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Internal Marketing

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Group Project. Presentation and Analysis presented prepared by Lawrence Samuels

Group Project. Presentation and Analysis presented prepared by Lawrence Samuels

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Transcript

  • 1. Enterprise Rent-A-Car
    Enterprise Holdings
    US – Canada - UK - Ireland - Germany
    Prepared By: Lawrence Samuels, Erin McCormick, & Sarah Fogle
    University Of Colorado College of Business: Service Marketing Audit
  • 2. Agenda
    Description of Value added Service
    History
    Key Concepts and Learning
    Recommendations
    and
    Implementations
    Performance
    Challenges For Services
    Bibliography“A Special Thanks”
  • 3. Description of Value Added Service
    History
  • 4. Key Course Concepts
    • Service differentiation
    • 5. Relationship Marketing for internal and external Customers
    • 6. Service Profit Chain
    • 7. Value Equation
  • Challenges for Services
    Value = Solution + Good Feelings
    Price + Hassle
  • 8. Our brand are most valuable things we own
    Customer service is our way of life
    Values
    Do you speak the customers language?
    • We strengthen our communities, one neighborhood at a time our doors are open
    Do you put the customer first ?
    • Great things happen when you listen to our customers and each other
    Hiring and Recruitment
    Enterprise Service Quality Index
    Training and Feedback
    Annual Reviews
    Mystery Callers
    Digital Records
    Measuring Performance
  • 9. It’s Back
    Implementations
    Recommendations
    Keep records for 3 years
    Integrate Technology in cars to enhance services
    Green Promotions
    Seasonal and Occasional Promotions
    Extend 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.

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