At ParkHub, customer satisfaction has always been a top priority, driven by a deep understanding of the demands their customers face. At the US firm, which provides software and hardware systems for the parking industry, quick resolutions to customer problems are critical.
ParkHub’s support team consistently aims to provide efficient and fast responses to keep things running smoothly.
“Our customers really, really need timely responses,” said Andrea Cedillo, ParkHub’s head of customer support.
The commitment to speed has shaped much of its support strategy, ensuring that customers are not left waiting, especially in time-sensitive situations.
The importance of fast issue resolution became even more apparent when ParkHub implemented customer satisfaction (CSAT) surveys two years ago. The feedback it received confirmed what the team suspected: speed was the most valued aspect of its service.
“The general feedback sentiment was just the speed of service,” Andrea explained. Many of the negative feedback points related to hardware issues rather than the support experience itself.
But the positive responses overwhelmingly focused on the speed and efficiency of the support team, reinforcing its approach of prioritising swift resolutions.
Chat vs. text
As part of their customer engagement efforts, ParkHub introduced chat support as an additional communication channel.
However, as the adoption rate was lower than expected and customers needed instant answers, the team decided to explore texting as a more accessible alternative.
“In parking lots, it’s easier to phone and shoot a text rather than signing into a back-end platform to open a chat window,” Andrea explained.
Texting offered a more convenient solution, further enhancing the flexibility of communication and allowing customers to reach the support team more easily.
While chat wasn’t widely adopted, the clients who did use it appreciated having an agent dedicated to resolving problems in real-time, without the delays that come with email.
Cultural shift yields results
ParkHub’s focus on customer-centricity extends beyond tools and response times. Internally, the company experienced a cultural shift that has positively impacted employee retention in the support team.
Before Andrea joined, the support team struggled with high turnover, with many employees staying for only a year due to the demanding nature of the job. However, things began to change as the culture evolved.
The company continuously encouraged new team members to offer insights on different platforms, cultivating a culture of learning, innovation, and cross-functional expertise. There was not a “right” method for addressing customer needs.
“We have a girl going on over three years in the same role, thriving and very happy,” Andrea shared. The extended ‘shelf life’ of employees reflects a deeper commitment to creating a positive work environment, which in turn supports better customer experiences.
An unexpected outcome of these initiatives has been the increased engagement and cooperation from ParkHub’s clients. Andrea recounted a recent example where a customer laid out all the troubleshooting steps they had already taken, including providing detailed screenshots.
When the support team thanked the client for their thoroughness, the customer responded, “You guys are always so on top of it and know what you’re doing. I feel the need to do that in return.”
Teamwork makes the dream work
Fostering a culture where team members feel valued directly impacts the service they provide. “I wouldn’t be having this conversation if it weren’t for them. They make my job really easy,” Andrea said, underscoring the significance of having the right people in place.
By building a strong internal culture, ParkHub has seen improvements not only in customer retention but also in the long-term satisfaction of its support team. Thanks to the integration of support teams, the company managed to create a highly skilled and versatile workforce, with all team members being cross-trained as subject matter experts.
The recognition of ParkHub’s efforts came in the form of a win at the 2024 US Customer Experience Awards in May, where they were honored with the award for Best Customer-Centric Culture.
Andrea reflected on how the award has helped boost morale during ParkHub’s busiest season. “Normally, people would stress out, but I think we just kind of rode this wave. We’re doing great things here, and the recognition has kept the team’s spirits high,” she shared.