“The people who are most successful are the ones who listen most closely to the customer. We follow the two ears, one mouth rule.”  Andy Taylor president of Enterprise Rent-A-Car stated this in an interview with the magazine at Inc.com titled, “10 Questions for Andy Taylor.”  Enterprise Rent-A-Car was created in 1957 by Jack Taylor and is now the largest car rental company in North America.  Enterprise believes providing rental cars is not the only contribution to the company’s success, but offering great customer service has allowed them to grow and encounter numerous opportunities.  Tribute to their growing success is solely based on having a solid commitment to the service provided to each customer.  In an interview with Ned Maniscalco, Enterprise Rent-A-car’s manger of public relations, he discussed the company’s exceptional customer service practices.

Even in the early days of business, Jack Taylor made it a mission to develop a relationship with customers and it is continued today by his son Andy Taylor.  Enterprise’s philosophy is if you primarily tend to the customers and employees first, then the profits will eventually follow.  Keeping customers and employees satisfied provides room for growth within the company.  

Enterprise was determined to hold on to Jack Taylor’s original customer service philosophy throughout their rapid growth in the 1980s and 1990s.  Enterprise needed to find ways to maintain exceptional customer service to every customer.  According to an article by Andy Taylor titled “Top box: Rediscovering customer satisfaction,” the company decided to incorporate their goal of superior customer service into their mission statement in the early 1990s.  A section of their mission statement reads, “We will strive to earn our customers' long-term loyalty by working to deliver more than promised, being honest and fair and ‘going the extra mile’ to provide exceptional personalized service that creates a pleasing business experience.”  Customer service is the foundation of Enterprise’s business and by adding it to the mission statement it has proven to be the number one priority.  

Approaching the mid-1990s Enterprise was ready to try something new with customer satisfaction.  Several people were extremely satisfied with their service at Enterprise, but there were still those who were not and this meant the mission statement was not being fulfilled.  Enterprise Service Quality index is a measurement system developed by a team of Enterprise executives which enabled them to measure each customer’s experience.  The ESQi measurement is conducted by surveying customers and asking them about their overall car rental experience and whether or not they would choose Enterprise to rent from again.  Maniscalco stated that from the surveys the company found those customers who were most satisfied with their service at Enterprise were three times more likely to return and recommend Enterprise to others.  Those repeat customers are who help Enterprise continue to grow and sustain business. 

This measurement not only measures customer satisfaction but allows the company to focus on individual branch performance.  ESQi helps set standards for employees to achieve.  Employees with scores below the ESQi corporate average would not be considered for any recognition.  According to Mr. Maniscalco, in order to receive a promotion an employee must meet or exceed these standards.  Great customer service is mastered by well trained employees.  ESQi has given Enterprise employees a sense of determination and has proven to be one of the best changes the company has made.

Enterprise is committed to their customers’ feedback.  They handle each customer’s complaint with a personal phone call or letter to assure the poor experience was not overlooked.  Mr. Maniscalco mentioned that Enterprise prefers to address customer complaints at the branch, by “actively listening to the customer with understanding, apologizing and trying to find a solution that will ensure their satisfaction.”  By taking the time and going the “extra mile” to focus on individual customers it keeps them coming back to rent cars from Enterprise.

The key to growing a successful business is allowing your company to build a loyal base of customers.  Complete customer service satisfaction certainly did not happen over night for Enterprise, but with a dedicated and motivated workforce the company offers outstanding service to every customer.  Enterprise Rent-A-Car is a perfect example of how focusing entirely on customers first will eventually bring growth and prosperity.  According to Andy Taylor’s article “Top box: Rediscovering Customer Satisfaction,” Jack Taylor expresses his business philosophy by stating, “Repeat customers are the quickest way to build a solid base of business.”