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 Do the Right Thing “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 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!