4 Essential Steps to a Successful Mobile Pay Rollout
If you build it, they will come.
At least that’s what some technology vendors would have you believe. Just because you are offering a superior service that is convenient for your parking customers, it does not guarantee acceptance. More and more, we see cities underestimate the effect of new technology if they initially see low user adoption.
Successful rollouts are those that bridge the gap between the value of mobile payment technology and the ability to put it to work effectively, resulting in higher user adaptation and utilization.
As with introducing any new technology, the road to deployment may seem difficult and daunting, but by following these 4 steps, organizations will see success in their mobile payment rollout.
Step 1: Build Your Dream Team
Choosing the right mobile payment provider will have a dramatic effect on the success of a rollout. You need more than a product provider, you need a technology partner. If you believe in the company’s service and dedication to making the launch as successful as possible, then you can go ahead and check this off the list.
Step 2: Identifying Dependencies
Once you’ve built your dream team, it’s time to hash out the details of the upcoming launch. It’s important to establish an open dialogue between you and your mobile payment provider early on so that you can recognize the biggest hurdles between kick-off and deployment.
For example, if you know that you will require a higher amount of signage than expected for a city of your size, it’s important to convey this immediately. This way, your mobile payment provider will be able to plan accordingly in order to meet this need by the deadline agreed upon.
Step 3: Focus on the Human Side
A key to a successful mobile pay deployment is to understand (and embrace) that this is not a technology project, this is a people project.
I’m sure you’ve seen them. Local news reports on customers who paid with mobile pay but still received a citation for unpaid parking. No matter how great of a service you are launching, if customers are unhappy in any way, they will tell others, and are unlikely to continue using this service.
Luckily, issues like this can be avoided by putting the proper training and practice in place prior to launch. Spend the appropriate amount of time training with enforcement officers to ensure that everyone understands the ins and outs of the system. This way, when the launch date arrives, there are no questions left outstanding.
Step 4: Spread the Word
Now you need to get the word out about this new service! Having an engaging marketing strategy will do just that. Get users excited about this system through social media, promotions, contests.. whatever avenue will work best!
However, in the midst of all of this excitement, don’t forget about the basics. Ensure that the signage you display is clear and informative. If users don’t understand how to use this new service, how can you expect high utilization? Make sure there is no confusion around the new system and that users understand to get started.
Finally, be creative and bring your own ideas to the table! No one knows your customers better than you, so don’t be shy in making suggestions on how to get the word out to users.
So, there you have it. Now you’re ready for a successful mobile pay rollout!