Redefining the Customer Experience with RFID

March 8, 2013 Peter Horton

Redefining the Customer Experience with RFID

As a marketer, I’ve always been intrigued by the concepts of the “customer” and “brand” experience, and the relative impact they play in the process of influencing people’s perceptions and ultimately behavior. Whether we’re always aware of it or not, the rapid evolution and mass adoption of technology in the past decade has changed the way we interact with the brands that shape our lives.

With UHF Gen 2 RFID, we now have the ability to take those interactions to the next level and truly redefine the customer experience, giving business owners the ability to build preference and loyalty in ways previously not possible.

RFID Transforms Experience at the Carwash

RFID has transformed one of my own personal “everyday” experiences. Just a little over a year ago, one of the carwashes I would sometimes visit launched a monthly-unlimited wash package for its frequent washers. Since I’m a frequent car washer my interest was piqued. And I was pleasantly surprised to find out the system was powered by RFID. It’s actually quite simple. They offer three different wash packages and whichever one you select gets programmed into an RFID label that you stick on the inside of your windshield. When you drive up to a payment kiosk an overhead reader portal immediately identifies you, opens the gate, and thanks you for being a loyal customer.

What I enjoy most about this system is that I no longer have to deal with the credit card swipe machine, which of course never seemed to work on the first swipe anyway. In fact I don’t even need to roll down my window and wave something in front of the kiosk, it just simply recognizes who I am and the level of service I’m supposed to receive. And now I’m a completely loyal customer of this particular carwash. A win for both me and the carwash owner.

Did you know that the conveyorized automated car was actually first introduced in the 1930’s, revolutionizing the carwash industry as we know it today. I find it simply amazing how RFID can bring new life to an 80-year-old invention.

Do you have any stories of your own where RFID has enhanced a typical customer experience for you?

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