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