How Can Personalization Add Value To Your Customer Service?

Recently I had two very different experiences even though I was delivered the same incentive for using the same service at the same business.

Scenario-1

The car rental company that I use gave me a loyalty card that would be punched every time I rent with them. Once I had taken five rentals, it was promised that the sixth one would be free. Since I rent quite often the D-day presented itself pretty soon enough. So I happily presented my card in anticipation of my free rental. The customer care representative Mr. A looked surprised at first, as if I was the only one ever to have achieved that feat but he was polite enough to say that the company would honor the offer and they would take care of it once I return the car.

I went ahead with my business and on the day of return, I handed the contract papers to another representative, she quickly made some entries on her computer and said your bill is ‘x’ dollars. I had to remind her that it was my sixth rental at their location and Mr. A had assured me, it’s free and will be taken care of at return. She appeared clueless and then informed that Mr. A was not in the office that day so she would check with him and take care of it as required.
I left the place bewildered wondering if something would even happen. Also how come a promotion is running at a business and the representatives are not aware of it? And if this rental is going to be free why is it not in the system or on record somewhere so that in the absence of Mr. A somebody else can take care of it? The offer was finally taken care of and was thankfully free.

Although I got something free at the end of it, all I had was a sense of relief instead of happiness. Moreover when I went in the next time the loyalty cards were no longer there. It’s quite possible that the offer was for a limited period but somehow I felt disappointed as that information was no where available neither on the card that they gave me nor on any display at the location.

Scenario-2

I kept on renting with these guys for the next few months and one fine day when a representative was going through the usual process of creating the contract, the location manager Mr. B walks up to him and says, “Do you remember we talked something about Mr. Vijay?”

The representative nods in agreement and types some additional keys. Mr. B looks up and says,” You know, we need to charge you extra for something we had missed out on previous occasions?”

Confused that I was, all I could offer was a nervous smile and mutter, “That’s OK but with the number of rentals I have taken from you guys, you should offer me some kind of premier membership instead of charging me extra.”

The representative gave me some reassurance with her warm smile and said, “Don’t worry, he is just playing with you. “

The manager then with a more serious voice responded, “We were discussing the same this morning of how good a customer have you been all this while. We like you and appreciate your business so would like to do something for you. We are not only giving you a free upgrade but the complete rental is going to be free. All you have to take care of is some taxes.”

I couldn’t believe my ears; not only was I happy, I was delighted. I was getting a free rental and was least expecting it and it was delivered with a personal thanks, first hand.

Comparison and Observations

These two experiences set me thinking. Both delivered the same benefits but the experience was so different for me. 

Probably customer delight is not just about delivering free stuff or a discount or a coupon it’s more about how you deliver it. Even a simple ‘Thank You’ if delivered sincerely and politely might do the trick.
Another big factor was the surprise element. In the first case since I knew what benefit I would be deriving it almost felt as if it was my ‘right’ which lead to the disappointment and anxiety at the slightest of indication that I may not get it. In the second case I was not anticipating it so it was more a feeling of getting rewarded.
In the first case there was lack of communication between the representatives at the business themselves which left them unsure and me confused and not ‘happy’. In the second case, not only were they in-sync, Mr. B took the initiative of reminding the representative at the right time.


Suggestions and Best Practices 

Instead of giving a loyalty card that needs to punched and retained with every possibility of the customer losing it. It would have been much better had the system somehow informed the representative that ‘this is Vijay’s 6th rental in the last two months so it should be free as per this ongoing promotion’.
If you are running a promotion or offer make sure all your representatives are informed about it so that they don’t look surprised when a customer mentions it. 

Be it be any promotion/incentive for the customer a little personal touch makes a world of difference. In fact, it is applicable to any service you provide – Add a personal touch, it makes the customer feel better.
Look out for ways to surprise your customer with positive influences. Not every incentive needs to be publicized. You can be discrete yet effective.