The growing role of digital signage in customer service


Digital signage has transformed customer service in a number of ways in recent years. These interactive displays, which can be found in a wide range of settings, including retail stores, banks, hotels, and hospitals, provide a range of valuable information and services to customers.

One of the main ways that digital signage has transformed customer service is by providing real-time information and assistance to customers. In the past, customers would have to rely on employees or brochures to get the information they needed. Now, with digital signage, customers can easily access a wide range of information on their own, such as store hours, product availability, or directions to a specific location. This not only saves time for customers, but it also helps companies to communicate more effectively with their customers and reduce the workload of their employees.

Cloud-based content management systems (CMS) make it easy to update store communications in real-time. Streamlining the content management process, they enable employees to deliver messaging in minutes and from absolutely anywhere to one, some or all the screens across a network. Giving staff the ability to edit live content, such cloud-based solutions also ensure that corrections and minor edits can be quickly made, without having to take down and re-load content.

CMS platforms with enterprise-ready functionality are ideal for retail chains and franchises. Offering features, such as In-built Tag Managers, they allow relevant and customised communications to be pre-categorised and sent to groups of venues at a time.

To ensure that you’re able to keep your digital signage communications secure, consider working with an ISO-27001-certified CMS provider, that is verified to be able to handle and protect large volumes of data.

Digital signage has also made it easier for companies to showcase their products and services to customers. In the past, customers would have to rely on physical displays or brochures to learn about their options. Now, with digital signage, companies can easily update their product and service offerings in real-time, which allows them to respond to changing customer preferences and market conditions. This can be especially helpful for companies that offer a wide range of products or services or that want to promote limited time offers or new products.

The most effective CMS solutions come integrated with up to 500+ free content tools and/or affordable subscription services. Free-to-download countdown clock widgets are ideal for highlighting time-sensitive offers, displaying on-screen countdowns to offers, so retailers can build a sense of excitement and urgency.

These special offer countdowns can be featured on-screen alongside information on the relevant product, as well as other store news, using multi-zone template designs. 


With CMS Web Trigger APIs, retailers and venue managers can go one step further and use their digital signage to offer some personalised shopping assistance. 

Through CMS Web Triggers, solutions, such as Lift and Learn platforms can be developed, so that every time a customer lifts and interacts with a product, more information on the item can be triggered automatically to a nearby screen. 

In addition to providing real-time information and showcasing products and services, digital signage can also enhance the overall customer experience. Many companies now use digital signage to create a more visually appealing and engaging environment for customers. For example, digital signage can be used to display interactive games or quizzes, or to show entertainment content, such as music videos or sports highlights.

Experiential marketing is now easier and more cost-effective than ever to develop, thanks to the advent of new, cutting-edge CMS technologies. 

With patented technologies, such as Signagelive Real Time Events (RTEs), you can immerse customers in the world of the on-screen promotion, product or service by transforming the surrounding environment. The solution enables you to send commands within content files to trigger, at any stage of the content sequence, everything from motorised screen movements to changes in the lighting. Affordable and simple to set up, it is essentially a way for anyone in the hospitality or retail industries to set the scene and ambiance.  

With integrated CMs services, such as Seenspire and Screenfeed, you can also display fully licensed, ready-made infotainment content feeds of everything from news to traffic updates, alongside your own digital signage messaging. These solutions add interest to the on-screen content, often helping to entertain customers or visitors, and reduce perceived wait times in queues and waiting rooms.

Another important aspect of digital signage in customer service is its potential to improve safety and security. Many companies have implemented digital signage that can display emergency instructions or alerts in the event of an unexpected incident. This can be especially useful in crowded places where it may be difficult for customers to hear announcements over the PA system.

Look out for content management systems that offer applications, such as Layered Solutions. These platforms integrate emergency notification communications technology with your digital signage, so that your screens automatically display emergency alerts.

In summary, digital signage has transformed customer service by providing real-time information and assistance, showcasing products and services, enhancing the overall customer experience, and improving safety and security. As technology continues to advance, it is likely that digital signage will continue to play a vital role in the way companies interact with and serve their customers.