Brands Behaving Badly

This week I’m in Atlanta and had the immense privilege to join my friend and colleague Eric Holtzclaw as co-host on his radio show “Laddering Lessons.”

Eric has a segment he calls “Brands Behaving Badly” and I decided to steal, er borrow, the term for this week’s post. Normally I’d have a video post for you today but this needs to go out while it’s fresh in my mind.

Travel and rental cars go hand in hand. Want to get around without figuring out regional transit? Want some flexibility to see the sights, not drag your luggage behind you and maybe even discover a new radio station in the process? Then you get a rental car.

My favorite business partner ever (PatCon) and I picked up our car from Thrifty, which was fulfilling the reservation I made via Kayak some weeks ago. We picked up the Ford Mustang convertible and drove 30 miles the first day before parking in South Beach and jetting out on foot.

If you follow me at all on social media you know that Day 2 was not as simple. I first noticed the problem after our late lunch when the car wouldn’t accelerate. I quickly pulled over, put it in park, turned off the car and then restarted. It was fine. Until it happened again.

By this time our plans to head to Key Largo for snorkeling were sunk and we determined that maybe a replacement car was in order. So we stopped for Starbucks, spent 20 minutes on the phone and then got details to pick up our new car 15 minutes away.

We didn’t make it.

The single lane we were in merged with another road, putting us in the fast lane before I could move over (going 45-50 surrounded by traffic); the engine had failed. Again. This time it wouldn’t restart. I carefully coasted to the shoulder across 3 busy lanes and there we sat.

For 2 hours.

Yep.

Now, a few days later and after returning the replacement car that finally showed up to the airport, I am appalled at the lack of care and response. So let’s examine this… what could Thrifty do better and how does it apply to your business?

1. Make sure your stuff works
I’m pretty sure we weren’t the first to have issues with this car after driving 45 miles and experiencing this level of mechanical difficulties. Don’t ever, ever, ever sell or rent or loan anything to your clients that isn’t going to work in peak condition. Even information. If you’re in doubt then fix it and make it right.

Everyone wants to talk about building “know, like and trust factors” in your business. But why isn’t anyone focusing on how not to BREAK that trust once it’s given. There are competitors knocking on your door and you have a paying client in front of you. Do you shrug and think “it’s not my fault it broke” or do everything you can to make it right and save the next sale?

2. Empathy. Have it.
Every time I called (going on 12 times now) I got the same faux message “thank you for calling roadside assistance/online support/reservations!” As if I wasn’t calling to report a problem. Not once did someone say “oh my, are you safe? Are you in danger? Let’s make sure you’re okay before I ask about the car, the rental agreement terms or the odometer reading…”

CARE about your clients, especially when something goes wrong. Did anyone seem to care we were on the side of a busy freeway with a narrow shoulder with 18-wheelers zooming past? Nope!

3. Solve the problem.
Listen, I own a business too. I understand that things will go wrong, and the time you have to shine is in solving the problem. Not treating problems as if they’re not your own. This means working quickly and proactively.

Imagine for a moment if you’re stranded for 2 hours and the person on the other end of the line can’t physically get your tow truck and rental car to you any faster. How do you solve the problem? Well, what if that agent had asked “have you tried this amazing restaurant in South Beach? If you’d like I’ll call and get you a reservation and $50 voucher for dinner tonight.” Or even said, “you know, it’s going to be tight tomorrow returning your vehicle and making your flights, and you’ve already spent time you weren’t expecting waiting on this car. What if our agent meets you curbside at the terminal, we’ll fill up the tank (on us) and help you with your bags and return the car for you.”

Are these “standard operating procedures” for Thrifty? No! Should they be? Maybe. But it’s all about solving the problem, getting creative and caring in the process. Would offering to pay for the gas refill (all 1.5 gallons) and helping me get to my flight on time have gone a long way in showing they care? YES!

Until I hear back from the service review department (whom I reached after being hung up on thrice, reaching the wrong department twice and asking for support multiple times on social media), in approximately 14-21 business days, Thrifty is on my list of Brands Behaving Badly.

Maybe it’s not even a brand problem. Maybe they’re Employees Evading Empathy or Agents Avoiding Accountability, but whatever is going on, it’s not working. And neither are the cars.