A process for keeping parking positive

Providing a negative parking experience will result in lower car park usage and impact town centre performance, writes Richard Ofield

Seemingly overzealous parking terms and conditions have yet again hit the national headlines, with a motorist highlighting her battle with a national car park operator. The motorist had received several parking charging notices from said parking operator due to her failure to pay for her parking within the stipulated 5 minutes from entering the car park.

Failure to pay within the prescribed time period was claimed to be a result of the car park’s pay machines being ‘out of order’ and then having to leave the car park to obtain sufficient mobile signal strength to make the payment using the operator’s mobile payment application, which resulted in a late payment and consequently a penalty charge notice being issued. This situation was further compounded as the motorist experienced similar payment issues over several days in using the car park, resulting in several parking charge notices being issued simultaneously (due to the operators' processing and posting systems).

Not wishing to get drawn into the specifics of this incident, the story does serve a good purpose in highlighting several factors that providers of town centre parking provisions should be taking into account, through the provision of their parking services and periodic reviews of these services.

As part of the People, Places and Parking Process review approach, we are keen to promote the benefits of providing a positive customer and motorist experience, which ultimately will benefit the town centre, businesses and individuals that the parking provisions serve.

1. Motorists are customers, and like any other business, they should be treated fairly and reasonably, especially if you wish to retain their custom. The motoring public often has other alternate means to replace their town centre visit, be it an out-of-town retail park, online shopping, a supermarket or drive-thru coffee visit, etc, all of which provide less or no parking friction, so any negative parking experiences will inevitably push motorist away.

2. Parking Terms & Conditions should be reasonable and clearly communicated to motorists, with adequate routes for appeal. There are often circumstances out of a motorist’s control which can result in the motorist knowingly or unknowingly breaching T&Cs. Before issuing a penalty and compounding the motorist’s situation consideration and grace should be applied wherever possible.

3. Technology. Although in many ways technology has improved and continues to largely improve the parking experience it can and does fail. When failures do occur then back up measures should be easily implementable and clear to the motorist to ensure where possible the motorist does not get penalised for technology failings. Equipment and technology should be regularly checked, maintained and monitored to ensure operational effectiveness and where regular problems are occurring alternative solutions implemented.

Our review process assesses the customer journey and scores it to set benchmarks for improvements where applicable. Parking T&Cs and enforcement procedures are reviewed, and opportunities to develop these are raised. The use of technology and opportunities to improve the parking experience and management are highlighted and recommended.

Failure to adequately provide a positive parking experience and effective customer service will in the long term not only result in lower car park usage and revenues but will further negatively impact the business and organisations of the parking provisions service.

Richard Ofield is director of Park Consult

Richard works with Chris Wade of People & Places, who will be speaking at the NORTH EAST PARKING SHOW 2025 in Newcastle on 5 March.

Are your parking provisions providing a Positive Parking Experience?

If you are considering a review of parking operations in 2025 and wish to learn more about the People, Places & Parking Process evidence-based approach to reviewing parking operations, then please get in touch. Contact us via LinkedIn