The tension between new technology and the people expected to use it is nothing new. In the early 19th century, the Luddites smashed textile machinery not because they hated progress, but because the rapid shift toward automation threatened their traditional livelihoods. That same push-and-pull still plays out today, just with sleeker hardware and less smashing.
Customers grow frustrated when forced through rigid automated phone trees, workers worry about AI replacing parts of their jobs, and entire industries grapple with how much digitization is too much. At the same time, many Gen Z consumers are embracing retro technologies like vinyl records, Polaroid cameras, wired headphones, and even flip phones as a way to reclaim a sense of presence and control in their digital routines.
This analog revival reflects a growing desire to slow down and reconnect with experiences that feel grounded and human across all demographics. Perhaps that’s one reason why more than 77% of self-storage operators say they plan to differentiate themselves in 2026 by focusing on superior customer service. But operators aren’t abandoning tech, far from it. More than 23% of operators also said they plan to differentiate from the competition using technology and digital experiences in 2026.
Striking the Right Balance Between Technology and Human-Powered Customer Service
The focus on customer service highlights the need for operators to find the right balance between providing a human touch and deploying automation technology. About 54% of operators say they plan to keep the current balance they have going into next year, while 30% of operators are looking to increase the level of automation they use. The remaining operators say they are looking to increase the level of human interaction in their business.
Most operators seem content with their current balance between automation and personal service, though a notable segment is leaning further into automation to offset cost pressures and free staff for high-value interactions. Those looking to increase the level of automation may have tried a tech-only approach and found it lacking without a human component. Ultimately today’s renters are also divided between those who favor more digital conveniences and those who only want to interact with businesses in person. Leaning too far in either direction, risks alienating segments of your addressable market.
“Some operators built advantages through years of operational expertise and customer relationships. Others built advantages through digital-native approaches and technology efficiency,” Gordon noted. “The winners in 2026 will be those who combine both.”
Using Technology and Human-Centered Service Together
So how can operators bring these two approaches together to reach more tenants? Here are some of the most effective ways to combine the latest tech innovations with tried-and-true customer service approaches.
AI-Powered Chatbots as the First Line of Support
Many operators now use AI-driven chatbots to handle simple, repetitive inquiries including questions about hours, pricing, gate codes, or unit availability. This gives customers quick answers at any hour while reducing the number of calls to the store. The key advantage is that these systems can direct users to human support when needed. Plus, those frontline staff can spend more time helping customers that need personal assistance with chatbots capable of handling customers with less complex needs.
Automated Follow-Up Messages That Extend Human Service
Technology can help extend the impact of in-person interactions. After a customer visits the office or completes a rental, automated emails or text messages can confirm next steps, share move-in instructions, or provide FAQs. Rather than feeling cold or robotic, these touchpoints reinforce the operator’s reliability and attention to detail while giving customers information they might otherwise forget to ask. Customers can reply back to ask questions or obtain more information, and your team can continue the conversation with personalized responses. By automating the initial text message, you can ensure no tenant is overlooked and that you start every interaction in a consistent manner.
Limited In-Person Hours Paired With 24/7 Tech-Enabled Rentals
To balance rising labor costs with customer expectations for convenience, many operators are shifting to a hybrid model: on-site staff during core business hours or weekends, supported by 24/7 self-service rentals through kiosks, digital agreements, and smart locks. Customers who want face-to-face help can get it, while those who prefer (or need) to move in after hours aren’t forced to wait. This model showcases how automation can expand service rather than replace it.
Download Storable’s 2026 Self-Storage Industry Outlook For More
Technology has created an even playing field for operators of all sizes. Now the challenge ahead is keeping up with the continuously shifting demographic changes and consumer preferences of our era. With the right mix of automation and well-trained professionals, your customer service will be flexible and adaptive to the market. You’ll be primed to capture more customers in your market area regardless of their technology preferences. For more insights on how operators are thinking about technology and what they have planned for the upcoming year, download a free copy of our newly released 2026 Self-Storage Industry Outlook.
