Customer Service vs. Customer Experiences: What’s the Difference?

In the parking industry we are tasked with providing two key elements for parkers: customer service and customer experiences. Both elements are important, but they address different pieces of the customer's parking experience and how they get to their destination. While these two topics may sound very similar, it’s important that we understand their distinct differences as well to create a seamless and pleasant parking journey for all users from on-street to surface lots to parking structures.

Customer Service in Parking

Customer service in the parking industry references the interactions between the customer and the parking facility or operation staff. It can also include some of the automated technology systems that the customers engage with including mobile payment applications, parking meters, or PARCS equipment. Basically, any touchpoint where the customer is assisted during their parking event. Successful customer service involves helping to resolve issues, answer questions, and providing help to make sure the customer’s needs are met.

• Assistance and Support: Make sure that there is always an actual person available, whether in person or directly through an automated system to help with any issues that may arise while the customer is trying to park. Having a human to speak to in the event of a ticketing or payment issue, or general questions makes a significant difference for the customer.
• Problem Resolution: Quickly responding to and solving (as much as possible) any issue that arises including broken equipment, billing errors, or safety concern, not only helps get the customer back on their way, but also notifies the staff member about an issue so it can be resolved and not affect others.
• Communication: Facilitating clear and accurate information through direct signage, customer service desks, and online platforms provides the customer with a greater comfort level.
• Personal Interaction: Providing friendly, knowledgeable, and trained staff on-site can offer a personal touch, making the parking experience less stressful and allow the parking experience to be quick and easy, getting them to their destination faster.
• Customer Experience in Parking

Customer experiences encompass the entirety of the parking experience from beginning to end and throughout the course of their stay. It considers the ease of locating and getting to the parking area / space, the accessibility of payment options, the sense of safety and security, a diverse range of technology options, and so on. The concept includes customer service of course, but also extends to the overall environment and emotional response of the patron.

• Ease of Use: Ensuring that the parking experience is intuitive and hassle-free by providing clear signage, easy-to-use payment systems, and well-maintained facilities.
• Environment: Offering a clean, safe, and aesthetically pleasing environment that makes customers feel safe, comfortable, and valued.
• Technology Integration: Utilizing advanced technologies such as mobile apps, automated entry and exit systems, and real-time space availability updates to enhance convenience. It is important to provide a diverse range of payment options to support equity, while also establishing safeguards to ensure data security.
• Feedback and Improvement: Actively seeking customer feedback and continuously improving services based on that feedback to meet and exceed customer expectations, while addressing any issues or concerns they may present.
• Bridging Customer Service and Customer Experience
• To create the best parking experiences possible, owners and operators must integrate excellent customer service into the broader customer experience strategy. Here are some ways to achieve this:
• Training and Empowerment: Provide consistent and specific training opportunities to staff to empower them to provide quality service and solve problems effectively. Confident and knowledgeable staff can greatly enhance the customer experience.
• Consistency: Maintain a consistent level of service across all touchpoints. Whether a customer is interacting with an app, a call center, or an in-person attendant, the quality of service should be uniform.
• Proactive Engagement: Anticipate customer needs and address them proactively. For example, if there is a known issue with a parking machine, communicate this to customers in advance and provide alternative solutions.

In the parking industry, both customer service and customer experience are vital to ensuring customer satisfaction. While customer service focuses on immediate interactions and problem-solving, customer experience encompasses the entire journey, from ease of use to environmental factors. By effectively integrating both aspects, parking facilities can create a seamless, pleasant, and memorable experience for their users, ultimately fostering customer loyalty and positive word-of-mouth.