Cutomer Focused Industries

• The Customer Value Proposition Individual Assignment: Customer Focus
• Due date: April 13th, 2017
• Benjamin S. Gaballa1

• 1Eller College of Management, University of Arizona, Tucson, Arizona, United States of America, bgaballa@email.arizona.edu BNAD 503, 4.13.17

1. The company I chose that feel is clearly characterized as highly “customer focused” is Enterprise Holdings, one of the companies I work for. A little background on my work; I recently started with Enterprise as well I also own my own company (Primal Survival Wilderness Training School.)

I feel Enterprise is the gold standard when it comes to rating a company on how customer focused they are. Everything revolves around it, even your promotability as an individual and your branch depends on it. Enterprise uses what they call an ESQI score to rate every branch. It is calculated by a customer service center calling every customer after their rental and asking them if they were completely satisfied by their customer service. If the answer is anything other that “Completely satisfied, amazing, perfect, fantastic” or another term that would reflect they are completely satisfied, then the ESQI survey is a fail for the branch. The goal for every branch is the corporate average, 82. That’s 82% of the customers that have to say they’re completely satisfied, partly satisfied is the same as saying unsatisfied. If your branch is not at an 82 ESQI 3 month average score, then no matter how good of an employee you are, neither you nor anyone in that branch is promotable.

Though I’ve spent a lot of time on this, I recognize this doesn’t necessarily make Enterprise a customer focused company, but this is how they ensure every employee makes it their number 1 priority. Excellent customer service is in every corner of Enterprise, from their values to their vision statement. Enterprise puts its customers and employees first, and profits will follow, and with $20 billion in profit last year, it’s working. Using ESQI Enterprise hits a 10 out of 10 in all 10 aspects of customer service. From their business objects, identifying customer’s needs, beating competitors. ESQI is life at Enterprise.

2. The company I feel is not customer focused is Apple. I feel they produce products that are all standard and not built to customers wants and needs. There is no variation amongst their product line. They rely on their name and their products working, and the customers “want” for the products. I have never felt like a valued customer with them. I feel like I am just another customer who likes their product. I don’t like going to their store, I don’t like having to call them if there is an issue, and when I have a problem with my product, I just buy a new one instead of trying to have it fixed. I have never been asked my satisfaction level with their service, and I believe this is because they are not customer focused. I would rate them 1/10.