Enterprise Rent-A-Car
Questions -- The importance of customer service at Enterprise Rent-A-Car
1. Describe in your own way the simple technique that Enterprise used to find out how satisfied its customers were with their service.
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:
a. How would you rate your last Enterprise experience? This is ranked on a scale from ‘completely satisfied’ to ‘completely dissatisfied’.
b. Would you rent from Enterprise again?
If someone is loyal to a company they will recommend it to their friends. The survey tells Enterprise which customers will return again and again and recommend Enterprise to their friends. The questionnaire helps Enterprise to find out quickly what customers think of each and every one of its businesses.
2. Explain how the method of measuring customer satisfaction provided the company with meaningful data.
Enterprise targeted customers who were highly satisfied and would rent from the company again. These were customers who filled in the top boxes on the survey. Customers who had filled in the survey were called by external telephone researchers. They were asked how many cars they had rented since taking part in the survey and what Enterprise’s share of those rentals had been.
Studying the data showed that ‘completely satisfied’ customers were more than three times as likely to become repeat customers as those who said they were only ‘somewhat satisfied’. This piece of information was like a ‘lightning bolt’ for the company. It showed that customer satisfaction has a direct impact on sales and profits.
3. How did Enterprise use the information it collected? How did this enable the company to make improvements?
The ESQi results have helped to teach Enterprise what drives customer satisfaction. Three factors have been found to be particularly important. These are:
1. Describe in your own way the simple technique that Enterprise used to find out how satisfied its customers were with their service.
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:
a. How would you rate your last Enterprise experience? This is ranked on a scale from ‘completely satisfied’ to ‘completely dissatisfied’.
b. Would you rent from Enterprise again?
If someone is loyal to a company they will recommend it to their friends. The survey tells Enterprise which customers will return again and again and recommend Enterprise to their friends. The questionnaire helps Enterprise to find out quickly what customers think of each and every one of its businesses.
2. Explain how the method of measuring customer satisfaction provided the company with meaningful data.
Enterprise targeted customers who were highly satisfied and would rent from the company again. These were customers who filled in the top boxes on the survey. Customers who had filled in the survey were called by external telephone researchers. They were asked how many cars they had rented since taking part in the survey and what Enterprise’s share of those rentals had been.
Studying the data showed that ‘completely satisfied’ customers were more than three times as likely to become repeat customers as those who said they were only ‘somewhat satisfied’. This piece of information was like a ‘lightning bolt’ for the company. It showed that customer satisfaction has a direct impact on sales and profits.
3. How did Enterprise use the information it collected? How did this enable the company to make improvements?
The ESQi results have helped to teach Enterprise what drives customer satisfaction. Three factors have been found to be particularly important. These are: