Utilizing Technology • Section 9 In 2014, more than 50,000 customer transactions were as-


sisted via the two-way video system at the kiosk. Additionally, a bilingual kiosk in marketplaces within a Spanish speaking com- munity immediately builds more diverse customer loyalty and ensures that facilities get their brand in front of the maximum numbers of consumers effectively.


The Call Center Strategy Already a proven strategy among the big boys in the U.S. mar- ketplace, the call center concept is noted as one of the greatest competitive advantages in all of self-storage. According to The REIT’S Self Storage Playbook: Winning the Storage Wars, industry authors at Chilton Capital Management re- port that the REITs have a huge advantage over independent owners due to their call centers.


The playbook states that their centralized


call centers provide far better consistent leads to over 98 percent of calls being answered (and 45 percent of sales calls being closed). In comparison, they say small operators tend to only be available for calls when the of- fice is open, and call quality is compromised throughout the day because a manager isn’t always available. The report claims that this leads to only 60 percent of calls into mom and pop shops are answered.


Kiosk Case


Studies


JFK Mini Storage, in Macon Georgia, saw an average increase in net oper- ating revenue of over $3,500 monthly since the kiosk made its debut. The ki- osk was originally installed to reduce labor and to allow the owners to spend more time away from the business.


Access Self Storage in Oakland, New Jersey, installed the kiosk in January of 2014 to help managers with payments and to add a layer of customer conve- nience that was missing. After averag- ing approximately eight new rentals monthly, the property completed 14 rentals through the kiosk alone in Feb- ruary of 2014.


2016 Self-Storage Almanac 107 The call center provides self-storage owners with a remote


level of services that range from answering all facility calls, roll- over facility calls that give managers the opportunity to answer first, and after-hour facility calls. Moreover, call centers can han- dle all incoming calls with 24/7 options. The strategy allows the manager to focus on operational duties, marketing, and face-to- face customer service.


Alternatively, call centers can be used to only accept phone


calls that would otherwise be missed and rolled over into voice mail. This ensures that every phone call to the self-storage property is answered professionally, whether it comes in when


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