Enterprise Car Rental Delivers an Exceptional Brand Experience

My wife and I returned from our annual trip to Martha’s Vineyard to ready our home for the rental season. As with any trip these days it’s stressful, taxing and can sometimes be downright painful.

We were in a rush this morning to make the flight, and had to return a car we rented with Enterprise. I always assumed that Enterprise was the car company that car dealers offered you when you brought your car in for repair. When my wife informed that she had attained the best rate from Enterprise I was very surprised, not only at the rate, but also that Enterprise had a location at the airport.

I have come to learn that Enterprise bought National and Alamo car rental in the last year, and that has given them an airport footprint. What really amazed me, besides the fact that Enterprise had provided a better rate than Avis or Hertz, or that they were located on premise at the airport, was the absolutely spectacular brand experience I received when we returned the car.

We were greeted by two folks who quickly welcomed us, and then immediately asked this question: “Was there anything wrong with the car or that detracted from your experience with Enterprise?” I said no (after years of just being happy that a rental car would start, all my expectations were met), which was then followed with “We always want to know if there is something we can do better”. Wow, a car rental company that was actually interested in my experience and if there was anything I thought they could do better. What a novel thought!

A 2^nd young lady then took our luggage (I tried to stop her as I really should have been carrying the luggage) and hauled it to the shuttle van, where the driver then hoisted the luggage onto the bus. This was followed by “Thank you for renting a car with us. Let us know if we can be of service for your next trip”.

Upon arriving at the terminal the driver brought our luggage off, and asked us if we needed anything and then said “Have a safe and enjoyable trip home, and thanks for renting with Enterprise”. My wife informed me that upon renting the car (My wife arrived and rented the car a week prior to my arrival) the service was almost overwhelming, as it was such a shock to the system that someone in the travel industry actually cared about their brand experience.

 

 

I had rented with Enterprise about two years ago, and I didn’t recall this level of engagement or service. What was even more surprising to me was that their employees actually seemed to enjoy working the job. I wondered if there was a push to evolve their brand experience recently and I would love to know how they achieved an integrated experience after acquiring two additional rental car companies. I couldn’t find any direct evidence, but I did come across an article written in that last year that listed five steps for success which I’ve listed below:

·         Ask the customer. Enterprise calls about 2 million customers a year to ask how satisfied they are and whether they would consider renting from Enterprise again.

·         Make happy customers count. While pay depends on branch profits, managers don't get promoted unless they keep customers satisfied.

·         Link arms with partners. An Enterprise computer system, the Automated Rental Management System, or ARMS, connects Enterprise branches with insurers and body shops to track the progress of repairs, saving everyone countless phone calls and faxes.

·         Save money to earn money. The technology, along with Enterprise employees working on site at insurers, has helped reduce the length of wreck-replacement rentals, costing money in the short run but bringing in more business.

·         Help employees grow. Most of Enterprise's top managers started at one of its branches. To add opportunities, Enterprise doesn't expand an office that has grown too busy. Instead, it opens another, partly to give new managers a chance.

Enterprise states on its web site: Every interaction with customers, from the start of an Enterprise Rent-A-Car reservation, until the rental car is returned, is an opportunity for us to please and gain a lifelong customer. With more than 6,500 locations in North America and Europe, it is this emphasis on Enterprise Rent-A-Car customer service that keeps the company growing.

In a time where more and more companies are deploying technology to further disinter mediate human interaction, Enterprise is deploying some old school customer service, and pressing the flesh. In doing so Enterprise is building a brand experience, pinned on service, in an industry that is woefully lacking a similar concept. Nuff said.

Comments

[Andrew Weir]

Great story - thanks for sharing.

I'm really surprised more organisations don't understand the importance of delivering brand experiences like this.

Delighting consumers is a powerful way to build loyalty and potentially advocacy.

We all know that advocacy can drive business success.

As you say...nuff said.

[ed]

Thanks for the comment Andrew Weir. Nothing beats word of mouth either especially in a digital communciations environment.

[car for rent philippines]

That kind of service was all that we wanted. My dad always rent a car wish he know this also. I will show this to him. Thanks.

-filicity-

[Tom]

No , not true

[Bill Hanifin]

Great case study that illustrates the importance of employ training. Good customer experience is founded in employees who are fully informed, well trained and buy in to the effort/campaign/program. Adding a layer of employee incentive to a customer loyalty program can drive results also.

[Van Leasing]

I visited this blog first time and found it very interesting and informative.. Keep up the good work thanks..

[David Padilla]

I am not at all in agreement with you that Enterprise Car rental is the best out there, I will gladly explain why.

I leave in Dorado Puerto Rico just 6.2 miles from the nearest Enterprise Dealership in Bayamon PR. I called for a reservation as my car blew out it's transmission and I have medical appointments scheduled for twice a week for the next 4 weeks.

The "person" that attended me said that they would not pick me up because I do not leave in Bayamon.

I called Enterprise Corporate and they stated that there policy was that the cannot pick up a customer if said customer lives outside of their maximum range of ten miles, when I asked why the Bayamon office would not pick me up she (Shiela customer service) said " I don't know why".

When I called back to the Enterprise office in Bayamon the manager said it was a time issue, it would take thirty minutes to pick me up and return to the office!

For the lack of desire to do your job, and to not comply with what you advertise on tv, internet, even newspaper ads, I say to you Enterprise Car Rental that you have lost a corporate member since 1987 and I will gladly share my lowely opinion of you to anyone and everyone I can.

Fianlly, my advise steer clear from Enterprise Car Rental here in Puerto Rico or anywhere for that matter.

Sincerly Frustrated,
David Padilla
President & CEO
PadCo Endeavors, Inc.