BrandStand » Vancouver’s Parking Meters. Technology meets Customer Service meets Brand.

October 27, 2009 | Jeff Cohn

Vancouver’s Parking Meters. Technology meets Customer Service meets Brand.

Vancouver Parking Meter

I’m back in Vancouver for meetings with our client here and I came early to enjoy the town. I have a rental car so I had to deal with parking meters for the first time in this city. What did I find? A pleasurable experience. A PLEASURABLE METER EXPERIENCE I HEAR YOU CRY? Yes, and here’s why.

I really don’t mind paying to park. What I cannot stand are the barriers to parking with such inconveniences as not having enough change, concern that my time will run out and I’ll be ticketed, and such. Vancouver has solved that with an extraordinary system.

Every meter has a small sign on it that says, “pay by phone” and an identifying meter number. The first time one calls the system, an automated attendant walks you through a very simple process of about three minutes whereby you set up an account, credit card number and car license plate. You then enter the meter number, the number of requested minutes and, voila, the voice tells you that you’re all paid up. No coins. No mess. No fuss.

The second time I used the system, it recognized my cell phone number (no numbers to enter) and I simply entered the code and number of minutes and we were done in less than 30 seconds. Am I willing to pay a small .30 cent convenience fee for this service? You bet I am!

This system offers some useful marketing lessons. First, it speaks to the power of technology when used to drive or enhance customer experience. The system in itself is easy to use and customer friendly. Layered on top of this is a brand message. Vancouver is, in my mind, a progressive city and has a brand image of being on top of things. By offering this system and making my life easier as a customer, the city’s brand moves up a notch. No wonder it’s a thriving metropolis.

Kudos to the city officials of Vancouver for providing this forward thinking system. I’d love to see the leadership of my city, Denver CO, use a similar approach. I think it would significantly boost retail and restaurant sales in areas with paid parking such as downtown and Cherry Creek North and with it city tax revenues. Not to mention enhancing Denver’s brand as a progressive, technology driven market.