RSC Chats with Customers

Dec. 1, 2003
Rental Service Corp. recently moved its online chat service to a more prominent location on the company's Web site: the homepage. The result? A 200 percent

Rental Service Corp. recently moved its online chat service to a more prominent location on the company's Web site: the homepage. The result? A 200 percent increase in instant-messenger-style customer service.

The chat function, which is available to customers 24 hours a day, seven days a week, allows them to send and receive instant messages via their Web browser. Rental Service consultants are available to answer basic rental-related questions in Spanish or English, and can redirect visitors to the store nearest them when appropriate. A bilingual representative is available from 7 a.m. to 6 p.m. every day.

“We have no intention of eliminating our toll-free customer service telephone lines,” says Ellen Steck, vice president of ebusiness and marketing. “Our intention is simply to maximize customers' communication options.”

Steck says Rental Service works hard to realize the efficiencies that technology can provide customers.

“Everyone is unique in his or her communication style, work habits and office arrangement,” Steck says. “Many people, for example, dial up to the Internet through their phone line — so it's easier for them to ask questions online than to log off and pick up the phone. On the other hand, it's becoming increasingly common for people to have DSL Internet connections and cell phones, but no landline. We're just trying to accommodate everyone.”

The chat function has existed on the company's Web site for three years, but a prominent logo and link to the service was moved to www.rentalservice.com in late 2002. More customers have been enjoying the instant, online, customer service ever since.

Marilyn Steiger-Vandever, customer service and telesales manager for Rental Service, says the increase in chat communication has not caused telephone calls to decline — nor is that the intention. “We look at this as another communication tool.”

Steiger-Vandever says contractors frequently use the chat function to inquire about purchasing used equipment, while homeowners and “weekend warriors” use the service to ask whether Rental Service carries certain equipment and where the store nearest to them is located. Although the majority of chat sessions are conducted between 11:30 a.m. and 3:30 p.m., there are definite advantages to offering around-the-clock service, she says.

“One benefit of us being available 24x7 is that we can handle inquiries from international companies that are chatting during their regular business hours, which is obviously nighttime for us in North America,” Steiger-Vandever says. “We are able to assist them with anything from store locations to used equipment contacts.”

Steck says they constantly look for new ways to make Rental Service accessible, and she hopes that customers will continue to feel comfortable approaching the company with questions.

Information provided by Rental Service Corp., Scottsdale, Ariz.

To visit a Rental Service chat room, go to www.rentalservice.com and click on the “Live Chat” icon in the bottom, left-hand corner.

Rashida Consultant: Welcome to Rental Service, Toby. How may I help you today?

Toby: I need a skid steer for one day.

Toby: What does that cost?

Rashida Consultant: Okay, what city and state are you located in?

Toby: Waco, Texas.

Rashida Consultant: One moment, please.

Rashida Consultant: The Waco location is open M-F, from 7:00-5:00. Our rental rates vary depending on location, availability, and season. I can direct you to the nearest store and they can assist you with your rental needs. When were you needing the skid steer?

Toby: Sometime this month.

Rashida Consultant: If you'd like, I could get some additional information from you and pass this information on to our store so that we can get this information to you right away. Would you like to do that? Please let me know.

Toby: Tell them to call (512) 422-25XX

Toby: I am in Austin doing a job at this time.

Rashida Consultant: And what is your last name? Also, do you have an alternate phone number?

Toby: The one you have is the best number to reach me.

Toby: My last name is Snelling.

Rashida Consultant: Also, I will list your company name: TML Landscaping?

Toby: Yes. Thanks for your help.

Rashida Consultant: You're welcome, Toby. Thank you for choosing Rental Service!

Status: Toby has left the meeting

Status: Session ended (Monday 24 Sept. 09:37:18)