The Enterprise Story--Measuring What Matters: How Enterprise Rent-A-Car Set the Industry Standard for Winning Customer Loyalty
By: and
Sign Up Now!
Already a Member? Log In
You must be logged into Bookshare to access this title.
Learn about membership options,
or view our freely available titles.
- Synopsis
- At its senior management retreat in 1996, Enterprise Rent-A-Car executives should have been rejoicing: the company was growing fast and had just overtaken Hertz as the number one rental-car agency in the United States. But the festive mood of the retreat was shattered by one slide in an otherwise rosy-looking presentation--customer satisfaction scores were flatlining. In this chapter, world-renowned expert on loyalty economics Fred Reichheld and his Bain colleague Rob Markey tell the remarkable story of how Enterprise Rent-A-Car reinvigorated its brand image (and the loyalty of its customers) following this wakeup call. Buttressed by its unique, home-grown system of assessing customer relationships--a metric it calls the Enterprise Service Quality index, or ESQi, Enterprise achieved phenomenal growth and success. The chapter traces the evolution of ESQi, from a run-of-the-mill--and ineffective--customer satisfaction survey to a finely-tuned, useful, and credible tool that quickly became central to the company's mission and culture. Why does this metric work so well? Reichheld and Markey credit ESQi's tight focus on one "ultimate question," its operational accountability, its timeliness, and its direct link to the economics of the business. At Enterprise, branch managers--not outside customer-survey vendors--call dissatisfied customers to immediately rectify any less-than-stellar customer experience. And every employee learns how to ensure clients are delighted--often in unexpected ways--at each point in the rental process. This chapter is a must-read for any manager or executive who doubts the power of a single metric to dramatically increase customer loyalty and boost a company's bottom line.
- Copyright:
- 2011
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.