This practice will improve utilization without interfering with any regular drive-up customers.

Historically, daily and monthly parking, which make up nearly half of all parking revenue in the U.S., have been left out of the pre-booking game. However, with the growth of smartphone usage, this type of parking transaction is becoming a larger part of the online market. Drivers may not be thinking about parking before embarking on their trip (although even this is changing as the benefits of pre-booked parking expand), but their mobile devices can now provide parking inventory availability and pricing in real-time as they reach their destinations. This type of practice will improve brand awareness.

Customer Service Experience

Just as important as having the correct technology for our parking site is, the personal touch of a competent customer service representative. The purpose of technology is not to take away customer interactions, but to combine the strengths of a trained customer service representative and the options to have the best technology for your parking site, ensuring customer satisfaction and return business.

Knowing your customers is the key to building easy-to-use automated services, but also providing in-person help as needed. Data is the key to make sure you utilize all existing information from all sources: the business systems, websites, marketing brochures, past customer interactions, user guides, etc. Make the relevant data available for your customers and your customer service personnel. This will allow you to improve your self-service options as well as your in-person interactions with your valued customers.

We park cars!

Today I am working for the Science Museum of Minnesota. In my first two years, I have embraced the importance and complexity of our parking program. It is a critical element in the continued development and revitalization of the parking opportunities for the museum. To keep pace with increased visitor volume and the development in downtown St. Paul, Minnesota, we’ve made some investments in infrastructure to provide new exciting prospects. When I started, I saw a parking program that has a solid foundation in terms of physical and system assets upon which to build. What the parking program currently needs most are four key elements:

• A sense of purpose and direction
• An investment in staff training and development
• A strong customer service orientation
• Investment in new technology

The development of a strategic vision and a strong, well- defined work plan was a critical first step in putting the Science Museum parking program on a course for success. We applaud the corporate support for making parking an important investment. It is exciting to see the progress being made in our department. Parking can be a significant partner and contributor to advancing the Science Museum vision, as well as helping to improve the overall community experience. I believe that the future of the Science Museum of Minnesota’s parking program is bright indeed. I am committed to continuing the improvements and having incredible success!