The Keys to Driving Loyalty Ron Cerko VP- Travel Industry Relations Enterprise 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 2 nd and Alamo Rent A Car placed 3 rd  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 August Your experiences may vary. Visit jdpower.com.

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