Internal Marketing
- 1. Enterprise Rent-A-CarEnterprise HoldingsUS – Canada - UK - Ireland - GermanyPrepared By: Lawrence Samuels, Erin McCormick, & Sarah FogleUniversity Of Colorado College of Business: Service Marketing Audit
- 2. Agenda Description of Value added ServiceHistoryKey Concepts and LearningRecommendations and ImplementationsPerformanceChallenges For ServicesBibliography“A Special Thanks”
- 3. Description of Value Added ServiceHistory
- 4. Key Course ConceptsService differentiation
- 5. Relationship Marketing for internal and external Customers
- 7. Value EquationChallenges for ServicesValue = Solution + Good Feelings Price + Hassle
- 8. Our brand are most valuable things we ownCustomer service is our way of life ValuesDo you speak the customers language?We strengthen our communities, one neighborhood at a time our doors are openDo you put the customer first ?Great things happen when you listen to our customers and each otherHiring and RecruitmentEnterprise Service Quality IndexTraining and FeedbackAnnual ReviewsMystery CallersDigital Records Measuring Performance
- 9. It’s BackImplementationsRecommendationsKeep records for 3 yearsIntegrate Technology in cars to enhance servicesGreen Promotions Seasonal and Occasional PromotionsExtend their service settings Service Setting Extension
- 10. Mailings at end of record disposal
- 11. CRM- Sophisticated Marketing in Vehicles
- 12. Training toward Service Recovery and Practices.
- 13. Improve Service Encounters Bibliography: “Special Thanks”A special thanks to: Business Week, St. Louis Business Journal, Wall Street Journal, CNN Money, and Fortune for various articles Kirk Kazanjian for the book “Exceeding Customer Expectations” Enterprise Holdings Publications Valarie Zeithaml writer of text book Thanks again, to Enterprise for providing us with this learning experience – opportunity to research such a successful company.