Enhancing customer experience to increase revenue

The Second Working Session in this year’s ACI EUROPE Airport Commercial & Retail Conference was entitled ‘Less is more: Are some key profit centres, under-appreciated and worryingly over-exploited by over-ambitious concession targets?’

James Ware, General Manager/Vice President, France, Enterprise Holdings: “We’re continuing to develop our global network, as well as a number of specific service enhancements that have seen excellent response from our customers.”

James Ware, General Manager/Vice President, France, Enterprise Holdings, participated in the session. He will emphasise how focusing on passenger needs and the overall passenger experience results in revenue enhancement and increased mode share.

Indeed, Enterprise Holdings’ main priority is to ensure the best possible customer experience. The company measures its customer service continuously, using the Service Quality Index (SQi) as the benchmark for every branch in its network. The SQi is based on monthly customer surveys that drill down to whether customers were completely satisfied with the service, and then derives a score for each branch. “It means that we can offer support to branches that may need more help, and identify best practice that we can share across our network,” says Ware.

Enterprise Holdings recognises that “service means different things to different people”. Its three car rental brands – Alamo, Enterprise and National – enable the company to provide three very individual types of experience. In Europe, customers of National who are members of the Emerald Club loyalty programme can take advantage of a Priority Service. Those customers get a travel alert outlining the process of bypassing the rental counter and queues entirely.

The company’s rapid expansion programme has seen it grow from one franchise partner in EMEA in 2013 to more than 40 in 2017. “We’re continuing to develop our global network, as well as a number of specific service enhancements that have seen excellent response from our customers. Overall, we are looking at how we can continue to integrate our services to increase customer options,” Ware adds.

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