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Low-Mileage Rental Cars Key to Delivering Customer Satisfaction to Business Travelers

August 16, 2014 Motoring No Comments Email Email

Every month, National Car Rental’s “Emerald Aisle” locations compete against one another at 65 airports throughout the U.S., not only focusing on customer service scores, but also car-class categories and mileage criteria.

In fact, this triple-pronged measurement – called the Emerald Club Scorecard – specifically tracks mileage to ensure “Emerald Aisle” locations are providing vehicles with less than 20,000 miles.

“For ‘road warriors,’ low-mileage rental cars are always a priority,” said Brad Carr, Vice President for Enterprise Holdings, which owns and operates National Car Rental as well as the Enterprise Rent-A-Car and Alamo Rent A Car brands. “As a result, we carefully measure this critical aspect of airport car rental all year long, constantly stressing business travelers’ expectations while also holding our regional operators accountable for this key metric.”

National Car Rental managers are able to evaluate all “Emerald Aisle” results throughout the U.S. at any time. “They can cross-check both their own rankings and others,” explained Carr, “making the internal competitive process highly visible, totally transparent and extremely healthy.”

It certainly appears that such companywide rivalry is fostering greater consistency at the airport and delivering superior customer service to Emerald Club members. For example, National Car Rental was the highest-ranked car rental brand in the J.D. Power 2013 North American Rental Car Satisfaction StudySM for the first time since 2001, finishing well above the industry average.

National’s high performance is further proof of the resurgence of the National brand. Just seven years ago, National’s future looked anything but bright. Then, in 2007, the Taylor family – who already had owned and operated the successful Enterprise Rent-A-Car brand for 50 years – acquired National and its sister brand Alamo Rent A Car, creating Enterprise Holdings. The company took two years to fully integrate the National Car Rental and Alamo Rent A Car brands and, in the process, carefully drove strategic change throughout the organization. The Harvard Business Review recently highlighted this successful integration process in a candid “How I Did It” bylined article.

Meanwhile, Enterprise Holdings has invested tens of millions of dollars to upgrade National Car Rental facilities and technology and to create new marketing campaigns championing business travelers. Since the acquisition, National’s market share has increased nearly 20 percent, and today Enterprise Holdings’ overall presence now exceeds 33 percent at the airport.

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