0004133373@mcimail.com (Donald E. Kimberlin) (10/06/90)
All the discussion of Caller ID seems to focus on negative
perceptions of its use with weak, repeated examples of its "value,"
the inward telemarketing example being most common. It was
refreshing tosee the following in "Communications News" for
September. It shows how at least one firm has made use of what must
be MCI's Caller ID on 800 numbers, improving service to its
customers and its competitive stature:
"CALLER ID WITH 800 NUMBER CUTS NO-SHOWS
"PayLess Car Rental has increased its revenue and cut the
number of no-show renters with an 800 number and automatic number
identification.
"PayLess rents from off-airport sites in 90% of its 120
major-cioty locations. Problem was, as its renters arrived at the
airport, rather than wait for a van for a pickup, they would rent from
one of the on-airport companies instead.
"That left PayLess with a reserved car but no one to take it.
It was losing about one in three customers that way.
"Now, when renters arrive at the airport, they dial an 800
number and are connected immediately with the nearest PayLess agent
who sends a pickup van right away.
"The 800 number sends the call to Communications Management
and Information (CMI) in Atlanta. The caller's number is delivered as
well and run through the CMI database. Based on area code and prefix,
the call is" (obviously forwarded to and ... doggoned inaccurate
press!) "answered at the nearest PayLess office.
"Mike Harley of Gulfport, Fla.-based PayLEss says the number
of no-shows is down about 25% so far. Walk-in business hasn't been
affected yet, but the company plans to advertise the number more
widely."
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Nice to see someone coming up with a visible way to improve customer
service; surprised they didn't make the point of having one
convenient, coin-free nationwide number as well. Those here who are
car renters know the hassle of trying to get to a local off-airport
car rental company office with a different number in every city.