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Mandatory (mine) fields

Tech target emailI was talking to a client this week about using workforce automation to build better customer experiences so it seemed timely when an email popped into my inbox with the title “How automated workforce management improves customer satisfaction”.

After clicking on the link I met with this and there’s a couple of observations to be had;

Firstly, in order to download the 8 page document, you’re expected to fill in 13 mandatory fields! Not just 1 or 2 but 13. It would take me longer to fill this out than read the 8 page document I wanted to download. I don’t even have to go to this much effort to log onto my online banking with all it’s security checks.

Frustration index downloadMy second observation, was the title;

“Service Industry Consumer Frustration Index.”

What beautiful irony. What’s actually more frustrating than having to complete 13 mandatory boxes? -Not much to be honest. So much so that I never started which makes me question the value of the article and the motives behind this approach.

In an ever growing content and value world, building trust with both brands and individuals through sharing is now common place without companies and contributors asking much if anything in return.

However, those 13 boxes are clearly in the companies own self interests for future marketing purposes. The way they’ve gone about it though is clumsy and reminiscent of marketing from 20 years ago where companies wanted (and held) most of the control and the consumer had very little. It’s not like that anymore but it appears that not everyone has realised..

How much effort would you got to access content?

 

 

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Enterprise Rent-A-Car: simple service, great customer experience

You wouldn’t think that the simple act of hiring a car would be such a great customer experience would you? But it is, and it was. Not just once but consistently 3 times in a row. Now not many companies can boast of that.

It’s been a long time since I last needed to hire a car and on this occasion I certainly hadn’t planned to.

In short, my car broke down on the A1 just outside of Sunderland on the way to see a client. After being recovered from the roadside I was taken to a local garage in a small village called Sedgefield, who initially were optimistic about being able to repair my car the very same day. However, that turned out not to be the case and what was originally suspected to be a water leak was actually a head gasket failure! No quick (or cheap) fix here then.

Library Digital Photo by Paul Blount 2005 GAS

By the time this was diagnosed it was about 5pm, having been recovered about 11am and I need to get back home in order to get to work the next day and the fastest way I guessed was to hire a car which I could then use the day after.

The garage gave me several numbers and I settled on calling Enterprise and got through to the local depot.

“Can you deliver a hire car to me please?”

“No sorry we don’t deliver”

My heart sunk and I started to conjure up visions of being stuck in a small village for the night with little prospect of getting home at all.

“But we can come and pick you up?

Result! And true to their word they did. The Enterprise staff that arrived were friendly and chatty despite it being past 6pm. By 7pm I was in a hire car and on my way back home much to my relief.

elogo1Over the course of the next 4 weeks, I hired from Enterprise a further two times, based on how easy it was the first time and how good it had felt for them to help me out when I most needed it. Ok so that’s what they do as a business, but they really delivered and didn’t add to my stress and frustration on that long day when my car had failed.

On each occasion, the hire experience was as good as it was the first time. Friendly staff, an easy and efficient process and a first class pick up service that was consistent.

On each occasion, they asked me if they could have done anything better but they really couldn’t and it’s not often that I say that.

Simple service and a great customer experience. Would I recommend them? Absolutely. Now that’s how you build loyalty.