Continuous Improvement

Meanwhile, back at Enterprise's St. Louis headquarters, the company's top managers were interested in taking the next steps in their customer satisfaction program. Enterprise had used the percentage of customers who were completely satisfied to develop its Enterprise Service Quality index (ESQi). It used the survey results to calculate an overall average ESQi score for the company and a score for each individual branch. The company's branch managers believed in and supported the process.

However, top management believed that to really "walk the walk" on customer satisfaction, it needed to make the ESQi a key factor in the promotion process. The company wanted to take the ESQi for the branch or branches a manager supervised into consideration when it evaluated that manager for a promotion. Top management believed that such a process would ensure that its managers and all its employees would focus on satisfying Enterprise's customers.

However, the top managers realized they had two problems in taking the next step. First, they wanted a better survey response rate. Although the company got a 25 percent response rate, which was good for this type of survey, it was concerned that it might still be missing important information. Second, it could take up to two months to get results back, and Enterprise believed it needed a process that would get the customer satisfaction information more quickly, at least on a monthly basis, so its branch managers could identify and take action on customer service problems quickly and efficiently.

Enterprise's managers wondered how they could improve the customer-satisfaction-tracking process.

Questions for Discussion

1. Analyze Enterprise's Service Quality Survey. What information is it trying to gather? What are its research objectives?

2. What decisions has Enterprise made with regard to primary data collection—research approach, contact methods, sampling plan, and research instruments?

3. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?

4. What specific recommendations would you make to Enterprise to improve the response rate and the timeliness of feedback from the process?

Source: Officials at Enterprise Rent-A-Car contributed to and supported the development of this case.

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Responses

  • alice
    What decisions has Enterprise made with regard to primary data collection?
    8 years ago
  • jouni hurme
    What means could enterprise use to gather for customer satisfaction information?
    8 years ago
  • brooklyn
    What information is enterprise trying to gather from it's service quality survey?
    8 years ago

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