In addition to communicating within the transportation system, Penney and his team work hard to ensure that their customers receive support. “One trend I’ve noticed in the parking industry is the desire to be more customer friendly,” Penney says, “… the desire to communicate with customers.” He and his staff use the tickets they issue to determine what techniques help their customers most effectively. In doing so, they make sure that their customers feel supported. “We get better every year.”
One of the ways that Penney implemented positive change was the decision to use NuPark. NuPark’s License Plate Recognition (LPR) technology catches most infractions and enables Penney’s staff to enforce policies more efficiently, which gives them time to create policies that help customers. “[LPR technology] puts us ahead of the curve,” Penney says, explaining that they operate their entire parking system of 11,000 spaces with a staff of only eight people. “Not many campuses can do that.”
Before NuPark, Baylor faced challenges while enforcing the basics of their parking operation. NuPark’s technology allows Penney’s team to focus on improving the minutia of their procedures, such as policing disability parking spaces. “We do what we’ve always done, but better, and on a larger scale,” Penney says. “We’re just expanding and improving the fringes, but our core is solid.” He is amazed by how much better they deal with the same situations now than in the past. “Things get quiet around here now,” he says. Penney’s team takes advantage of this break to implement techniques that ensure their customers receive the best possible support.
“Now, we’re very purposeful,” Penney says. “We aim to provide good access to campus with a friendly style.” By using his knowledge of human nature to determine how he can best help his customers, Penney uses the psychology of parking to everyone’s advantage.