Excellent customer service is in full bloom at Enterprise branches all across the Hawaiian islands these days—and it’s no accident. Customer satisfaction scores are now consistently hitting the corporate average (and nudging even higher) as the result of a high-profile effort to reach 100 percent customer satisfaction.
An eye-catching pin, with “100%” emblazoned atop a golden hibiscus bloom, has become the official symbol of the Hawaii Group’s commitment to outstanding service. Worn by every customer-facing member of the team, the pin serves as a reminder to “deliver the best service we can, 100 percent of the time,” says Dan S., Vice President/General Manager.
Connecting with Customers
Turns out, the flower pin is a great conversation starter. “Customers often ask what the pin means, and we tell them it’s about making sure we’re providing them with the best customer service with each interaction,” Dan says. “We’re making ‘100%’ our mantra. We’re living and breathing it, and that’s really important for us to be effective.”
A renewed focus
It wasn’t so long ago that customer satisfaction was a sore spot for the group. As recently as 2013, Hawaii’s scores were below our company’s average. “Since we were well under par, we dissected things pretty thoroughly to figure out what we were missing,” says Jeff H., Group Rental Manager.
The numbers revealed an important insight: While the vast majority — 96 percent of customers — gave the company high marks on their transactions, Hawaii’s branches also tended to log a higher-than-average number of “somewhat satisfied” scores. “Our team was doing a really good job overall, but clearly that little extra effort is important,” Jeff says. “We have to ‘wow’ every customer, 100 percent of the time.”
Making it count
The little things really do matter, agrees Charlie R., Area Rental Manager on Oahu. He noticed that scores improved whenever his team took extra steps, like making follow-up customer calls.
That’s the key to great service: “It’s got to be simple, so every branch can do it,” Charlie says. Putting this approach into action last year, Charlie worked with a colleague to develop a five-step improvement plan that has since been adopted across Hawaii. All five steps draw on proven customer service tools and best practices, but there’s a definite Hawaiian flair to the program, too.
Take Step One, for example. It reads: “Greet the Customer – Aloha!”
Making the “Aloha spirit” the first thing that happens at every touch point is incredibly effective, according to Jeff.
Considering the fact that most visitors have just stepped off a 6- or 7-hour plane ride, the pleasant greeting certainly helps get conversations off on the right foot. It’s also an important part of Hawaiian culture, notes Mark W., Area Manager – Honolulu Airport.
Last year, the Hawaii Group provided special training for airport and management employees to immerse them more deeply in the state’s tradition of Ho`okipa hospitality.
“Our presenter emphasized the point that if you live here, you are Hawaiian,” Mark says. “Even if you didn’t grow up here, you have a responsibility to extend the spirit of island hospitality to others.”
The message definitely appeals to our employees, notes Jeff. “We’re proud of the way our team has bought in,” he says. “Walk around any branch, and you’re going to see ‘100%’ pins on everybody.”
Best of all, the rekindled Aloha spirit is driving more than improved customer service scores. “Great customer service leads to positive growth, revenue and profitability,” Jeff says. “And our retention is better than it’s ever been—because our people really want to be on this winning team.”
“We really couldn’t have made this happen without our people,” says Dan. “They represent our brands every day and are the backbone of customer service.”