Ask the Board – November 13, 2017 | DOUG ANDERSON

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What are some of the metrics of success for a non-ad-based digital signage deployment?”


In cases where advertising income, either direct or indirect, is not the objective of a digital signage deployment, other metrics must be examined to determine if the deployment is successfully meeting its objectives.

For example, is there an increase in the company’s core business? Has customer loyalty and or satisfaction improved? Has the digital signage deployment reduced costs in any way?  Other examples: Has the dissemination of information via digital signage provided self-help options thus reducing the need for more expensive personalized service or perhaps helped speed up a business process due to better informed customers?

Simply providing news or entertainment might help customers in a waiting or queued situation feel less anxious thereby improving the customer experience. Will customers feel safer if signage is used for directing them in an emergency? In the end, while improved customer satisfaction levels are sometimes subjective and difficult to quantify, especially with any degree of immediacy, they almost always contribute in positive ways to a company’s bottom line in the long run. With a little creativity, digital signage, even without an associated ad campaign, can assist in many ways to improve the customer experience and strengthen the company brand.

About Author

Senior Director – Information Technology
LA Metro Transit

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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