The tolling industry is entering an exciting chapter. New technologies like AI promise greater efficiency and unbridled possibilities. Digital channels make it easier than ever for agencies to connect with drivers. And payment options are only getting more convenient.
But the industry also faces significant challenges: The rise of consumer scams targeting drivers and the overwhelming volume of data that remains to be organized hang heavy over this buoying sense of progress.
To unpack the ins and outs of the latest tolling trends, CSG’s Pat Wicketts joined the Toll Talk Podcast for an engaging guest interview, “AI, Efficiency & Creating Seamless Customer Experiences in the Tolling and Transportation Industry,” with featured experts:
- Pat Wicketts, Director of Communications Design and Delivery, CSG
- Alexander Fakeri, Chief Executive Officer, MOJO Web Solutions
- Kalie Jakovics, Director of Business Development, MOJO Web Solutions
In this blog post, find top takeaways from the conversation and learn how tolling agencies can overcome the biggest industry challenges by putting the customer experience first.
Challenge #1: Guarding against SMS scams
Problem: Surging “unpaid toll” SMS scams
Agencies aren’t the only ones texting drivers about tolls these days. Scammers are launching sophisticated “smishing” (SMS phishing) attacks nationwide, urging drivers to avoid late fees on unpaid toll balances by clicking on a malicious link.
“For whatever reason, they’re targeting our industry, which is scary,” said CSG’s Pat Wicketts. With over 2,000 criminal complaints filed by at least three states, the threat is serious. SMS has a higher open rate than email, which puts recipients at a higher risk of falling victim to these attacks. The toll text scam has gotten so widespread that the Federal Trade Commission issued a consumer alert warning the public to exercise caution when receiving texts about tolling charges.
Solution: Verify SMS senders with contact cards
Pat recommends a simple but effective method to protect customers from scammers posing as tolling agencies: Verified senders through RCS Messaging.
Using RCS Messaging, to register and verify senders will help reduce fraud. RCS Messages helps safeguard against SMS fraud by allowing recipients to save and verify the legitimate agency’s contact information, making it less likely that they’ll fall prey to smishing attacks. This method has the added benefit of personalizing communications, giving customers a sense of security when receiving messages related to toll charges and improving the overall customer experience (CX).
Challenge #2: How to leverage data for better CX
Problem: Endless information, little application
Global data storage is projected to top 200 zettabytes in 2025, and the tolling industry contributes plenty to the astronomical sum. An estimated 205 million vehicles travel the New Jersey Turnpike each year. Another 39 million cross the Golden Gate Bridge in California. Factor in the toll roads that fall between the two coasts, and it’s plain to see that agencies have limitless driver data to analyze.
While the information they collect presents a wealth of opportunities for process improvements—leading to greater revenue collection—it also poses a challenge: How can tolling agencies use all that data to improve CX?
Solution: Analyze key touchpoints with AI
There’s an overwhelming volume of information for tolling agencies to harness. They can start by analyzing the data that reflects customers’ touchpoints—for instance, on the website, advised Alexander Fakeri of MOJO Web Solutions. “How are we going to use AI to dynamically change the website experience based upon the user’s behavior?” he challenged.
Applying AI to pull insights from website visitors’ source, scrolling speed and page views is a practical way for tolling agencies to make sense of the abundance of data available to them. Examining user behavior sets the stage for a stronger understanding of customers and, ultimately, better CX.
Challenge #3: Building trust with postpaid drivers
Problem: Non-account holders need an easy way to make payments
There’s a disconnect between agencies and postpaid drivers that too often leads to avoidable toll violations and uncollected revenue. Unreadable license plates, wrong billing information and confusing statements all add up to major losses. U.S. toll authorities lose out on at least $2.24 billion annually due to breakdowns in the collection process, and a sub-par customer experience.
Adding fuel to the fire, it’s difficult for agencies to build trust with drivers that don’t have a one-to-one relationship with them, making it even harder to stop revenue leakage.
Solution: Set expectations with proactive communication
Tolling agencies can bridge the gap with non-account holders by using AI to create a customer experience that applies to any driver on the road.
One potential application of the technology: Send personalized notifications to car systems ahead of tolls. Proactively informing drivers—by name—of the rate they will be charged and instantly confirming payment upon receipt could help agencies manage expectations and build customer trust.
“If I’m driving on a roadway, I want that agency to know I’m approaching the toll,” said Pat. “I want them to know me.”
What’s Next for Tolling?
AI is only one piece of the puzzle in the future of tolling. Check out Pat Wicketts’ full interview with the Toll Talk Podcast, where he discussed ways to act on more top trends in the tolling and transportation industry, including:
- Tools to encourage payment from toll violators
- The importance of focusing on the customer journey
- Simple strategies to protect customers from scams
- Balancing data usage and regulations
- The future of customer communications for tolling
For all these insights and more, watch the podcast on-demand now.
