Here is one sure-fire way to lose a customer — EVERY TIME:
Brag about your great ratings in customer service surveys…while you’re not delivering for the customer right in front of you.
Steve Farber, a speaker buddy of mine, was picking up a car at an airport location of Hertz when he was told the wait would be between an hour and a half and two hours before they would have a vehicle available for him.
Steve pointed to — and took a picture of — a sign proudly displayed at the Hertz location, then posted (to his 5,000 followers on Facebook) what he asked the agent at the counter:
“Are you reeeeeaaallly making me wait 1.5-2 hours for a car??? Someone needs to take a course in inventory management. Maybe you should read your own sign!”
However, it does beg the question: What have you done to PREPARE for when it doesn’t go right?
For example, if Hertz would’ve had a driver already arranged to take Steve to his destination — then, offered to bring his car to him when it became available — this story would’ve been completely different, I would imagine. Certainly, his inconvenient wait wasn’t discovered at the very instant that Steve arrived for his reservation — so, if Hertz knew a customer was going to have to wait…why didn’t they make plans for what to DO to ensure the retention of his business, long term?
(And, instead of Steve hopping up on a platform tomorrow to tell hundreds in attendance at a major convention what an awful time he had with Hertz, he would be bragging on the superior experience they provided…even when it didn’t go as planned.)
What happens when a customer receives and Ultimate Customer Experience ® instead?
Well…I had it with the very same company! Here’s a story from a few years back when I wrecked a Hertz rental…and how they made me into a customer for LIFE with them!
You see, with every customer…the experience is delivered PERSONALLY…every time…every location…every day!
One last point: if Steve — or any other customer — walks out…most of the people working behind the counter would assume that the only thing they lost was THAT DAY’S rental.
However, that’s NOT the case.
Since my accident in a Hertz car, I’ve spent about $40,000 with them in car rentals…almost 20,000 have viewed my story on YouTube…and about one million people have personally heard me tell the story of their heroic (to me) efforts at the customer experience.
There is NO WAY the Customer Service Representative at Hertz that answered my call from my wrecked automobile could have known that was the potential outcome. She just did the right thing for a customer.
- In other words, don’t ask what the cost is of “making it right” this very day.
- Ask, instead, what the lifetime value potentially is of that customer…and you’ll get an entirely different perspective.