In a short period of time, the self-storage rental experience went from looking up the place you passed on the way to work in the Yellow Pages to searching for “storage near me” on your mobile phone. For the newest generation of storage customers, the latter is all they know.
Most modern self-storage customers expect the same convenience and service they get when they order food delivery or book a vacation rental online. Customers expect a tech-enabled experience that includes things like easy online reservations and mobile payment options.
Balancing Technology Innovation and Customer Service
A recent Storable survey of tenant behavior found that 4 in 5 storage customers said technology was either somewhat important or very important.
But technology isn’t the only factor. The majority of storage renters–83 percent– told us that customer service was at least somewhat important. Nearly half of those rated customer service as very important.
Technology and customer service together are crucial components of creating the overall tenant experience. This may seem somewhat at odds, as one is typically machine-centric and the other people-centric. However, in the eyes of the typical customer, these two needs are not mutually exclusive, and often inseparable as they navigate through the tenant lifecycle.
So, how can operators enhance the customer experience by fulfilling these double expectations?
One valuable strategy is using data-driven personalization.
What is data-driven personalization?
Data-driven personalization is the process of tailoring interactions, communication, and services to individual customers based on data insights. By leveraging customer information such as rental history, preferences, and behavior, self-storage operators can create a more relevant and seamless experience for tenants. This level of personalization not only improves efficiency but also strengthens customer relationships and satisfaction. It also signals to them that your technology is smart, functional and reliable.
Applying Data-Driven Personalization in Self-Storage
One way operators can enhance the customer experience is by incorporating personalization into everyday interactions. For example, when a potential tenant calls to request a quote, instead of verbally providing the information, the manager can ask, “Can I text you the quote information so it’s handy?” With customer relationship management (CRM) software, this process becomes seamless. The system then automatically fills in the details, sending a text like:
“Hi Angela, here is the quote we talked about for your 5×5 unit for $100 a month, with a move-in date of 3/26. Here’s a [link] to Google Maps for directions to the facility.”
By automating these messages with personalized details—such as the customer’s name, unit size, price, and move-in date—operators ensure a more efficient and engaging experience while maintaining a unique touch.
Enhancing Customer Interactions
Once a lead is entered into the system, future interactions become more fluid. For instance, if Angela calls back, the system recognizes her number and presents her details to the manager before they answer. Instead of starting from scratch, the manager can greet her personally: “Hey, Angela! Are you still interested in that 5×5 unit?” This eliminates repetitive questioning, making the interaction feel natural and engaging.
Automated workflows can also be designed to adapt as the move-in date approaches. A few days before the scheduled move, Angela might receive a message like:
“Hey Angela, your move-in date is coming up! Let us know if you have any questions or if you’re ready to finalize your rental. Click [here] to complete your reservation online.”
Creating a Seamless Tenant Journey
Beyond move-in, data-driven personalization continues to enhance the tenant experience. Automated reminders for payment due dates, personalized promotions for long-term renters, and targeted messages about unit upgrades or additional services ensure ongoing engagement.
Another example of personalization at work is by using smart call routing. Now that Angela and her phone number is in your system, you can route her future calls to the best specialist on your team depending on her status. For example, if she has yet to make a reservation you could route her call to the best “closer” on your team. If she is delinquent, you could route her call to the best collections person. Not only does this help your staff be more efficient, but it also helps your tenant get their needs met with less effort thanks to technology.
Creating the Best Tenant Experience
Data-driven personalization bridges the gap between technology and customer service, creating a more intuitive and responsive experience for self-storage tenants. By utilizing customer data effectively, operators can offer personalized interactions that make tenants feel valued while streamlining operations. As expectations for convenience and efficiency continue to rise, implementing these strategies will be essential for enhancing the overall tenant experience and staying competitive in the market.
Are you ready to start using more data-driven personalization to power your tenant interactions? Learn more about Storable CRM and reach out to us to get started.
