In an industry where a single negative experience can drive 52% of customers to a competitor, the rapidly expanding self-storage sector demands an innovative approach to customer service. As an operator or investor, your success hinges on not just meeting but exceeding customer expectations in this dynamic market. This comprehensive guide delves into transformative strategies essential for mastering the self-storage customer experience and thriving in today’s self-storage landscape. Explore approaches that include leveraging AI, optimizing call centers, and implementing omnichannel methods.

Overview of Self-Storage Industry Changes

The self-storage industry has undergone significant changes in the past two years, driven by the COVID-19 pandemic and other economic factors. Here are a few key trends.

1. The pandemic led to a surge in demand for self-storage, as people downsized, moved, and decluttered their homes. However, occupancy rates slowly declined in 2023.^[2]

2. The vast majority of customers are homeowners. They rent about 75% of units overall.^[3]

3. Self-storage operators are increasingly adopting new developments in AI to improve efficiency and customer service, including chatbots and omnichannel marketing strategies.

4. The self-storage industry is becoming more consolidated, with large operators acquiring smaller facilities. This is leading to more standardized services and amenities across the industry.^[4]

In 2024, the self-storage market is softening. And, with AI advancing rapidly, it’s key to maintain a human approach when shaping the customer experience.

Meeting Customer Expectations

Customers’ expectations are rising. In 2024, consumers expect convenience, flexibility, and a seamless rental process. Tenants won’t flock to your storage facility simply because it’s there—they’ll select your facility above all other options because you provide an elevated customer experience.

Understanding the New Self-Storage Customer

To meet these heightened expectations, it’s essential to understand the evolving needs and behaviors of self-storage customers. Recent research^[1] indicates that a majority of customers:

• Expect their problems to be solved quickly
• Want immediate service
• They are more likely to choose one brand over another because of a better customer experience.

In the ever-changing landscape of post-COVID life, self-storage helps renters navigate pivotal life events. Residential customers often turn to storage during major life transitions like moving, marriage, downsizing, or divorce. They’re not looking just for space—they’re searching for stability. 

Additionally, business storage customers need flexible, secure options for managing inventory, equipment, or documents. With the stress that renters may be experiencing in life or work, it’s essential to make their renting experience seamless.

1. Anticipate Customer Needs

To anticipate your customer’s needs, you first need to understand the common stressors and life events that lead individuals to seek storage solutions. 

The top reasons that residential customers rent self-storage include:

• Renovations/Remodeling
• Staging a home for sale
• Decluttering
• Downsizing
• Moving

The top reasons that businesses rent self-storage include:

• Document and record storage
• Managing seasonal overflow
• Securing their inventory
• Freeing up office space
• Improving organization

By knowing the reason your customer is renting, you can proactively position your facility as a reliable solution during challenging times. Use this to tailor your marketing efforts and provide assistance when customers need it the most.

Use a Data-Driven Approach

A data-driven approach plays a pivotal role in anticipating customer needs. By analyzing customer profiles and behavior patterns, you can gain valuable insights into the preferences and requirements of their clientele. 

For example: Look at previous data during peak rental seasons and study the most common duration of renting. Use this analysis to look for fluctuations in demand, allocate resources efficiently, and proactively address customer inquiries. 

Gather Customer Data Insights from Your Call Center and AI ChatBots

Exploring data gathered from your call centers and chatbots can be immensely helpful in understanding customers’ needs. These tools provide real-time feedback and patterns in customer preferences and concerns. Analyzing this data helps us tailor our services for maximum satisfaction. 

Additionally, actively seeking and analyzing customer reviews offers direct, unfiltered feedback. Together, these strategies ensure our services meet and exceed customer expectations, keeping us ahead of the competition.

An Efficient Call Center Leads to Faster Sales and Consistent Professional Service

Cubix’s 24/7 Service ChatBot Delivers Real-Time Insights

Data gathered from our AI chatbot tells us that the primary reasons customers will reach out to customer support are to:

• Pay their bill
• Get their facilities’ gate code
• Ask about special amenities 

See the graph below for the full breakdown of support needs.

Ask for Customer Reviews and Feedback

With customer reviews, you can learn exactly what your customers think and feel about your service. To gather reviews, there are some straightforward and effective ways to ask for them.

Text

Text surveys are a quick and easy way for your customers to leave feedback. Most people read texts almost immediately, so it’s a great way to get a fast response. You can send a short message asking their thoughts on their storage experience.

Email

Email surveys allow your customers to give more detailed feedback. You can send a follow-up email after a customer has used your service, thanking them, and asking for a review.

