A recent medical study published in the British Medical Journal Open concluded that patients place as much importance on finding a parking space as their surgeon’s clinical ability. Let that sink in for a moment.
The study concluded that factors such as the parking experience, food quality, and cleanliness of the hospital are as important to the patients as the clinical skills of the surgeon. Researcher Colin Howie, a senior orthopedic consultant at Edinburgh Royal Infirmary, said, “The clinical skills of the surgeon were on a par with a parking space.” In other words, parking matters a great deal in hospital environments.
The hospitals found that patient (customer) satisfaction depended on issues outside of the surgery they were having. We in parking are not too surprised by the results of this survey as this customer service principle is true in almost every realm of parking sectors. A hotel guest’s valet parking experience at a five-star hotel will influence the guest’s customer satisfaction at that hotel and the hotel’s five-star rating. The first thing a visitor to a city must do is park. That parking transaction, whether on the street, in a garage, with a phone, or at a meter, will shape the visitor’s perception of that given city. The same goes for prospective students or parents of students visiting a university. Did the parents feel their child would be safe on that campus based on their parking garage experience? Parking is often a critical and powerful factor in a customer’s overall experience–not just their parking experience.
When our youngest son was born, he needed surgery. Boston Children’s Hospital had a world-renowned surgeon known for his work with the type of procedure our child needed. For us, this surgeon’s ability was infinitely more important to us than our parking experience or the cafeteria food. That being said, we will always remember the excellent customer service shown by the staff at the hospital. If you asked someone for help locating a certain place in the hospital, they didn’t just give you directions–they walked you there. The parking staff was also friendly and the parking garage used a kid-friendly, creative wayfinding system with pictures of animals. Children loved it and parents loved having help remembering where their car was.
The fact that hospital patients in this survey said that the parking experience was as important as the surgeon’s ability speaks volumes. Remember this and take pride in knowing that improving your parking services is usually going to help improve the customer’s overall day, not just their parking experience.