The customer experience hinges on the perception of professionalism and expertise. Nothing is more important to customer service satisfaction than properly trained employees, regardless of the industry. It’s common for businesses to cut corners and rush employee training. But, insufficient training is a quick road to both employee and customer frustration. (more…)
Traditional property management can be costly and wasteful. A popular study estimated the cost of adding a tenant’s name to a traditional directory to be roughly $400.
Such a project would require about 2 technicians and can take up to 3 weeks. Furthermore, the listing does nothing for an elevated visitor and tenant experience.
That’s pretty unremarkable return on investment (ROI) for a traditional building directory.
Digital building directories, on the other hand, do wonders for long term cost savings and customer experience.
What is a Digital Building Directory?
For those new to the technology, a digital building directory comprises a large panel display (it can be touchscreen/interactive or non-touch) that is powered by a media player and content management software to show a list of tenants or office locations, a map of the building and other information like news, leasing contacts, weather and more.
At the core of great customer experience is proper communication and this is where a building directory signage excels. Regular and relevant communication with building tenants creates well-informed customers. It is important to realize, well informed customers are happy customers. Happy customers lead to high occupancy and retention.
Such qualitative benefits are the real ROI of a digital building directory.
Digital directories provide tenants and visitors with the information they need where and when they need it most. Property management companies and facilities managers who can’t appreciate that benefit are missing out.
1. Better Tenant and Visitor Experiences
A crisp, HD digital display provides more digital real estate, will stand out, draw more eyeballs and most important, provide more information than a steel plate.
Tenants can be listed using their company logos for brand reinforcement, post office hours, and even include information about scheduled or unscheduled closings.
The digital directory can also display weather, traffic, news, etc. alongside tenant information.
This adds value to the directory and can condition tenants to look at the displays at specific times.
For example, displaying traffic in the evening or during lunch hours will get tenants in the habit of looking at the directory to plan their journey home.
Managers can take advantage of this by simultaneously displaying content such as promotions and important announcements.
A digital building directory can also personalize experiences.
Managers can add a general welcome message that will impress and orient visitors. Tenants can also display specific welcome messages for clients or guests to company events.
Such personalization creates memorable and emotional experiences which are huge drivers for customer satisfaction and loyalty.
Interactive directories drive even deeper and more meaningful engagement.
The always-connected status of today’s customers and their ability to find information in seconds puts them in control of their own experience. Customers are forever yearning for this control and interactive directories give it to them.
Visitors can get a lot more information from interactive directories which will empower them to prepare for their visit. Such information includes wayfinding maps, floor plans, area amenities, transportation resources, enhanced landing pages for tenants, etc.
Building directory signage also adds visual appeal and modernizes the building.
Digital lobby directories lend to the overall perception of a technology-savvy organization, providing a unified high-tech appearance. They help create a modern ambiance that’s fresh and exciting.
A growing number of organizations are displaying their energy consumption numbers, water use, indoor environmental quality, etc., on building directories.
By doing so, property and facilities managers can align the brand with the concept of conservation, and tenants and guests will associate the organization with that lifestyle. This is a great opportunity to develop depth.
2. Long-term Cost Savings
The cost savings from a digital building directory are a product of improved operational efficiency.
Sharing energy consumption numbers with building occupants will lead to behavioral changes and energy savings. Utility consumption will reduce, which in turn reduces utility costs. Tenants will also be able to easily identify opportunities for greater efficiency even when systems are operating as intended.
Digital tenant directories allows property and facilities managers to be very nimble.
Updates can be made in real-time. For example, updates to the tenant list can be instantaneously from any internet-enabled computer. This requires very little effort since there is no need for expensive parts or specialized training like with traditional directories.
Managers can also generate revenue through advertising opportunities.
They can post leasing information to attract new tenants.
Tenants can advertise their services to other tenants and guests.
Local businesses can advertise their services/products to tenants and guests.
Major advertisers can advertise their services in buildings with high amounts of traffic.
A great example of this advertising potential is the purchase of Captivate Network by Gannett. Captivate is the leading provider of elevator news/media screens. Gannett, home of USA Today, is a leading media and marketing company. This partnership is a testimony to the business opportunity created by incorporating an advertising strategy into building signage.
3. Emergency Messaging Solution
Building directory signage can also be used as a highly visual emergency messaging solution in a crisis.
Digital directories as emergency messaging solutions address the visual component of mass notification by using graphics to increase comprehension, recollection, and retention of emergency communications.
