Self Storage Lab swivl

Welcome to the Self Storage Lab — where we deconstruct how operators are adapting to today’s technology-driven landscape and how it might impact your business.

In episode 22 of the Self Storage Lab, the team sheds light on how self-storage operators are adapting to the latest in tech. From the latest in kiosk technology to advanced unattended systems, they dive into insights on how operators can make their implementation in manned and unmanned setups work.

Getting nerdy with us today is Beau Agnello, Chief Operating Officer at Go Store It. Beau brings a rich background from his roles at National Storage and Extra Space Storage, where he contributed to product innovation and managed a significant portfolio. Beau emphasizes the importance of enhancing customer experience through technology and shares the data-driven approach Go Store It employs to remain competitive. The conversation also explores the evolution of staff roles, remote management strategies, and lessons learned in integrating new technologies for a consistently excellent customer journey.



Mentioned in this episode

00:23 - Meet Beau Agnello

01:10 - Exploring Remote Management Technology

02:28 - The Evolution of Self-Service Kiosks

04:40 - Customer Journey: Attended vs. Unattended

05:09 - Reframing the Purpose of Kiosks

06:46 - Enhancing Customer Experience with Technology

12:59 - Virtual Management and Security

19:21 - Specializing Roles for Efficiency

22:06 - Data-Driven Insights and Customer Behavior

32:44 - Impact on Business Metrics and Valuation

36:36 - Balancing Cost and Customer Experience

38:25 - Implementing Kiosk Technology: Lessons Learned

39:57 - Understanding Customer Behavior

43:31 - Key Features for Kiosk Solutions

45:19 - Educating Your Team and Customers

49:35 - Exploring Other Technologies

51:28 - Innovations in Other Industries

59:05 - Final Thoughts and Future Directions

Welcome to the Self Storage Lab — where we deconstruct how operators are adapting to today’s technology-driven landscape and how it might impact your business.



In episode 21 of the Self Storage Lab, we’re diving back into the world of AI with all of the recent buzz over the last week. We review key announcements from the Google I.O. conference, including AI overviews in search, and OpenAI's new product developments. The discussion covers how these advancements might affect search behaviors, content strategies, and digital marketing, especially for businesses dependent on web traffic.



The conversation extends to issues of accuracy and potential disruptions in organic search rankings, exploring the broader impact on operations, security, and customer interactions within the self-storage sector.



Mentioned in this episode:




00:34 Google's AI Overview: A Game Changer?
01:48 Impact on Content Strategies and SEO
02:26 User Experience and Competitor Analysis
04:59 Google's Experimentation and Future Directions
08:01 Monetization Challenges and Global Search Trends
11:10 Adapting Content for AI-Driven Search
20:32 The Role of Thought Leadership and Social Media
27:55 Brand Equity in Self Storage
28:35 Newsletter Announcement
29:01 AI Hallucinations and Accuracy
30:54 The Future of Search and AI
35:12 AI Hardware Innovations
36:43 Wearable AI Devices
40:41 AI in Photography and Self Storage
49:41 AI Agents and Security Systems
52:43 Rapid Fire AI News

Welcome to the Self Storage Lab — where we deconstruct how operators are adapting to today’s technology-driven landscape and how it might impact your business.



This episode explores the critical transition from manual to automated access and security systems in the self-storage industry. It highlights the drive for automation prompted by competitive market dynamics and evolving consumer expectations, particularly from younger, tech-savvy customers.



Guests Eric Gardner, Director of Marketing at Five Star Storage, and Lynn Sykes, Sr. Vice President of Operations at Storage Asset Management, discuss the benefits of sophisticated access and lock systems, including enhanced customer convenience and security, and the operational efficiencies these technologies offer. They delve into the importance of selecting compatible service partners, the impact of these systems on customer service and the staff experience, and the financial considerations of adopting new access control technologies.



The conversation also touches on the need for thorough training and the integration of new technologies with existing systems to ensure seamless operations and enhanced customer satisfaction.



Episode Guide

01:14 Introduction and Personal Journeys

04:17 Exploring Access Control: Definitions, Changes, and Customer Expectations

05:36 Exploring Access Control Systems: From Manual Gates to State-of-the-Art Technology

08:17 The Impact on the Customer and Staff Experience

14:13 The Data-Driven Approach: Leveraging Insights for Strategic Decisions

17:49 The Impact of COVID-19 on Access Patterns and Technology Adoption

20:28 Remote Management and the Role of Technology in Customer Satisfaction

22:49 Technology Adoption and Measuring ROI

26:28 Budgeting for Technology Upgrades in Self Storage Facilities

32:33 Exploring Customer Reviews and Shopping Habits

33:20 The Importance of Customer Service and Service Partners

35:50 Managing Remote and Hub-and-Spoke Locations

38:39 Adopting AI and Security Technologies

44:06 Innovative Access Control and Security Measures

47:22 Marketing Strategies and Customer Communication

53:36 Preparing for Technology Transitions and Upgrades

57:58 Enhancing the Customer Experience

Today’s episode will be the final episode on our special series covering our report on the State of Technology in Self Storage. We discuss our main takeaways from analyzing over 2 million customer conversations used to optimize day to day operations, and cover topics including patterns in customer inquiries, most frequently asked about unit size and amenities, and much more.

If you haven’t already, go download the second edition of our industry report directly on our website We cover a ton of data points focused on how operators should think about putting The Modern Customer at the center of their universe.



Mentioned in this episode



Understanding Customer Inquiries: Service vs. Sales

Our analysis revealed distinct patterns in customer interactions, primarily divided into service-related and sales-related conversations.


Service dominates: Approximately 70% of inquiries are service-related, highlighting the need for efficient account management and payment systems.
Sales opportunities: The remaining conversations focus on unit availability and amenities, signaling strong sales leads.



