It is important to acknowledge that parking is a personal act and a manifestation of preferences around convenience, proximity, availability, and cost. Where you park impacts your pocketbook, time, and daily schedule. As something many do daily, it is no surprise that people have strong feelings about it. To be clear, constructive opinions and public discourse should be encouraged, heard, and used to inform operational improvements. All feedback is important because whether it is founded in truth or not, they are informative of real or perceived issues that we as organizations can help address.

It is hard to ignore the strong feelings in some of the public reactions and the misinformation or misconceptions that are often evident. For example, it is not uncommon to read or hear public comments accusing parking owners and operators of being “money grubbers” or “predatory.” In many cases, the commenters clearly lack information and context on why parking rates are charged, why enforcement is important, or what happens to revenue collected. There seems to be a basic disconnect in knowledge and information about parking rules, regulations, and objectives. The public tends to misunderstand what parking organizations do and why it is important.

Of greatest concern, though, is when the passionate feelings about parking come out as verbal and physical abuse to Frontline staff. These incidents are well documented. One doesn’t have to look far to find shocking news stories about verbal and physical abuse of, and serious violence towards, parking enforcement officers.

I even found actual stab vests online being marketed toward Frontline parking enforcement personnel. The media doesn’t help much, with shows like Parking Wars and countless references in movies and pop culture to the confrontation of parking personnel.

Incidents toward Frontline parking staff are visibly increasing, and this topic is gaining more spotlight as concerns mount. This is extremely troubling, and organizations are doing what they can to train and protect their personnel to deal with these types of situations. Moreover, the challenges of recruiting and retaining staff are exacerbated when these types of incidents become more frequent; why would someone want to work in a parking enforcement office and subject themselves to this kind of abuse and risk when they could find a similarly paying job elsewhere? We, as parking owners and professionals, must do everything in our power to create safe and rewarding places of employment.

This has all got me thinking. Is the passionate hatred of parking a foregone conclusion? Does it have to be this way? Can parking owners and operations help address these feelings and mitigate violent outbursts from customers? How can we change the perception of parking, parking professionals, and parking organizations?

And most importantly, how do we protect our staff? What proactive measures can Frontline personnel and organizations take to improve customer service and mitigate negative customer reactions and confrontations with staff? This last question is the most important.

Considerations

Some level of angry customers and confrontation may be inevitable (of course, no one really LIKES to pay for parking or get a parking citation), but there are several important considerations and best practices that organizations should be mindful of to have a healthy relationship with customers and the public at large.

Policy and Regulations

It’s important that the rules and regulations that govern management and enforcement of parking are understood by customers, are grounded in logic, and are applied consistently. This includes paid parking areas, posted time limits, parking rates, and enforcement practices. Parking management principles and specific community context should inform the specific rules and regulations employed in your community or operation. Policies and regulations should be based on sound planning, strategic objectives, and market realities – not arbitrary reasons.

Many cities are or have conducted strategic plans to ensure on-street and off-street assets are priced appropriately to balance demand effectively. Some cities are exploring more market-based solutions like progressive on-street parking pricing, which de-emphasizes time-based limits and provides customers with more parking options. Sensible parking policies and regulations reduce customer confusion and frustration. The bottom line is that parking owners, operators, and organizations should make it easy for customers to understand and follow the rules.

Communications and Marketing

Clear and consistent communications and marketing of parking resources, rules, and regulations are paramount. This includes customer awareness of the parking brand, marketing and promotion campaigns (especially during changes in technology or policy), well-placed signage and wayfinding, and leveraging technology (e.g., real-time availability technology) where possible. Parking owners and organizations should be mindful of providing customers with information on where to park, how to access facilities, what the rules and regulations are, and how to pay. When newcomers come to your community, they should very quickly recognize parking facilities and resources and understand where to go, what the rules are, and how to pay.

Municipalities and universities may benefit from communication materials humanizing their parking personnel to the public, explaining what they do and why, and being transparent with the public on data related to parking use and revenue and what revenue is used for. Articulate and celebrate your organization’s role in the community.

Parking Equipment, Technology, and Facility Design

The method in which you collect payment (whether on-street parking or off-street parking) and conduct enforcement activities can have a significant impact on the customer experience and satisfaction, as well as limiting potential confrontations with customers. Leveraging physical and mobile technology to provide multiple convenient payment methods can boost customer satisfaction. Regularly testing pay stations and exit lane equipment to ensure that equipment is functional, simple, and intuitive is important. New technologies like mobile and fixed LPR, e-citations, and bill-my-mail can reduce the need for physical engagement from parking personnel with customer vehicles and customers themselves. Ultimately, though, the goal should always be to push customers to comply with rules. Make it super simple for customers to pay. Emphasize compliance via clear rules and easy payment options over punitive enforcement.

Parking facility design is important. Ensure that off-street facilities are designed efficiently, with easy ingress and egress. Facilities should be clean, well-lit, and functional for the user. Ensure that signage, pay stations, and equipment and technology are designed and placed with the user in mind, recognizing that customers are both on foot and in their vehicles. 

Customer Service, Staff Roles and Responsibilities, and Training

Customer service and staff, particularly Frontline personnel, are central to the image and perception of your parking operation. Frontline personnel are, in many ways, the face of your operation. These staffers should be valued members of your organization, equipped with the tools, resources, and training to be safe and successful in their work and successful in their interactions with customers, especially confrontational customers. Staff should be present at busy times, assisting with payment collection or exiting a parking facility after an event. Staff should treat customers with patience and respect and apply rules and regulations consistently and with grace, giving customers the benefit of the doubt where appropriate. Clearly communicating with customers in the field and providing support beyond parking (e.g., offering walking or driving directions) can help staff generate goodwill.

Some parking operations have employed the use of body cameras as an added safety measure; owners, operators, and organizations are encouraged to connect with others and examine the appropriateness of cameras to their own operations. Despite best efforts, at least some angry customers are likely inevitable. Staff should be trained in de-escalation and safety protocols and have access to police support where appropriate. IPMI offers potential training resources for your team’s use.

Conclusion

It’s true that parking owners, operators, and organizations may never be the most popular show in town. And it’s also true that some people will likely be frustrated with their parking experience and have a negative view of parking personnel. Parking entities can be proactive, however, in implementing strategies and measures to mitigate many frustrations before they start, perhaps creating more awareness and a more positive perception of the role of parking organizations and personnel in the process. ◆