In the Spotlight: Parker Technology

In the Spotlight: Parker Technology


[Alex] Welcome to In the Spotlight, featuring
Parker Technology. As specialists in the provision of a premium customer service experience for
parking facilities, Parker Technology’s secret to their success lies with their two-way video
communication. We have President and CEO, Brian on hand to tell us more. So Brian, please
tell us about Parker. [Brian] Parker is a technology software and services company focused
on delivery, for our customers, who are operators, municipalities, hospitals, universities, a
better customer experience, or saving a customer experience when their parking customers are
stuck in a lane and are forced to press the help button. so 60,000 times a month, our
customer service representatives answer a call for help, from a customer stuck in a
lane in our operators’ parking facilities. And, on average, we answer the call in 11
seconds and we resolve the issue and get them on their way in less than a minute, and that’s
what we do. [Alex] And what sets you apart from other companies in the industry? [Brian]
What makes Parker different is that our customer service representatives are the heartbeat
of our business, and so when you think about a traditional call center, I think about sweatshop,
I think about pressure, I think about not a great environment, and in fact, we do just
the opposite because we realize that in order for our CSRs to deliver what we call authentic
concern for our customers, they have to be taken care of, they have to be pampered and
they have to know that they are the center of the universe, which they are. And that
is what creates the unique culture in our business, that I think sets us apart. We were
just awarded the number one customer service tech culture here in the state of Indiana
because our CSRs are special, we know that, and we know that’s what it takes to deliver
a great customer experience. [Alex] This sounds like a perfect solution to parking woes. Can
you give us an example of a notable project you have worked on? [Brian] Sure, so probably
the quintessential example is one of our customers in the City of Las Vegas, so Brandy Stanley
is the manager of their parking, and she is working very diligently on the balance between
labor in her garages, so ambassadors on the ground, versus having someone like an outsourced
help from someone like Parker to deliver a great customer experience, so what she has
done is she is leveraging a patented technology which we have, which delivers two-way video
in the lanes, so that rather than having to have an ambassador in every single lane, she’s
got four, five or six garages, with twenty or thirty lanes, rather than having to have
an ambassador in every lane, she will have a Parker virtual ambassador in those lanes
so that when the customer pushes the help button, because they are confused or because
they can’t figure out how to complete the transaction, they will see a customer service
representative here in our call center and we can see them, so it is a two way conversation.
And we have got business rules in our software that help us determine how to handle that
customer and to ultimately resolve the issue and get them on their way. And most times
we want the resolution to be the business rules or to align with the business rules
that the customer is asking us to deliver, so in some cases that could be put a light
touch on them and let them out, so we can raise the gate, in many other instances, in
a retail setting or in a municipality setting, they would like to collect the revenue, and
so we have got business rules in there that tell us how much friction we can put in the
system and actually complete the transaction rather than just raising the gate and letting
them out. [Alex] And how many CSRs do you have covering all your projects? [Brian] In
order to run 24/7 we have 24 Customer Service Representatives, and at any given time, I
would say the peak is probably at 15 or so, and those 15 or so handle peak loads in the
middle of the day as you would expect, 1 or 2 o’ clock and 5 o’ clock, and then it drops
down, it dwindles down overnight, and we cover 60,000 calls. [Alex] Wow, those are some incredible
numbers, great job to your team! What can we expect to see in the future from Parker?
Well I think the most important focus that we have right now is perfecting the model,
and then helping as the industry is, what I call vaporizing, so technology is literally
taking over the parking industry, and the buzzword today is frictionless. And we believe
that the human touch, or a human component is still a really big part of a frictionless
experience, because we know that 85% of the time that a customer is experiencing a problem
in the lane, they’re experiencing that problem because they failed. And so it is really hard
for software, and for a frictionless experience, to engineer out human failure, so that we
know that even in a completely frictionless environment, up to 3% or the cars that go
in or out of that facility will experience a problem. And those 3% have to be helped
by a human being and that really is what Parker does. So rather than talking about using technology
to completely eliminate people, we don’t believe in completely eliminating people, we still
have to have a balance between people and technology in a garage, and we think that
we can help virtually any parking customer who is trying to deliver a frictionless parking
experience, by delivering the human touch, face-to-face, when that small percentage of
time that it fails. [Alex] Well it is interesting to know in a time when technology is constantly
evolving that the human touch is not completely lost, thanks for joining us Brian. Thanks
for tuning in, and don’t forget that the full transcript will be available soon on parking-net.com.

Danny Hutson

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