The Keys to Driving Loyalty

Ron CerkoVP- Travel Industry RelationsEnterprise Holdings Inc.

Driving Loyalty

How to turn every customer

into a raving fan for your

brand

Customer Loyalty

Jack Taylor believed in a commodity business, you must put a fresh twist on things otherwise decisions are based solely on price with no loyalty.

If you are able to that, people are likely to choose you without even looking at the competition.

Examples: Costco, FedEx, Starbucks

Stand Out from the Competition

Meet an overlooked customer need Serve a specific and uncrowded niche Dedicate yourself to delivering excellent

service Offer something your competitors don’t Develop loyalty through solid execution Be humble & authentic

Think Differently

Customers & employees first; profits will follow Initiatives based on customer & employee

satisfaction Solve problems that others haven’t Find new ways do routine activities Do business in markets where your

competitors aren’t Be ready to seize opportunity when it strikes

Customer Service #1

“Customer service is the most important thing we do. I want customers to say this is the best company they have ever done business with”

Jack Taylor

Why Customers Leave

1% percent die 3% percent move away 5% develop other relationships 9% leave for competitive reasons 14% are dissatisfied with the product 68% go elsewhere because of the poor

way they were treated by company employees

Deliver Dazzling Service

Strive for complete satisfaction (top box) Good service is bad Hold employees accountable Ask customers how they liked your service Empower employees at all levels Resolve any disputes immediately

Deliver Dazzling Service

Be where your customers need you most Have consistency between locations Find ways to enhance the customer’s

experience Great service is about the simple things Sometimes less can be more Don’t gouge customers by overcharging or

extra fees

Move from Good to Excellent

Smile- even if customers can’t see you Acknowledge each customer warmly and

promptly Make eye contact and shake the

customer’s hand Use the customer’s name Be enthusiastic, polite and sincere Do more than the customer asks/expects

Three Critical Questions

How was our service? What could we have done to make your

experience better? If there was a misstep, what can we do to

make it up to you?

Partner Loyalty

Continually earn and cultivate the loyalty of your partners, since they have the potential to help build your business rapidly.

Remember that such arrangements come with important responsibilities, as their customers become your customers.

Rules for Successful Partnerships

Solve your partner’s problems Make the relationship mutually rewarding Don’t go for the last oink out of the pig Keep the lines of communication open Never rest on your laurels

“It comes down to doing the right thing for our company by doing the right thing for our customers and our business partners”

Andy Taylor

Do the Right Thing

National Ranks Highest National Car Rental ranked "Highest in

Rental Car Customer Satisfaction" in the J.D. Power 2013 Rental Car Satisfaction Study

Enterprise Rent A Car placed 2nd and Alamo Rent A Car placed 3rd

Surveyed leisure and business travelers who rented vehicles at North American airports

“Receiving an award rated by our customers is the highest honor we could receive. Our road warrior customers are some of the most discerning and demanding in our industry. And they’re very hard graders.”~ Pam Nicholson, CEO and president of Enterprise Holdings

National received the highest numerical score among rental car companies in the proprietary J.D. Power 2013 Rental Car Satisfaction Study  SM. Study based on 12,382 responses measuring 13 companies and measures opinions of business and leisure travelers who rented a vehicle at an airport location. Proprietary study results are based on experiences and perceptions of surveyed in September 2012 - August 2013. Your experiences may vary. Visit jdpower.com.

Thank you for your loyalty and being a great business partner!