THE CLIENT:
The client is a multi-national conglomerate of pension companies who moved into the transportations space several years ago with the purchase of an existing toll road. As technology in the transportation space advances, the client found themselves the owners of two mobile and web applications. The first handles regular operations of purchasing a tolling transponder and paying tolls online and the second is a loyalty app designed to reward users for increased travel. Both collect a wide variety of data used to make strong business decisions and increase customer service and profits.
THE BUSINESS NEED:
When the COVID-19 pandemic hit the world, communication with customers became even more essential than in any previous year. Customers depended on mobile and web applications to provide real time data informing them of changes in operations to keep users safe and business moving forwards.
The tolling transportation industry changed as offices were closed and large numbers of daily travelers were under stay at home orders across the country. Toll booths previously operated by human toll takers collecting cash tolls were forced to close while many essential workers still needed to travel to work but did not have credit cards that would allow them to pay through online means.
Additionally, the over the road trucking industry increased in demand requiring more trucks to travel the toll roads. However, road construction workers did not meet the essential worker standards and were at home just as the post-winter pothole season was in full swing. Together, these business realities resulted in a need for better virtual communication with customers.
WHAT GENECA DID:
In order to help the client send information to their customers with real-time messaging updates for everything from lanes closed due to construction needs to options for paying cashless tolls, Geneca helped the client add a new messaging section to their existing application dashboard. The messaging also allowed for an email option that users still traveling could opt into while those staying at home could skip until they needed to get back on the road.
The client also wanted a quick and easy way to receive feedback from users during these changing times that would also have strong value after the pandemic’s conclusion. Geneca worked with stakeholders to create a survey option that could send surveys from a quick and simple question to a more complex formal multi-page survey. By using the existing application and just adding updates, the messaging and surveying tools were added in a couple of weeks for a small spend.
THE RESULTS:
The new components provided an opportunity for the client to listen to the needs of their customers. When the client began designing the messaging portion of the application, the pandemic news suggested it would last only a few months. However, as the pandemic continued into the fall, the client was able to use the survey tool to gather information from clients on a variety of topics. Using the responses provided by customers regarding their opinions about cash vs cashless tolls, the client can make appropriate staffing decisions and design additional cashless options for payment.
The responses to questions collected from customers combined with changes in travel data provide the information needed for data-driven decisions regarding ever-changing travel habits. As the seasons shift and the government recommendations and requirements change to reflect sometimes daily adjustments, the client can easily update users about their business operations. When the pandemic ends, the client will be able to continue use of these functionality updates far into the future. It is always a good idea to spend technology dollars to help improve communications with your customers.
ABOUT GENECA
Geneca is a custom software consulting company with 20+ years of experience using advanced strategies to help clients stay ahead of their competition. At Geneca, we know that software isn’t one size fits all. We explore your unique needs and identify the right solution to accomplish your goals. We create lasting, solid partnerships with our clients and work together to design revolutionary products that engage users, transform industries, and evolve with your business