The paper 'Analysis of Enterprise Rent-A-Car" is a good example of a business case study. Businesses exist with the sole purpose of profit maximization. Profits emerge from the sale of the organization’ s products to consumers. Therefore, organizations aim at increasing their turnovers through attracting a large clientele base. A challenge, however, exists in maintaining the existing customer and attracting a new market. Customer services play a crucial role in ensuring customer satisfaction and responding to enquiries (Nijssen & Frambach 2001, p. 121). The organizational service triad involves an interaction between the organization, service providers, and customers.
The quality of service provision depends on the employee empowerment and the culture of the organization. Services vary with the variation in customer preferences. Personalized services hence improve the level of customer satisfaction. History of Enterprise Various organizations have improved the level of their service delivery to satisfy their clients (Batt, Rosemary 2003, p. 590). Those organizations include Enterprise rent-a-car, which is among the fastest-growing businesses. It started small with limited resources; few vehicles and a small number of employees. The family-owned business gradually transitioned from a small-scale business to the largest rental-car business in North America.
Despite its large number of operations, enterprise runs its business like a small company. This involves one-on-one interactions with the customers to ensure their satisfaction with the services. Enterprise boasts of nominations for various awards recognizing the exceptional service delivery. Certain qualities of the organization have enabled its success namely communication, management styles, hiring and placement, marketing strategies, and location of office premises. Description of enterprise operations Effective communication best describes the forces behind the success of Enterprise Rent-A-Car. It begins from proper internal communication channels to enhance the timely flow of information between the management and employees.
Largely used channels include basic oral communication during meetings and electronic channels such as video conferencing. The mode of introducing new employees to the company through induction, meetings, and congratulatory notes plays a great role in the motivation to work towards achieving the company’ s goals. External communication utilizes electronic media such as the website to convey information to the customers and other stakeholders. For instance, the use of forums such as the hub ensures the central communication point of authorized announcements to the recipients.
Utilization of both informal and formal methods of communication enhances the flow of information with minimal distortions. Personalization of messages increases the utility level of the customers due to the personal attention awarded to them (Nijssen & Frambach 2001, p. 121). Hiring and placement techniques of any organization determine the professionalism in service provision. Enterprise understands this and stresses on its employment strategies. Human resource management utilizes available talent in its workforce and highly invests in promoting their skills. Its training program includes annual graduate recruitment of approximately 1000 recruits.
Internal selections ensure the promotion of employees with abundant experience and knowledge on the operations of the organization. A pool of qualified employees results from the reinforcement of skills and knowledge made to the employees. This motivates the employees to work harder to develop their skills and get opportunities to develop their careers. Satisfied service providers result in satisfied customers (Wilson et al 2012, p10). This also ensures the integrity of workers in the provision of their services due to their personal drive in ensuring each customer acquires personalized services without compromise.
Outsourcing, on the other hand, attracts new and highly qualified professionals. The hiring of a workforce with relevant skills, knowledge, and qualification ensures the high-quality provision of services. The customer satisfaction, therefore, increases which translate into higher profits for the organization. The enterprise’ s workforce widely represents the cultural, educational level and ethnic diversities within the society. This promotes the corporate image of the organization and attracts customers indiscriminately. Diversity of employees also addresses the issue of a language barrier in communication to various customers and promotes their confidence in the reliability of the organization in the delivery of quality services.
Batt, Rosemary 2003, "Managing Customer Services: Human Resource Practices, Quit Rates, And Sales Growth," Academy of management Journal 45.3 pp. 587-597.
Brink Annekie & Berndt Adele 2009, Relationship Marketing and Customer Relationship Management. SAGE Publications, New Delhi.
Casey Terrance 2004, ‘current issues: Automation, Self-Service, and Analytics Improve the Customer Relationship’, Journal (American Water Works Association)
Vol. 96, No. 8, pp. 34-36, 38
Daanen, Johannes Maria Victo, et al 2006, "Contact center system, and method for specifying different service specific behavior and offering range of corresponding customer services." 6,988,126.
Hugh McLaughlin 2009, What's in a Name: ‘Client’, ‘Patient’, ‘Customer’, ‘Consumer’, ‘Expert by Experience’, ‘Service User’—What's Next? 39: 1101 - 1117.
Nijssen J. Edwin & Frambach T. Rudd 2001,Creating Customer Value Through Strategic Marketing ...
Wilson, Alan, et al 2012, Services marketing: Integrating customer focus across the firm. No. 2nd Eu. McGraw Hill.
Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler 2006, "Services marketing: Integrating customer focus across the firm."