It's often the little stuff that makes life complicated.
When a company can make that little stuff go away, they make my life easier. And when they make my life easier, I remember them. And I'll do business with them again and again.
Last week, my truck was at the collision center to have some damage repaired. The insurance company told me they'd pay for a rental vehicle, and that I could go to the rental company of my choice.
As advertised, they picked me up, brought me to the agency where I signed some paperwork (which, by the way, was prepared in advance), and off I went. That was easy.
Oh, and the agent told me that when I pick my truck up the following week, to simply leave the rental at the collision center, so that I wouldn't have to deal with driving the rental to Enterprise.
A week later, that's exactly what I did. I drove the rental to the collision center, and left it there. I got in my truck, and drove home. That was easy.
The Convenience Factor
The added convenience that Enterprise offered, at both ends of the transaction, made my experience as their customer, a very positive and painless one. Two less rides that I'd need to arrange; two fewer favor requests that I'd need to cash in!
Not once, but twice
It was the convenience factor that drew me to Enterprise. I knew they offered the convenience at both ends of the transaction: They brought me to the vehicle, and they did not require me to bring the vehicle back to them.
1. A Great First Impression
By doubling the convenience, they created two opportunities to delight me. The initial convenience - picking me up - was a very positive first impression. And you know what they say about first impressions.
2. A Second Impression to Remember
That second convenience - allowing me to leave the vehicle at the collision center created a strong final impression. And if the first impression is the most important, the last impression is the second most important, because it reinforces the first impression, and solidifies my perception of the Enterprise brand.
3. Don't Keep Convenience a Secret
Now, what's interesting is that Enterprise isn't the only car rental company that will pick you up. There are plenty of others that will. But I knew Enterprise would, because they make the convenience crystal clear to their customers, through their advertisements. If the others also do, perhaps I just haven't noticed.
The convenience factor at Enterprise won me over. But what about you? How important is convenience for your customer experience? And what companies have you seen do it well?