The cost of a dent.
For years I’ve rented from the same Enterprise location — probably a dozen times over the last 6+ years. They’re always as friendly as can be. How are you, Mr. Levy. How has your day been, Mr. Levy. Is there anything else we can do for you, Mr. Levy. Big smiles. Big handshakes. Frankly, a bit too much syrup for my taste. But I’ll take it.
I had the inconvenience of needing to rent a car there twice in the last two weeks. They laid it on thicker than usual both times — down economy equals ultra-cheery salesmanship I suppose. But again, I can grin and bear excruciating happiness among strangers as long as it doesn’t last too long.
I returned my car at the end of the 2nd rental period and they did their usual walk-around. But this time — for the first time in the 12 or so years I’ve been renting cars — they found something. They called me out and pointed out a dent in the rear bumper. I present Exhibit A, a 3-inch minor dent with a hairline of cracked paint:
Now — I certainly wasn’t there when that 3″ dent appeared. Perhaps it happened while I was parked somewhere. (I have a theory that they hose down the car just before you rent it so you’re less likely to see imperfections — like this one — when you do your initial walk around. But lacking proof, I’ll hold off on launching the Dry My Rental campaign I’ve been scheming.)
I can honestly say that from a few feet away, you wouldn’t know there was a dent at all. And in the grand scheme of the dozens of other little nicks and dents on the car, this one was no more significant. If it had happened to my own car, I wouldn’t think much of it.
But I’m not Enterprise. They thought a LOT of it. And this is where a dent becomes far more damaging than the damage itself.
Per Enterprise’s policy, instead of being charged $190 for the rental, I was also charged the amount of my auto insurance deductible: $1000. $1000 for a petty dent. I was not happy with this development. I was very clear with them that I was not happy with this development. But all of the friendly “Mr. Levys” were now replaced with stern, unbending looks of corporate rule brokers.
Granted, this bumper won’t cost $1000 to repair, so I’ll get money back. And with my killer Amex coverage, I’ll probably get it all back. But that’s not the point.
The point is that all the smiles in the world don’t erase poor customer service when the customer needs it most. And that was the moment of truth:
“Do I lay down the law on a marginal bumper repair that’ll cost a couple hundred bucks, or do I protect our relationship with a customer who spends a couple hundred bucks with us several times a year?”
Given the cost of getting a new customer versus that of keeping an old one, they made a choice that will end up being more expensive for them than for me. The bumper will sure look pretty, though.
