Toll-related marketing and communication is not exactly going to earn your toll agency the same recognition or adoration as marketing for commercial brands like Amazon or GEICO – nor do toll agencies typically allocate that kind of money towards marketing and communication activities.
However, marketing new road openings, communicating the advantages of opening a transponder account, or providing timely information about an incident is no less important, especially to your toll-paying customers.
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It seems every day we are introduced to a new technological marvel. From the multitudes of mobile applications arriving daily on the market place, to vehicle-to-infrastructure communication technology that will change transportation in inner-cities, technology is evolving at such a fast pace that, while exciting, it has become difficult to keep up. Individuals and industries alike are struggling to understand how the “latest and the greatest” technologies will simplify our lives and how to implement those technologies cost effectively to improve the user experience.
The tolling industry is certainly no different and arguably has the most to gain – or lose – from some of these advancements. While the macro-effect on the tolling industry from some of the newer technologies (e.g. connected and autonomous vehicles) will not be fully understood for quite some time, there are other advancements currently being implemented that will have a more immediate effect.
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As tolling and toll facilities become a more popular transportation infrastructure improvement choice for state agencies and an investment opportunity for private entities, there are more options for customer interaction than ever before. Differing business rules, tolling systems, tolling facilities, hours of operation, pricing models, back office payment options, and numerous system account types have resulted in the creation of a diverse number of choices agencies are offering to attract and retain customers.Continue Reading →