Since the beginning of the year, E-Loan has been offering consumers the choice of whether to have their loan paperwork processed in India or the United States. Processing in India is accomplished two days more quickly.
Now Delta is considering a similar offer with a twist. They would charge a fee to have calls handled by U.S. agents.
Both versions involve the consumer bearing a cost, but E-Loan’s model is pitched at offering consumers a benefit, “choose to have your loans processed abroad and we’ll finish things more quickly.” Delta’s model is pitched as a tax, “we’re going to charge you for what you want.” They’re two sides of the same coin, but customers aren’t accustomed to paying for this kind of service.
If Delta moves forward with the idea, they would be advised to take a page from the E-Loan playbook: offer callers a shorter hold time if they’re willing to have their calls routed overseas. (Conversely, customers preferring US-based agents would pay for the service through longer hold times.)