Because of their strategic placement, they tend to be intrusive and reach recipients quickly, making them great for crowd control. Also, no sign-up is required.
To close, the value of a digital building directory cannot be emphasized enough, especially in this digital age where experiences, and not price, define value.
Digital signage today is less about the technology and more about the content that you can display on screens. After all, content is what your viewers will interact with, not the hardware or software. So, shouldn’t the apps or widgets you use be simple and easy to use? The whole point is have efficient digital signage that is cost and time efficient. Let’s look at some digital signage apps and widgets you can use in your digital displays.
Digital signage widgets enable users to create and show a large variety of content. With widgets, users can share dynamic content such as emergency alerts, social media, HTML5 scripts, Google Docs, event listings, and performance reports in offices and manufacturing plants.
The 5 digital signage widgets featured below are ideal for employee communication. They allow internal communicators to share relevant information with employees while keeping costs, time, and manpower low.
The Workplace Posters widget has an extensive library of HR, OSHA, warning, motivational, and general information posters for displays.
The widget automates the delivery of these posters to digital signage screens. In fact, it makes sure they are supplied with a steady stream of fresh content.
The widget also saves resources for communications and HR departments. Generating fresh content for digital signage consistently is tough. A lot of time and effort goes into “producing” and updating each message on the display.
With the Workplace Posters widget, there is no need to produce or create the posters since they’re already preloaded. All users need to do is select a poster and with a few clicks, it’ll be displayed on the digital screen.
This kind of content automation saves companies time, money and manpower while enabling them to communicate with their employees more effectively.
Americans are spending more time at work than ever before which means businesses need to be creative in how they’re engaging and motivating their employees.
Motivational quotes will do the trick but in order for them to be noticed and resonate, the delivery needs to WOW. The Quotes widget for digital signage enables businesses to display a large variety of animated quotes on large HD display screens: the visual presentation will catch the attention of employees and the quote will inspire them.
The quotes, which are ideal for both employee communications and customer-facing display networks, address a wide range of topics including self-improvement and leadership. Businesses can also create their own custom quotes.
Prezi is an online presentation tool that’s a great alternative to PowerPoint. Think of it as the un-PowerPoint, the hip newcomer with a new look, a new paradigm.
Prezi gives people the tools to create and publish lively, fun and engaging presentations that will inspire audiences to act. It allows for creative visualization where presentations can include animated graphics, and moving text and imagery presented in a nonlinear way.
With the Prezi widget for digital signage, businesses can display presentations about their brand, promotion/offer, event, etc. on their digital screens.
A corporate office can create a Prezi presentation about their executive leaders and display it in the lobby.
A Prezi of trivia or Q&A can distract guests and reduce perceived wait times as they wait to see a doctor, to get their car serviced, etc.
Any changes you make to your presentation Prezi will automatically carry to the presentation on the digital signage screen.
An American Psychological Association paper said offices devoid of pictures, souvenirs or any other similar distractions are the most toxic spaces you can put a human into.
The authors of the paper also observed that employees were 15% more productive when workplaces have photos and houseplants. Employees who actively engage with their surroundings are better workers.
Photos of beautiful scenery allow the eyes to adjust and re-focus, which reduces fatigue and headaches and relaxes employees.
Pictures of broad horizons or far off places encourage a feeling of freedom versus confinement-important for workers.
In fact, you can use stock photos as digital wallpaper or screensaver. Vibrant and crisp moving images will create an easy, relaxing vibe and bring a space to life.
The images also prevent burnout by providing a break from the constant stream of information hitting employees.
The Emergency Alerts widget for digital signage turns large digital signage displays into highly visual emergency messaging tools. It taps into the human attraction to visual content. In fact, it uses graphics to increase comprehension, recollection, and retention of emergency communications.
The user will receive widget-generated CAP alerts from local and national sources. It is also able to generate custom alerts by user, e.g., school closing, gas leak, fire, active shooter, etc.
Users can create a library of templates with emergency communications, then store the templates in the CMS. Then activate the templates when an emergency occurs. This feature makes the widget ideal for both emergency preparedness and emergency messaging.
An alarming number of restaurants are installing digital menu boards without truly understanding how to unlock their benefits. They need to understand why digital menu boards are more effective than traditional signage. (more…)
Digital signage in manufacturing is an instrumental resource for any modern plant. It fills in communication gaps that are inherent in phones, emails, two-way radios, and PA systems. (more…)