Rent-to-own News - Customer Expectations: Ninth installment in book review series

Editors Note: APRO is proud to present the ninth in a semi-regular series of articles by George M. Schorsten Jr., Operations Manager CEO of Blue Ribbon Rentals, reviewing the book, "Exceeding Customers  Expectations, What Enterprise, America’s #1 Car Rental Company Can Teach you about Creating Lifetime Customers", by Kirk Kazanjian.

George Schorsten and Blue Ribbon Rentals owner, Bill Wendell, began sending these commentaries out to store managers as a professional development tool this year. Schorsten would now like to share his findings with the APRO community.

Schorsten presents key material from the book followed by his own analysis in italics.

Part 16 -- Exceeding Customers Expectations
 
When Enterprise Managers were asked what were the traits in keeping employees over the long haul, their answers are below:
 
1. They hire only the best candidates, even when tempted to lower their standards during times of high employment.

2. They are very clear in explaining the job and expectations for advancement.

3. They communicate the company’s mission and give examples of how it applies to what employees do every day.

4. They offer employees a “big picture look” after ninety days to solidify their views of what the company offers.

5. They make sure to use Enterprise’s philosophy of “customers and employees first” as their guide.

6. They focus on employee training, development, and mentorship.

7. They explain the importance of starting at the bottom in the Enterprise management development system.

8. They celebrate and recognize every employee, branch, and group success, while making a big deal about promotions.

9. They are honest with workers and always let them know where they stand.

10. They listen to employees and show how the company has implemented and acted upon their feedback.

11. They lead by example and convey a positive message about where the company is going.

12. They never accept anything less than excellence.”
 
We too, are in the People and relationship business. Try these tips in your store.
 
“Enterprise makes it clear that trainees are not just in the car rental business--they are in the people and relationship building business.  Enterprise advises its employees to use these twelve essential steps:
 
1. Acknowledge the customer’s presence with a smile or handshake.

2. Be enthusiastic.

3. Always make eye contact.

4. Speak in a friendly manner.

5. If you know the customer’s name (Mr., Mrs., Ms. Last name), use it in your greeting.  Since the company asks for identification, there is no reason not to start using the customer’s name right away.   But it is important not to overuse one’s name--the point is not to sound phony, but to be genuine.  And never call an older person by their first name unless you have been asked to do so by the customer.

6. Listen actively and carefully without interrupting or allowing yourself to be distracted.  Customers should be given your total attention.

7. Offer solutions.  Don’t tell the customer to do anything.

8. Provide unsolicited help (directions, maps, etc.)

9. Be positive in your comments such as, “We appreciate your business” and “Drive safely.”  Upon dropping the car off, always say, “Thank you and come see us again” and offer a handshake, if appropriate.

10. Remember: It is the customer’s perception that counts.

11. Try to anticipate the needs of customers.  Always “hurry” to help.

12. Never use industry slang or terminology.  Instead, use everyday words that customers can clearly understand.  And never talk down to a customer. Treat him or her as a valued guest.”

 
We have all heard these tips before. How many of them do we use every day? Might I suggest that you listen to each other and (after the Customer leaves) point out the good speech and the area that could use improvement.
 
 Part 17 -- Exceeding Customer Expectations

As I come close to the end of this book, it has a few chapters that are very interesting reading, but the topics are more of a general business nature. These chapters include:       

        
 
More good information on “Hiring and Training good people from the ground up”.

o   Setting realistic expectations.
o   Provide some good examples on offering “Alternative” career paths.
o   Diversify your workforce.

“Treat everyone like an Owner”

o   Decentralizing operations.
o   Paying on Company and Individual Performance.
o   Incentive pay to increase retention

·       “Form strong partnerships”

o   Building relationships with other business partners
o   Form Synergistic alliances

·       “Use Technology to Enhance the Customer Experience”

o   Use technology to deliver better Customer Service
o   Keeping up with the times

The section on technology actually does apply to our business. More and more new hardware and software options are becoming available to us. Many times it is difficult to justify the cost of upgrading or trying out a new system. However, if we don’t update our systems and computer equipment someday we might wake up and find that our procrastination has cost us not only Customers and BOR, but maybe our business.

APRO welcomes all contributions of this nature that assist the professional development of dealers, employees, vendors and the rent-to-own community at large. "Exceeding Customers  Expectations, What Enterprise, America’s #1 Car Rental Company Can Teach you about Creating Lifetime Customers", by Kirk Kazanjian, can be found in local and chain bookstores and through amazon.com

mevans@rtohq.org