Enterprise

“Take care of your customers and
Employees first, and profit will take care of itself.”

Summary

Jack Taylor founded Enterprise in 1957 in the United States. Enterprise Rent-A-Car is the number one rental car company in North America and perhaps in the world.   It is a privately-owned business with more than 6000 branches in the USA and 850 branches in Europe.   They have more than 65,000 employees and 850,000 cars by around $9.2 billion revenue per year. Their three main activities to renting vehicle to the customers are for whom:

  1. Need a car due to accident or theft

  2. Need a car for short trip

  3. Need a car in town for short business purpose

When we are talking about service business the most important aspect is to meets customer needs by highest service quality. The management team at Enterprise Rent-A-Car developed a simple but highly effective way of finding out what keeps customers happy. They created a questionnaire for customers based on two questions:

  1. How would you rate your last Enterprise experience? This is ranked on a scale from ‘completely satisfied’ to ‘completely dissatisfied’.

  2. Would you rent from Enterprise again?

This is a new type of customer survey. A main problem with customer surveys is that the respond rate is very low because the surveys are long and complex. The opposite is true in this case. The results of the survey form part of the Enterprise Service Quality index (ESQi). This is the basis for measuring performance of the various rental branches of Enterprise.
The purpose of this particular case study is to show how the Enterprise Company became successful because of their sensitivity about customer needs and tracking them continuously to make sure of their satisfaction. They believe that customer satisfaction is an investment. It is the equivalent to research and development in a manufacturing company. Customer service is an important part of the culture of Enterprise. By this vision... [continues]

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