Exceeding Customer Expectations

About the Author

Kirk Kazanjian is an acclaimed author, speaker, and expert on business, finance, marketing, and customer service. With over a dozen best-selling books to his name, Kazanjian has established himself as a leading voice in the field of business strategy and personal finance. His work is frequently featured in major media outlets, including CNBC, CNN, and Bloomberg, where he shares insights on various aspects of business and management. His writing is known for its clarity, practicality, and actionable advice, making complex business concepts accessible to a wide audience.

Main Idea

"Exceeding Customer Expectations" by Kirk Kazanjian explores the extraordinary journey of Enterprise Rent-A-Car, a company that grew from a small leasing operation into a $9 billion global giant. The central thesis of the book is that the success of Enterprise is deeply rooted in its unwavering commitment to customer and employee satisfaction. The company’s mantra, "Take care of your customers and employees first, and the profits will follow," encapsulates a philosophy that has driven its growth and differentiation in a competitive market. The book delves into the strategies and practices that have enabled Enterprise to build lifelong customer loyalty, foster a positive work environment, and achieve sustained profitability.

Table of Contents

• Introduction
• Building a Customer-Centric Business
• The Importance of Employee Empowerment
• Exceeding Customer Expectations: The Enterprise Way
• Innovative Business Practices
• Challenges and Resilience
• The Role of Technology
• Maintaining Core Values
• Conclusion: The Legacy of Enterprise

Introduction

The introduction sets the stage by highlighting Enterprise's impressive growth and the foundational principles laid down by its founder, Jack Taylor. From humble beginnings in a basement office, Enterprise has become a dominant player in the car rental industry. The book emphasizes the company's focus on customer and employee satisfaction as the cornerstone of its business model. This principle is echoed throughout the book, demonstrating how a customer-centric approach can lead to exceptional business outcomes.

Building a Customer-Centric Business

One of the core themes of the book is the significance of building a business that prioritizes customer satisfaction. Enterprise's approach goes beyond simply meeting customer needs; it strives to exceed them. This philosophy is embodied in their famous slogan, "Pick Enterprise. We'll Pick You Up," which highlights the company's commitment to convenience and customer care.

"The success of Enterprise is not based on technical proficiency or a complicated business model. We derive our success from careful adherence to a commonsense approach: We treat our customers well, we give our employees respect and opportunities to grow, and we know that if we stick to these two rules, profits and growth will naturally follow." - Kirk Kazanjian

The book elaborates on how Enterprise's customer-first approach is implemented at every level of the organization. For example, employees are trained to provide personalized service, such as greeting customers by name and ensuring a smooth rental experience. The focus is on creating a "completely satisfied" customer, as this group is more likely to become repeat customers and recommend the service to others.

The Importance of Employee Empowerment

Enterprise's success is also attributed to its unique approach to employee management. The company believes that happy employees lead to happy customers. This is achieved through a comprehensive training program, opportunities for career advancement, and a profit-sharing system that incentivizes employees to excel.