Internal Marketing

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Group Project. Presentation and Analysis presented prepared by Lawrence Samuels

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Internal Marketing

  1. 1. Enterprise Rent-A-Car<br />Enterprise Holdings<br />US – Canada - UK - Ireland - Germany<br />Prepared By: Lawrence Samuels, Erin McCormick, & Sarah Fogle<br />University Of Colorado College of Business: Service Marketing Audit<br />
  2. 2. Agenda <br />Description of Value added Service<br />History<br />Key Concepts and Learning<br />Recommendations <br />and <br />Implementations<br />Performance<br />Challenges For Services<br />Bibliography“A Special Thanks”<br />
  3. 3. Description of Value Added Service<br />History<br />
  4. 4. Key Course Concepts<br /><ul><li>Service differentiation
  5. 5. Relationship Marketing for internal and external Customers
  6. 6. Service Profit Chain
  7. 7. Value Equation</li></li></ul><li>Challenges for Services<br />Value = Solution + Good Feelings<br /> Price + Hassle<br />
  8. 8. Our brand are most valuable things we own<br />Customer service is our way of life <br />Values<br />Do you speak the customers language?<br /><ul><li>We strengthen our communities, one neighborhood at a time our doors are open</li></ul>Do you put the customer first ?<br /><ul><li>Great things happen when you listen to our customers and each other</li></ul>Hiring and Recruitment<br />Enterprise Service Quality Index<br />Training and Feedback<br />Annual Reviews<br />Mystery Callers<br />Digital Records <br />Measuring Performance<br />
  9. 9. It’s Back<br />Implementations<br />Recommendations<br />Keep records for 3 years<br />Integrate Technology in cars to enhance services<br />Green Promotions <br />Seasonal and Occasional Promotions<br />Extend their service settings <br /><ul><li>Service Setting Extension
  10. 10. Mailings at end of record disposal
  11. 11. CRM- Sophisticated Marketing in Vehicles
  12. 12. Training toward Service Recovery and Practices.
  13. 13. Improve Service Encounters </li></li></ul><li>Bibliography: “Special Thanks”<br />A special thanks to:<br /> Business Week, St. Louis Business Journal, Wall Street Journal, <br /> CNN Money, and Fortune for various articles<br /> Kirk Kazanjian for the book “Exceeding Customer Expectations”<br /> Enterprise Holdings Publications<br /> Valarie Zeithaml writer of text book<br /> Thanks again, <br />to Enterprise for providing us with this learning experience – <br />opportunity to research such a successful company. <br />

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