or staff can create confusion
Larry advocated for proactive strategies to mitigate these challenges, including routine maintenance, staff training, and contingency planning.
“Always plan for the worst. What’s the worst thing that can happen? Plan for it, and then hopefully it never happens.”
Larry Cohen, CAPP
Executive Director of Lancaster Parking AuthorityHe shared an example of a parking facility that transformed its operations through simple improvements like better lighting, regular cleaning and clearer signage—leading to improved customer perceptions of safety and reliability.
Optimizing Through Technology
Technology offers huge potential to improve parking operations when implemented thoughtfully. Brian emphasized the importance of leveraging tools like license plate recognition systems, mobile payment platforms and real-time data tracking.
“These technologies streamline processes and provide insights that help operators make data-driven decisions.”
Brian Wolff
President and CEO of Parker TechnologyLarry highlighted the importance of staff training to ensure employees can manage complex technologies effectively.
“We’ve been proactive in certifying staff to handle the various systems we operate. It’s about preparing for quick responses and efficient resolutions.”
He also stressed the need for contingency plans to address potential disruptions, such as system outages or security breaches.
Engaging Customers Through Feedback
Both Brian and Larry emphasized the value of customer feedback in improving parking operations.
Larry shared how the Lancaster Parking Authority uses low-tech approaches, like distributing surveys in parking garages with incentives like gift cards. This strategy yields actionable insights while fostering a sense of connection with customers.
Brian added that data collected from help calls offers a detailed view of operational performance. For instance, understanding why customers need assistance can help operators address root causes and refine services.
Shaping the Future of Parking
Brian Wolff and Larry Cohen demonstrated how parking operators can navigate today’s dynamic landscape by embracing technology, prioritizing customer experience and fostering continuous improvement.
By addressing challenges and leveraging opportunities, parking operators can set new standards for excellence and deliver frictionless experiences that meet evolving customer expectations.
Learn more about how Parker Technology can help you in your journey to create a better customer experience.
Katelyn Perman
Content Marketing Manager
Katelyn Perman has 3+ years of experience in marketing, specializing in social media strategy, email campaigns, graphic design and copywriting. She holds a B.S. in Strategic Communication and Human Communication Studies from Indiana Wesleyan University.