Wall Street had another rough day today. The Dow dropped another 444 points to below 7600. My wife is watching her 401k swirl down the proverbial toilet, my kids’ college funds are down 45% on the year, and I’m thinking, “Hey. It’s a good time to buy.” As a matter of fact, I think it’s downright un-American to sit on the sidelines and watch the market go down. You should all be out there snapping up bargains and helping to right the economy. I did my part to help Citigroup today, as their shares dumped to record lows. Bought it at $5.00 a share, it ended the day at $4.71, but at the price I paid the shares produce 11% annually in dividends. Of course, unless the rest of you go out and buy some as well there may be no money in Citigroup to pay any dividends. If they cut their dividend, however, the cash position gets better and the stock price goes up. Good deal. I hope. I also bought Microsoft and Dell, both of which are trading at ridiculously low price earnings ratios. That means they are cheap to you and me.
Where am I going with all of this? I have no clue. Has nothing to do with what I really want to talk about, which is customer service. Industry legend (paid endorsement) and former Taxicab Livery and Paratransit Association President Brian Hunt dedicated much of his term in office to improving customer service. We may all think that we have incredible customer service departments at our operations, but do we really? I mean, General Custer probably thought he had plenty of men with him at Little Big Horn, but sometimes we deceive ourselves.
After taking Brian’s customer service quiz in Birmingham, Al last year, I decided that it was about time to run our staff in Chicago through a customer service class. We had a group come in and give seminars to everyone in the organization, from the President, to the driver training staff, to the dispatchers and call takers that actually deal with the public on a day in day out basis.
The results were not shocking. To a man the staff thought the seminars were interesting and helpful. Translation: I got to relax and listen to someone for three hours, I got a free lunch and I got paid for it. Also to a man the primary tenets of customer service went in one ear and out the other, often dragging little used brain cells along with them. The class and I both stressed that it is important when a customer has an issue to begin by saying, “I’m sorry.” You can say anything you want after that, but at least the customer knows you are sympathetic to his plight. Call microsoft and complain. Call AT&T. Call anyone, and the people over in India on the other end of the line will say, “I’m sorry.” You don’t have to believe them, but it’s better than saying, “Oh shit, dude, there’s no way you’re getting a refund for that.” So we pounded “I’m sorry” into everyone for 3 days, and yet when I listen to the call takers most of them still don’t get the message.
It’s not that our customer service people have no interest in improving their skills. I am sure some if not all of mine do. It is more a function of bad initial training, bad habits, and watching others continuously do things wrong all around them. When you learn to play a sport the wrong way it is very difficult to relearn it the right way. You have to first un-learn your bad habits. The same is true for behavioral patterns, including customer service. How do we un-learn something? By having it repeatedly drummed into us. Have the posters up on the walls, have the tapes reviewed daily and when they calls are not handled properly have the reps called in and point out where they could improve. If they fail to improve after 2 or 3 meetings cut them loose and get someone new who can be trained in proper procedures from the outset. This will not only improve that one position, but it will show everyone else how serious you really are about improving customer service.
Just as tape reviews can help improve customer service internally, our new “secret shopper” program has been an enormous success in improving customer service on the road. When you have 50 vehicles and you know all of your drivers it is fairly simple to keep on top of them regarding customer service. When you have 2600 cars it becomes more problematic. Our solution was to send 10 people our Yellow Cards (corporate cards) for free. These 10 people in the course of their daily business will call our dispatchers or hail our cabs in the street, and will have all of their cab rides paid for by us via the Yellow Cards. In return, after each trip, they hop onto our website, log into our customer service page, and fill out a questionaire on the ride. Maximum time on the questionaire is about 45 seconds. Most of our secret shoppers feel that it is a pretty fair trade.
The results have been incredible. We have found drivers that refuse to accept plastic, hacks who drive erratically, and dispatchers who are simply “not nice” on the phone. In every case we call in the driver or dispatcher who is shocked to find that someone actually complained, and complained accurately, about their behavior. Drivers who receive glowing recommendations receive bonus points, drivers who rack up complaints will eventually be sent packing. Eventually they will all get the message that big brother is watching.
As an added bonus, all of the secret shoppers were picked from local firms who are potential corporate clients: law firms, financial institutions, and the like. As their employees get used to using the corporate cards they spread he word to their coworkers, and as they help to improve service they begin to feel that they have a vested interest in the success of our company. We hope this proprietary interest will lead to some new Yellow Card customers in the future. We will be rotating the shoppers on a bimonthly basis to spread the wealth around.
So in the end, the $2000.00 or so per month in free taxi rides we spend to improve customer service may be the best investment I can recommend to you today. And you don’t even have to pay a broker’s fee.