The Marketing Plan For Business Leasing Company Essay

1026 Words Sep 20th, 2015 null Page
As the company branched out and expanded to different states so Jack changed the name in 1969 to Enterprise Leasing Company, in honor of the U.S.S. Enterprise aircraft carrier upon which he served in the Navy. The energy crises of the 1970s hindered Enterprise Leasing Company’s expansion but accelerated growth occurred in the 1980s even though Hertz and National entered the hometown market. According to Tucker and Salamie (2005), “a key ingredient to Enterprises success was the innovative Customer Giveaway Accounts,which allowed any Enterprise employee to charge off items up to a certain amount in order to satisfy customers.” To motivate employees the company instituted an array of bonus plans and customer service was enhanced with the opening of a toll free reservation call center. Another program called “discretionary rentals” was instituted that offered cars at low cost, so families could visit relatives.
Enterprise has always focused on delivering top-notch customer service, but as the company expanded with growth in the 1990s, customers rated the company with less than satisfactory scores for service. The customer data stunned CEO Taylor indicating the foundation of his company had a fault and needed immediate attention. Enterprise recognized that three factors drive customer satisfaction; attitude and helpfulness of employees, speed of transaction, and cleanliness of cars. As a result, the company began the process of developing a measurement tool for customer…

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