(Driving home from Texas last week, I saw an Intercity van on the highway. It reminded me of this post, written several years ago for another blog.)
I'm a little skeptical of case studies being generalized into one-size-fits-all recommendations for success, and I have no idea if the company I'm about to discuss is "successful" in the traditional business sense (i.e. profitable.) But the company, Intercity Lines, Inc., provided a rather expensive service to my family, met all my expectations, secured my repeat business and did all of this with nice, service-oriented people and a set of very simple, low-cost business principles. I think it's worth talking about; read on if you do too.
Intercity bills themselves as "America's premier enclosed auto transport company." A year ago, my oldest daughter needed her prize possession, a brand new Nissan 350-Z, transported to California where she was beginning (another) year of college. A web search for auto transporters produced the usual bewildering list of results. We requested quotes from several companies that actually offered working web sites. (Simple Business Principle #1: build and maintain a web site that encourages people to do business with you.)
Intercity's response was prompt and clear. (Simple Business Principle #2: The appropriate thing to do when someone indicates they'd like to do business with you is...respond!) Note that Intercity was not the low bidder; we chose them because their service was superior up to that point.
We received a series of e-mail messages outlining next steps and timeframes. All arrangements were ultimately confirmed by phone. (Simple Business Principle #3: Unless you're Amazon.com, use technologies like e-mail effectively but close the deal with a live person.)
The arrangements included the date and time for picking up the car (no 5-hour windows like the cable company) and the driver's cell phone number. We were told to expect a call from the driver shortly before arrival. Indeed, the driver did confirm and, more impressively given Chicago traffic, the truck arrived right on time. (Simple Business Principles #4a and #4b: Keep your customers informed and show up as promised.)
The truck that pulled up was immaculate; the trailer's hardwood floors gleamed. The husband and wife driving team was personable and professional. In less than 10 minutes the car and its contents were inventoried, every surface was covered and it was carefully loaded into the trailer. Note that we've never met anyone from Intercity beyond the drivers. Not the owners, not the managers, no "customer service reps," nobody. To us, the drivers ARE Intercity. (Simple Business Principle #5: Your customers see your people and your facilities (or trucks in this case) AS your company. Pay attention to the details. It doesn't cost that much to keep a truck clean. It doesn't cost more to hire people with the right service attitude. It might even cost less.)
We were told that the Illinois-to-northern California trip would take several days, and that the drivers would check in the day before arrival and again several hours before delivery. Again, the system worked as promised; the truck arrived when and where promised and, most importantly, the car was in perfect condition. (Simple Business Principle #6: Sometimes it matters how you start; it always matters how you finish.)
Our experience with Intercity inspired sufficient trust that they were the automatic choice when we needed the car returned to Illinois the following spring. We experienced the same easy process, another polished, shiny rig, a different husband and wife driving crew but every bit as nice, and the same on-time delivery. (Simple Business Principle #7: Great service is repeatable. It's outstanding performance time after time, without excuses.)
Thinking about it, I'm sure there are other lessons to be learned. But I'm continually amazed by the sheer number of learning-disabled organizations out there, large and small, failing every day and not really knowing why. Our experience with Intercity proves once again that great service is no accident but it's no impenetrable mystery either. Communicate. Show up on time. Hire positive people. Manage the details. Use technology appropriately. Everything else is just somewhat helpful commentary.
I'm a little skeptical of case studies being generalized into one-size-fits-all recommendations for success, and I have no idea if the company I'm about to discuss is "successful" in the traditional business sense (i.e. profitable.) But the company, Intercity Lines, Inc., provided a rather expensive service to my family, met all my expectations, secured my repeat business and did all of this with nice, service-oriented people and a set of very simple, low-cost business principles. I think it's worth talking about; read on if you do too.
Intercity bills themselves as "America's premier enclosed auto transport company." A year ago, my oldest daughter needed her prize possession, a brand new Nissan 350-Z, transported to California where she was beginning (another) year of college. A web search for auto transporters produced the usual bewildering list of results. We requested quotes from several companies that actually offered working web sites. (Simple Business Principle #1: build and maintain a web site that encourages people to do business with you.)
Intercity's response was prompt and clear. (Simple Business Principle #2: The appropriate thing to do when someone indicates they'd like to do business with you is...respond!) Note that Intercity was not the low bidder; we chose them because their service was superior up to that point.
We received a series of e-mail messages outlining next steps and timeframes. All arrangements were ultimately confirmed by phone. (Simple Business Principle #3: Unless you're Amazon.com, use technologies like e-mail effectively but close the deal with a live person.)
The arrangements included the date and time for picking up the car (no 5-hour windows like the cable company) and the driver's cell phone number. We were told to expect a call from the driver shortly before arrival. Indeed, the driver did confirm and, more impressively given Chicago traffic, the truck arrived right on time. (Simple Business Principles #4a and #4b: Keep your customers informed and show up as promised.)
The truck that pulled up was immaculate; the trailer's hardwood floors gleamed. The husband and wife driving team was personable and professional. In less than 10 minutes the car and its contents were inventoried, every surface was covered and it was carefully loaded into the trailer. Note that we've never met anyone from Intercity beyond the drivers. Not the owners, not the managers, no "customer service reps," nobody. To us, the drivers ARE Intercity. (Simple Business Principle #5: Your customers see your people and your facilities (or trucks in this case) AS your company. Pay attention to the details. It doesn't cost that much to keep a truck clean. It doesn't cost more to hire people with the right service attitude. It might even cost less.)
We were told that the Illinois-to-northern California trip would take several days, and that the drivers would check in the day before arrival and again several hours before delivery. Again, the system worked as promised; the truck arrived when and where promised and, most importantly, the car was in perfect condition. (Simple Business Principle #6: Sometimes it matters how you start; it always matters how you finish.)
Our experience with Intercity inspired sufficient trust that they were the automatic choice when we needed the car returned to Illinois the following spring. We experienced the same easy process, another polished, shiny rig, a different husband and wife driving crew but every bit as nice, and the same on-time delivery. (Simple Business Principle #7: Great service is repeatable. It's outstanding performance time after time, without excuses.)
Thinking about it, I'm sure there are other lessons to be learned. But I'm continually amazed by the sheer number of learning-disabled organizations out there, large and small, failing every day and not really knowing why. Our experience with Intercity proves once again that great service is no accident but it's no impenetrable mystery either. Communicate. Show up on time. Hire positive people. Manage the details. Use technology appropriately. Everything else is just somewhat helpful commentary.
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