There are many advantages as you know for businesses to implement digital signage systems such as increased visibility of their products, ease of keeping information current, as well as effective employee and customer messaging. With this said, digital signage systems can be a detriment if they are not deployed and maintained properly.
By now most enterprise type organizations seem to have implemented effective digital signage systems, whether it is a major hotel chain, a public transportation venue, a casino, or a banking branch, etc. The problem I have noticed though is with smaller businesses, often independently owned where screens are not designed properly, or do not have current information, or are just not on at all. For example, there has been a large increase of new self-service frozen yogurt eateries, at least in my part of the country, and many are using digital displays for menu boards. While visiting one last week I noticed a portrait display, with the company’s logo near the top, however the menu area below was blank.
To me this sends the wrong message and defeats the whole purpose of having the screens in the first place. Now, there could be several reasons for this. Maybe the staff does not know how to use the system, or maybe there is a problem that needs to be addressed with the hardware or software, or maybe they have a service provider that manages the screens for them (let’s hope not) that is not performing their duty up to task. In any case, the system failed.
The biggest service you can offer your client, hopefully leading to a continuing business relationship when providing a digital signage system is to be sure you choose a proven platform that has a strong track record in the field, provide sufficient training on the system to your client if they will be administering the system (and it goes without saying that you need to be very familiar with the system you are offering), and I suggest an occasional call to the customer to ask them how their system is working for them. This little gesture can go a long way in securing additional business and customer loyalty.