Waltham Oil

4) Ans.As stated in the case the motto of the founder of the Rent-a car enterprise Jack Taylor was 'Take care of your customers and employees first, and profit will take care of itself.' The concept of ESQi or the Enterprise Service Quality index model was also based on this core concept.According to this concept survey is conducted to find out two basic objectives, “what makes customers loyal,and who are the loyal customers of the company”. Enterprise targeted customers who were highly satisfied and would rent from the company again. The customers were segmented prioritywise,with the most loyal customers in the top notch.Telephone Researchers who were specially employed for this purpose conducted this survey through telecommunication with the customers,enquiring whether they are satisfied with the rent-a-car service or not etc,.The scores of the ESQi survey helped the company to find out what makes customers happy and what are the causes of their dissatisfaction if any.The ESQi scores also helped the company to find out underperforming departments of the company and the departments which performed well,as the staffs were asked to rate their peers who according to them is performing well in the field of customer satisfaction,The composite scores then tallied to find out the best performing department and staff,and accordingly they are rewarded through incentives and promotions.
This collection of data on customer opinions is a good example of qualitative data. The collection of data on the numbers of cars rented illustrates quantitative data. The customer satisfaction has a direct impact on sales and profits. This collection of data on customer opinions is a good example of qualitative data.Together the analysis of both types of data helped improve Enterprise's performance.For the Company Rent-A-Car investment in customer satisfaction services is like an investment by Manufacturing companies on Research and development.The ESQi results have been useful in