![]() ![]() ![]() While researching a case study based on Zipcar’s reaction to my suggestion, I stumbled on this article about Enterprise: 9 Confessions From A Former Enterprise Rental Salesman. Oddly, Steve never included Enterprise in his case studies, saying, “I’ve not been delighted.” Now I understand why. It led Steve Denning to identify Customer Delight as the ultimate goal of every company. It was the case study that launched Fred Reichheld’s Ultimate Question and Net Promoter Scores. Today, Enterprise rent-a-car is the #1 car rental company. The purpose of rental car company is to separate you from your money - and making a car available is what they do for the privilege. Either you buy gas you don’t use (prefueling) or you pay egregious rates for them to fill it up afterwards. And let’s not forget, whichever fueling option you choose, you’ll get ripped off. All you want is your car, but they want to sell you as many unneeded and overpriced services and/or upgrades as they can. If you have to talk to an agent when you pick up your car, you’ll have to defend your wallet while at the counter. Quasi-insurances like LDW, CDW, SLI, PAI, PEC (whatever they mean) or additional devices like GPS or EZ-Pass can easily double the daily cost of the car. You can reserve a car online and it may look cheap, but the ‘rental price’ is only part of the story. This is so completely different than renting from the classical car rental agencies. On arrival, I went to the Zipcar lot, found my car, put a smartcard on the windshield and drove away. To reserve the car, I went to the website and picked a model based on features, real-time availability and price. I took Amtrak’s (almost) high speed Acela train to Newark, NJ and then got a Zipcar to drive to my final destination. Last week, a customer engagement took me to northern New Jersey. ![]()
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