• Nikki Ault

The Key Differentiator For Digital Signage Integrators

"Customer service is dead." "No one cares about the customer after the purchase." "Support is a nightmare."

Is this what your experience with customer service sounds like in any industry lately? It is this experience that is costing companies billions, yes I said BILLIONS, of dollars.

In fact, US companies are now losing $62 billion a year because of poor customer service, according to NewVoice Media. That is a huge impact on business and leaves an even bigger impact on the customer.

With that being said, what do you think would make your company a differentiator? Well according to Super Office statistics, by 2020 customer service will overtake price and product as a key differentiator.

This becomes evidently clear in the world of digital signage. With hundreds of hardware options, over 300 software options, and over 400 digital signage integrators it is easy (and also difficult and I will tell you why in a minute) to find one to help you get your message across.

Why Is The Choice Difficult?

What makes that choice difficult is the fact that there are so many to choose from. Companies who begin to look into digital signage as an option often get caught up in brands, product features, and pricing.

While all of these options need to be considered, it is the quality of the products, and even more so, the quality of customer service and support you are going to receive after purchasing the products that are going to be of the most value to you.

Let me give you some real life examples:

Let's say you purchase the top of the line hardware and software but are not offered any training on how to actually use it. So you spend hours and hours with multiple members of your own team trying to figure it out, or worse, hours on the phone with multiple vendors trying to sort it all out.


Let's say you look into digital signage on your own and you buy the cheapest option, but it doesn't deliver the message to your audience that you were hoping for.


Let's say you work with an integrator who provides you with a budgeted system, installs it, trains you and your team on how to use it, and then wipes their hands clean of you, moving on to their next system. When something goes wrong, you are forced to contact multiple representatives to fix it, because your integrator insists they have done "everything" they were paid to do.

Accenture found that 89% of customers get frustrated because they need to repeat their issues to multiple representatives.

These sound like horror stories, but without the proper customer service and support provided by an integrator and the vendors the integrator chooses to partner with, these are very real scenarios your company may deal with.

John Wang, founder of IAdea, said, "In an industry as complex as digital signage – often involving different parties, each responsible for player, display, software, content, ad sales, and installation – the quality of support service significantly helps reduce uncertainty, and puts projects on the path to success.”

What To Look For

The digital signage integrator has to possess the differentiator by offering service above and beyond a customers' expectations. Super Office says, 86% of buyers will pay more for a better customer experience. That sounds better than losing billions of dollars.

So what do I look for?

Competency. The integrator should know the ins and outs of the digital signage industry and be able to answer all of your questions. They should be well versed in the products they offer and have case studies and a proven track record of happy customers that validate their competency. Their vendor partnerships should speak highly of them and they should maintain a solid foundational relationship with those vendors.

You want to choose a trustworthy company that has the customer's best interest in mind. A needs assessment should be completed before anything else happens when you begin your digital signage journey. This is where you provide your budget, your wish list, your needs, your audience, your message, etc. to the integrator so that they can develop a customized solution for you. This places you and your message as the spotlight.

The Integrator should follow through with what they say. When a company actually cares about their customer it is proven by their actions. They should under promise and over deliver every single time. They complete assignments and tasks on time. They communicate effectively and address concerns or issues on the spot.

They problem solve without overselling. The integrator should evaluate and quote the customer based upon the needs assessment and initial discussions with the customer.

Digital signage solves a problem for a customer and focuses on YOUR message, it should never be about the integrator. Price should never be the driver, but the driver should be solving the problem. This doesn't mean they don't provide options to you, it just means that they have your best interest in mind (as mentioned above).

A digital signage solutions provider that possesses these traits, are the ones providing what we call a "white glove" service. Coffman Media is a leading digital signage solutions integrator that ensures a seamless, scalable integration with a maximum return on your investment.

Coffman Media provides customized options, tailored to your needs. With a comprehensive range of digital signage services, they are the only partner you will need before, during, and after your digital signage project. They also offer expert advice when you need assistance with on-going, multi-technology efforts or when your existing signage just isn’t meeting your needs.

Contact Coffman Media to see what better customer service looks like and to set up your free consultation to find the perfect solution for you.

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