Unique Hospital Challenges

Wanda Brown

The goal for every hospital parking entity is to increase patient satisfaction. An article that ran in the Cambridge Times last fall clearly described what hospital parking professionals dread the most in their parking operations: unreliable parking equipment.

The delicate balance of collecting revenue while meeting patient expectations is crucial to our business. Therefore, each time a patient or his or her family visits our hospital, they must walk away with the same experience, which includes convenient access to parking and easy pay on exit. Of the many challenges hospital parking professionals encounter, the most common complaints stem from unreliable equipment. Every time an employee has to open a machine to make adjustments means a patron delay and possibly a rate change. Unfortunately, staff are often unable to offer refunds on-site.

Issues that may hamper a visitor’s ability to deal with a life or death situation require a great deal of out-of-the-box thinking. Strategic partnerships with various medical units are required to increase operational efficiency and meet expectations for each visit.

As we look a head, it is critical that we continue to build close relationships with our vendor partners and look to fellow members of IPI as resources for continued and sustain improvements.

What has been your greatest challenge and how did you address it? Comment below.

Parking and Surgeons

Isaiah Mouw

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.

 

 

 

 

 

 

All Roads Lead to Technology

EmergingTrends_100sq

According to a new survey released today by the International Parking Institute (IPI), technology, sustainability, revenue-generation, and customer service are the top trends in the parking industry and the things most parking professionals are looking for.

The 2012 Emerging Trends in Parking Survey was released at the IPI Conference & Expo in Phoenix, Ariz., this morning. It showed that cashless, electronic, and automatic payment systems join apps that provide real-time information about parking rates and availability and wireless sensing devices that help improve traffic management as the top in-demand technologies in the industry.

More than one-third of respondents said that demand for sustainable services is a top trend, and that they’re talking about energy-efficient lighting, parking space guidance systems, automatic payment process, solar panels, renewable energy technology, and systems that accommodate electric vehicles and/or encourage alternative methods of travel. Technologies that help people find parking faster take cars off the road; an estimated 30 percent of people driving around cities at any time are looking for parking, wasting fuel and emitting carbons.

Survey participants also said that convincing urban planners, local governments, and architects to include parking professionals in their early planning processes is a priority; doing that, they said, would help prevent many design problems in final projects. And when asked where parking should be included as a course of study in academic institutions, nearly half of the survey participants said schools of urban study, followed by business or public policy schools.

The full survey can be accessed on IPI’s website.

Rx for Hospital Parking: Raise the Bar

Wanda Brown

Accessibility to healthcare services is the biggest concern of hospital parking professionals. Getting patrons to their appointments without parking stress is crucial. While maximizing operational efficiency through technological improvements is essential, parking professionals must also consider the effects on their customers as they consider implementation of new products. They can find the answer by examining companies such as Disney and Starbucks.

Ideally, patients and their families will be greeted with a smiling parking ambassador who is well prepared to educate them on the use of new equipment and provide directions to their hospital campus destinations. Customers will know they are valued because ambassadors have been trained to make each visit memorable. They are trained to know their customers, make them the priority for that moment, listen to what customers say, and be a valuable resource in handling parking issues quickly and sufficiently.

Unlike university campuses, where most customers are young and techno-savvy, hospitals have to plan for everything and everyone. Hospital patrons mirror the greater public and in creating a culture of care, parking professionals must consider all of their individual needs during every visit.

From the parking garage to the clinic appointment or visit, the customer should have a pleasant experience. Hospital parking professionals help with just that through the installation of way-finding systems, establishing cashiering stations, offering manned exit booths, and acting as parking ambassadors whose ultimate goal is to assist with the learning process.

Creating such an environment raises the bar for excellence in the parking experience. The parking professional knows that it takes the integration of both the human and technology factor to accomplish this. Has your operation raised its own bar? Comment below and share your story.