QR Code Posters

An increasingly popular method to gather surveys is using posters with QR codes in your office. Place these posters where customers can easily see them, like near the exit or in the waiting area. All customers need to do is scan the QR code with their phone, and they’ll be taken straight to a page where they can leave a review. Customers can effortlessly leave a review by scanning the QR code with their phone, and directly accessing a dedicated page. This streamlined process contributes to enhancing the self-storage customer experience for prospective customers.

Check out this QR code poster from AAA Self-Storage.

2. Adopt an Omnichannel Approach

With the increasing reliance on digital platforms and technologies, self-storage operators need to embrace new tools that facilitate contact-free unit rentals. 67% of customers prefer self-service over speaking to a representative, so your online experience should be as cohesive as your in-person experience.^[5]

What are the easiest ways to improve self-storage customer service?

There are many ways to enhance the self-storage customer experience using an omnichannel approach. Here are a few to start with.

• Make sure that your website is user-friendly
• Utilize mobile-friendly online payment systems
• Have an AI chatbot in place for instant guidance
• Develop a responsive call center

Use one or all of these methods to develop a plan that best fits your business. Using these strategies, you can provide convenience for your customers and display a commitment to meeting modern customer expectations.

Streamline Your Digital Experience 

In 2024, customers expect the ability to reserve, access, and manage their storage units from their devices. You must invest in technology that enables secure, remote access and simplifies the rental process. 

Real-time availability checks, online payment options, and digital communication channels for inquiries and support are essential components of an effective omnichannel strategy. 

3. Create a Consistent Experience Across Channels

Whether a customer interacts with your facility online on a desktop, through cell phone, or in person, they should encounter a seamless and unified brand image. 

This consistency ensures that the quality of service and messaging remains unwavering, building customer trust and credibility. 

4. Build Human Connections

We live in an era dominated by digital interactions. Still—the value of personal, face-to-face engagement cannot be underestimated. In fact, according to Forbes, brands that provide more personalized experiences are favored by 80% of consumers.^[6]

Self-storage facility managers and staff play a pivotal role in creating meaningful connections with customers. Encourage your staff to engage genuinely, listen attentively, and empathize with customers’ needs to foster trust and rapport. 

Simple gestures, such as remembering a tenant’s name or asking about their storage requirements, go a long way in making customers feel valued and appreciated. 

5.  Empower Your Team

For your team to provide an outstanding customer experience, they need effective training. Equip your staff with the skills and knowledge needed to efficiently handle inquiries, offer valuable assistance, and resolve any issues promptly. 

These training programs should encompass the technical aspects of the self-storage operation and emphasize soft skills such as communication, empathy, and problem-solving. Well-trained staff will be confident in their roles and better equipped to create positive, memorable interactions that significantly contribute to customer satisfaction.

Positive Reinforcement

Recognition and rewards for staff who consistently enhance the customer experience are vital. Here are a few ways you can keep your team motivated.

• Acknowledge the effort of your employees when they deliver top-notch service.
• Implement recognition programs, such as “Employee of the Month” or performance bonuses tied to customer satisfaction metrics to inspire a sense of pride and accomplishment among your team. 
• Foster a work environment where staff members feel valued and appreciated. This will encourage them to go the extra mile in creating meaningful connections with customers. 

Companies that implement formal employee recognition programs are 12 times more likely to achieve favorable business outcomes, like increased profit and efficiency.^[7] Empowered and motivated teams can have a profound impact on elevating the self-storage customer experience, ultimately leading to higher occupancy rates and enhanced brand reputation.

The Bottom Line on the Self-Storage Customer Experience

The self-storage industry is constantly evolving, and the customer experience is more critical than ever. To boost occupancy rates in your facility, it’s essential to adapt to changing consumer behaviors and expectations. By anticipating customer needs, adopting an omnichannel approach, creating a consistent experience, building human connections, and empowering your team, you can elevate the self-storage customer experience.

Remember, the enduring significance of customer experience in the self-storage industry cannot be understated. As the industry continues to evolve, make it a priority to exceed customer expectations at every touchpoint. Click here to learn more about how industry leaders like Cubix Asset Management achieve exceptional customer experiences. They will inspire you to innovate and achieve excellence in every customer interaction.

References

^[1]Zendesk. “35 customer experience statistics to know for 2023.” 

^[2]Globest. “Self-Storage Faces Tougher Lending Environment As Demand Returns to Pre-Pandemic Levels.” 

^[3]Storage Cafe. “More Than A Third Of Americans Rent Self Storage, With Furniture The Most Stored Item.” 

^[4]Matthews. “The Art of Consolidation | What’s Driving Self-Storage Industry Mergers?”

^[5]Zendesk. “Self-service: do customers want to help themselves?” 

^[6]Forbes. “100 Customer Experience Stats For 2023.” 

^[7]Quantum Workplace. “The Importance of Employee Recognition: Statistics and Research.” Accessed November 12th, 2023.