Operational Efficiencies Through Automation

Automated systems are proving to be a game-changer in managing routine tasks, significantly reducing the operational burden on staff.


Automating routine tasks: Solutions like bill payments and account updates through automation help streamline operations.
Enhanced customer service: Automation not only saves time but also ensures consistent, high-quality customer interactions.



Trends in Customer Behavior

Our analysis unearthed interesting trends regarding customer preferences and behaviors, which can inform targeted marketing and service offerings.


Short-term storage needs: A noticeable shift towards shorter rental periods, with many customers inquiring about monthly or even weekly rentals.
After-hours inquiries: A significant volume of messages arrive outside traditional business hours, suggesting the importance of 24/7 customer service options.



The Rise of Digital Communication

Digital channels are becoming the preferred method for customer interactions, offering opportunities for real-time engagement and support.


Preferred communication channels: Customers are increasingly choosing text messages, web chat, and other digital platforms over phone calls.
Channel effectiveness: Analyzing which digital channels lead to higher conversion rates or more efficient resolution of service issues.



Seasonal Variations and Customer Needs

Our data also highlighted seasonal patterns in customer inquiries, which can help operators anticipate fluctuations and adjust their strategies accordingly.


Seasonality in self-storage: Insights into how customer needs vary by season, informing inventory management and promotional activities.
After-hours engagement: A significant volume of conversations occurs outside of traditional business hours, suggesting the need for around-the-clock support options.



Looking Ahead: Personalization and Precision

The future of self-storage lies in leveraging data to offer personalized experiences and optimize operations based on precise customer insights.


Granular data analysis: The potential to break down data by location or specific customer segments for targeted improvements.
Innovative communication strategies: Exploring new channels and technologies to enhance customer engagement and satisfaction.



As the self-storage industry continues to navigate a technology-driven landscape, understanding and adapting to customer needs through data analysis will be key to staying competitive and delivering exceptional service. Our findings underscore the critical role of automation, digital communication, and personalization in shaping the future of self-storage operations.

Hoping to stand out in this competitive landscape and focus inwardly on improving operational efficiency, operators are looking to the integration of innovative technology and the inclusion of customer-centric amenities within their facilities.

Today’s episode will be part 2 of 3, where we'll touch on the state of technology being utilized today throughout the industry. We start by breaking down the different tools available to operators, big and small, to help run their day-to day, plus how automaton can make you a better operator.

Mentioned in this episode:

Intro to Technology

We asked ourselves the following questions.


What issues were operators trying to solve this year? / What was top of mind this year?
What to look forward in the coming year?


Online Presence Breakdown

The rise of digital marketing has created different touch-points for customers to engage with your brand. Prospects are now further down the marketing funnel when they eventually talk to your store team. They will have already visited your website, read some reviews, and perhaps browsed through your rates. You have to ensure you can service prospects and tenants wherever they are.  



Back of Office Breakdown

The back of office tech stack is the core of running and operating your self storage operations. These tools help an operator easily manage, monitor, and run their stores and their teams. These directly impact operations, revenue, and tenant management and support measures.



Facility Operations Breakdown

Over the last year there’s been a big push on this front. We’ve seen a lot of good stuff at trade shows related to state of the art hardware and software tools. These tools are helping operators streamline facility operations by helping to reduce operating costs and drive a renewed focus on their IN-STORE customer experience.



If you haven’t already, go download the second edition of our industry report “The State of Technology in Self Storage”. We cover a ton of data points focused on how operators should think about putting The Modern Customer at the center of their universe.



We also unpack over 2 million conversations with customers in the past year. We think you’ll really like it.



Stay tuned for Part III where we explore the entirety of swivl’s conversational data trends and how AI is impacting Self Storage today.

Consumer behavior has changed and operators need to rapidly adopt technology to stay current in today's economic landscape. Just last week, we put the final touches to our newest edition of the State of Technology in Self Storage. Building off of two years of data and a mass surge towards AI-driven experiences, the report highlights unique insights to showcase how new technologies are affecting the industry.



This special series will be divided into three episodes, going over the main sections of the report:


The Trends our data showed us about the average self storage operator and customer
The key business areas that will be impacted by AI and new technologies.
And, the main takeaways from over 2 million customer conversations used to optimize business operations.

Today’s episode will be part 1 of 3, where we will explore the trends we uncovered from our data and, how operators are adapting to what we call, the Modern Customer.



Mentioned in this episode:



A Year in Review


Recognition of the challenging past 12 months affecting various industries
Tight budgets and cautious spending in response to economic challenges
Changing consumer behavior and the need for rapid adoption of technology



Trend 1: Efficiency Matters


Learn how operators are reassessing their operational stack, optimizing teams, tools, and data to enhance the customer journey's
Addressing organizational bloat and improving overall journey for customers
Emphasis on intelligent automation and resource optimization



Trend 2: Conversations as Meaningful Experiences


Prioritizing customer experience for immediate engagement
The significance of two-way conversations, cross-channel interactions, and deeper customer insights
Empowering customers and creating personal connections



Trend 3: Augmented Intelligence


How are operators leveraging augmented intelligence today
Moving toward a data-driven culture and utilizing machine-generated insights
The focus on workforce evolution and the benefits of an augmented approach



Trend 4: Breaking Silos


Importance of breaking organizational, data, and mentality silos
Embracing team sharing and access to diverse data sources
Overcoming challenges of fragmented customer experiences and duplicated efforts



Common Thread: The Modern Customer


Placing the customer at the center of business decisions
Catering to the expectations of the modern customer
Addressing generational demand and preferences
The significance of seamless and convenient access to physical facilities



Stay tuned for Part II where we explore the technology and customer-centric amenities that operators are investing in to stay competitive.