High Touch Trumping Parking Tech

 

High tech is dramatically improving the way we live (transportation, medicine, education and so forth). Yet in some areas particularly related to prevention it is trumping a high touch customer experience for close to zero benefit. Nowhere more so than the indiscriminate use of ANPR technology to record number plates entering and leaving car parks. The technology isn’t smart enough. In a recent example, to inquire about a hotel night stay and meet a fellow guest, it required entering late night through a car park using the technology. For reasons that were out of my control I had to wait for an extended period outside the hotel’s front door. There was close to zero signage visible about the snake pit I had driven into or even awareness of what lay in store until a further two weeks had elapsed when in the mail arrived a £100 penalty notice. Apparently I had stayed longer than permitted even though I wasn’t technically parked and indeed was interacting with the hotel’s front desk. When I sought to appeal you are directed to a cumbersome and legalese riddled process that exclusively treats you like a transgressor.

Thankfully, the common sense intervention of the Hotel’s Deputy General Manager, Jena Smith, was able to right a wrong. When investors look at early-stage tech businesses, the right question to ask is, this business addressing a human need, solving a human problem or kindling the human spirit. Quite clearly, the owners of Parking Eye, Capita, who shelled out £54 million four years ago for Parking Eye, never stopped to consider that simple question. Or if they did, they have come to a warped conclusion that driving away huge volumes of repeat and referral business from the surrounding businesses, generating huge negative media publicity and hiding behind weak boiler-plate defences, is a great advert for the CEO and their Board’s genius.

© James Berkeley 2017. All Rights Reserved.

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