Can you imagine a rental car agency earning customer loyalty through writing? It happened on Sunday.
I flew into Chicago’s O’Hare International Airport on my way to teach business writing to sales managers in north suburban Chicago. After baggage claim, I was off to pick up my rental car. I usually find this a difficult experience because (1) the car will be one I have never driven, with bells and whistles in unfamiliar places and (2) when I leave the parking lot, I will be an accident waiting to happen because I will not know exactly where I am going.
But Enterprise Rent-a-Car eliminated both those challenges.
First, they eliminated the challenge that has nothing to do with writing. Without my asking, the rental agent walked with me to the car (a 2007 Buick) and showed me all the relevant features–lights, windshield wipers, trunk latch, etc.–so I would have no difficulty handling this new car.
Second (this is the one that has to do with writing), the agent handed me a page of directions that told me exactly where to go on my travels:
Did I want the north suburbs and Wisconsin? Then I should turn left out of the parking lot to Mannheim Road and . . . .
Did I want the south suburbs, going toward Indiana? Then I should turn left out of the parking lot and . . . .
Did I want the far southwest suburbs? Then I should follow the directions for 294 south.
There were 11 such choices on the neatly typed page.
In all the times I have rented a car, I have never before received a piece of paper that spelled out my options. Often I have received a map, but the map has never told me where to turn when I leave the parking lot. Usually I have had a kind but hurried rental agent wave an arm and point a finger to give me directions. These directions have nearly always been unsatisfactory.
The title of this post is "Win Customers With Writing." I chose it because Enterprise won me over with its written directions. More than that, a couple riding in the Enterprise airport shuttle (on my way home on Tuesday) told me that they too had liked the directions and would use Enterprise again.
Now it is your turn: Find inspiration in this Enterprise story. Think of something you can write that will win over your customers and clients. Then write it. It may make all the difference in someone’s travels or in the future of your business.