Dear RER:

I enjoyed your article “Mirror, Mirror on the Wall” in the February issue. Within our organization we offer many training sessions illustrating the exact same ideas about the customer's perception. I especially enjoyed your mention of the torn seat with the duct tape repair kit installed and the appearance of employees. We stress to our employees the importance of quality product, professional image and a positive attitude about the customer. There's only one chance to make a first impression.

An idea I always share with employees is that customers generally rent for one reason. It has nothing to do with our time utilization or financial goals. Our customers have a job to complete, allowing them to provide financial support for their families. If the customer perceives our organization as a contributor to his or her financial success, pricing becomes less of an issue and a partnership develops. And the opposite applies.

Despite efforts to minimize them, equipment failures are inevitable. But a customer receiving a quality product, delivered on time, by a courteous employee will be much more tolerant of a failure. And in the event of a failure, our organization best be prepared to react in a minimum amount of time.

My teams have enjoyed great success in the Southeast market and we believe that our commitment to customer service is the key. And we truly believe that service begins long before the phone ever rings.

Joe Foster
Southeast Region Vice President
RSC Equipment Rental
Marietta, GA 30066

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Michael Roth, Editor
17383 Sunset Blvd., Suite A220
Pacific Palisades, CA 90272 or e-mail michael.roth@penton.com