 Federal
Express Sets a Benchmark
Whenever
I call Federal Express to arrange an outgoing shipment
of Ron Kaufman books, tapes, videos and learning resources,
FedEx already knows my name, address and account number…even
before I tell them who is calling.
FedEx has linked ‘inbound caller identification’
to their customer database. With this powerful combination,
they do know who is calling…before they answer
the phone.
What impresses me most is that FedEx remembers any new
telephone numbers I call from and automatically updates
its database. Now they know it’s me whether I
call from my office, home or mobile phone.
It’s just a small touch, but it’s nice
(and very convenient) to hear FedEx say ‘Good
morning, Mr. Kaufman. Are you calling to arrange a shipment
from 50 Bayshore Park?’
Compare this with the telephone service from my favorite
airline and taxi companies. When I call to make a reservation,
they ask for my account or priority number each and
every time.
Fair enough, they don’t have inbound caller identification
and they want a quick way of knowing who I am.
But every time I call, they ask for my telephone number,
too. Don’t they keep that essential information
in their records?
Finally, I asked. The airline and taxi database systems
do provide access to all my information (including telephone
numbers), but that data is ‘two screens away’
from the first screen presented to the reservations
agent.
So it’s simply easier for them to ask for the
same basic information from me each and every time. Easier
for them – not for me.
Key
Learning Point
Service improvements
in one industry soon impact customer expectations in another.
The service I get from FedEx influences what I expect
from airline and taxi companies.
This transfer of expectations is true in many dimensions
of service, including accessibility, after-sales service,
ordering and payment flexibility, service recovery policies,
upgrade procedures and more.
Question: Which came first: drive-through banking or drive-through
restaurants?
My answer: Who cares? They are both common, and expected,
today.
Action Steps
If you want to be
on the leading edge of customer service and customer expectations,
look beyond your own industry, beyond what you
and your competitors are doing, beyond the obvious `next
step'.
To keep your business out in front, you must benchmark
yourself against the best in every industry…and
throughout the world.
Next Article in Customer Service Innovation >>
Give a Gift That Gives Again
First Article in Customer Service Measurements >>
'A' is For Outstanding
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
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