HOW TO LOSE YOUR DEDICATED CUSTOMER IN LESS THAN 4 HOURS?

Recently I traveled to Southern California for a business trip. I reserved a car one month in advance with one of the major car companies to avoid confusion during holidays. I am/was a dedicated customer with this car company for years through my business; rented cars here and abroad.  As a ‘preferred’ customer I have access to more options. One of the features of preferred customer is the ease of getting into your car without waiting in line. You find your name on a digital board in pick up lot, and the space number where the car is located. The key is in the car and you drive to your destination. Fast and easy. 

I arrived on time and went directly to the board to get into my car and get to my destination. Surprisingly I did not see my name on the board. Keep in mind I have been ‘preferred’ customer with this car rental company for years. This was a surprise. I stood in line and finally got to the rep. I explained to him my situation. He apologized but mentioned, they did not get the notification on-time, so the car wasn’t  ready. What? This happened twice before, once in Detroit and another time in Washington, DC. I told him that I made this reservation a month ago and I assumed 30-day advance notice would have given them plenty of time to complete this task. Additionally, I requested he check my profile in their system to make sure nothing is missing. He confirmed everything is in-order from their side.  He just couldn’t explain why the car wasn’t ready. He handed me the key for a 2018 convertible car, and I drove away. 

I came back to same location two days later. While I was driving the car, I realized the convertible soft top was no longer working. I drove back in the evening around 5 pm to exchange the car and get a new one. This time another rep welcome me and handed me the key for another 2018 convertible car (same model). I started the car, but digital dashboard panel went blank on me after 1 minute. I could not see the speedometer or any other gauges. I turned around and drove back for the second time to exchange my car. The same gentleman handed me the key for the third car, this time an upgraded 2018 model. I was hoping at this point the third car works properly and I would get to my appointment. I was already late for my client meeting. I took the key and started the car and left premises. After 5 miles into my drive, I realized I have a flat tire, and I could not drive the car any further, had to stop and change the tire.  My location was anything but safe with traffic coming around me. I decided to change the tire any way so I could be mobile again and go to my appointment. I put the car on the jack and started to take lug-nuts out one by one. Unfortunately, I realized one of lug-nuts is defected and cannot be opened. I was stuck with no option but to call the car company. After several clicks and long wait, the same gentleman answered the phone. I described my situation and asked him if he would send a car to pick me up, or I could get an Uber for my appointment as long as someone came to get the car. He simply ignored my request and asked me to call for road service. I called the designated road service which by the way, operates by a separate entity third-party. They notified me that I have to register my new case online by their mobile app, and then it may take a minimum of 90 minutes for them to send someone to tow the car. I stated again that I would rather leave the car and let them tow it. I was told, in case police seize the car, I would be responsible for any additional cost and damages. At this point, I’m hungry, frustrated and had enough of this nonsense. I called customer service again, after 15 minutes ringing, the same gentleman answered the phone and this time I can hear him smiling. I described my situation to him and asked for any other suggestion he may have to make this easier and safer for me. He simply asked me to wait for tow truck and stated there is nothing he can do. I had to call and cancel the appointment with my client. I did not want him to wait for me. At this point, I was so desperate that I decided one way or another, I’m going to loosen up the defected lug-nut and change the tire. After 30 minutes trying, I managed it and changed the tire. I was just about to drive back to the airport and return the third car when tow truck arrived. I simply told them, I do not need them anymore, I took care of it. He shrugged and left. I drove the car back to the airport and same gentleman greeted me coldly. He had nothing to offer, no apology, no voucher, discount, nothing. I told him this is unacceptable, and I would like to have a conversation with his manager to figure out what part of this rental process is customer friendly. Again, without further engagement, he acknowledged his manager was gone for day. 

At this point, 4 hours passed from the time that I returned the first car. I wanted to get home and go to bed. Exhausted, frustrated and aggravated. While driving home, I decided to call the main office (the main 800 number) and share my experience with them.  They created a case for me and told me someone would be calling me within 48 hours. It has been more than two-weeks, and no one has called to follow up. I went online and filled out a survey. After several hours of wasted time, numerous phone calls, emails, and  surveys trying to resolve the issue, nothing happened. Unfortunately, the next customer may have the same or worse experience.

You know when your customer is frustrated, angry, hurt, or feeling some other emotion connected to your lack of customer service and empathy. Reflect that feeling and let your customer know that YOU understand how THEY feel. This makes a big difference. We are all human and make mistakes.

Disappointed customers such as I are likely to share their disappointment with friends on social media. And more frustrated customers will post nasty reviews for other prospective customers to see. 

This one hurts sometimes, especially when egos are involved, but if your rep screwed up, you really have to get it together and deliver a genuine apology. You want your client to know that you really understand what happened, why it went wrong, and where it started and that they can trust that it wasn't just a random blunder that you tried to cover up but couldn't. 

Customer service must go beyond attending to inquiries and complaints, companies also need to meet their customers’ expectations – even when the company didn’t get their feedback. Take the time to learn what your customer actually needs. Then offer value-based solutions that address those needs. Show how your product benefits the customer and allow them to decide if it's the right fit for them.

If there are internal issues that are preventing your reps from supporting customers quickly and effectively, then gather data, and better training the reps to improve your customer service practices. Policies and guidelines are great for ensuring that employees comply, but a customer with a problem doesn't care about policies. He just wants his problem fixed. Let employees use complaint-resolution policies as guidelines rather than rules. Give employees the freedom to make judgment calls. Resolving a customer problem or complaint can help your business establish an even stronger customer relationship when you give employees the freedom to make that happen. Ultimately, businesses exist because the company provides happy customers with something they value. And with most successful business relationships, customers begin to form bonds to those companies. 

The bottom line is that relationships hinge on integrity. You can sell anything you want, but you can’t retain clients or earn repeat business without being true to your word. Then you deserve losing your customer.