Service Quality Management - the one Number You Need to Grow

Service Quality Management

MKTG 674

Essay 5: The One Number You Need To Grow

                                   Submitted by: Sukruth Devendra

The One Number You Need To Grow

“The One Number You Need To Grow” article explains about how a company should connect customer loyalty surveys with that of key driver of profitable growth and ensuring to create more promoters and fewer detractors which helps the company to grow to a greater heights.

CEO of Enterprise Rent-A-Car, Andy Taylor mentioned when ranking the branches, the company counted only the customers who gave the experience the highest possible rating. With which, even I was taken back and surprised. The reason he took only highest possible ratings to rank the branches was, he wanted the company to focus on a key driver of profitable growth i.e. customers not only returning but also recommend Enterprise to their friends and peers.

I believe the CEO’s approach was the right one to ensure profitable growth to the company, as putting myself in the customer’s shoes, I would recommend any restaurant or any service to my peers only when I have been extremely satisfied with the services provided to me as my reputation would be at stake.

The concept of loyal customers is explained very well in this article where they say, when a customer, friend, employee makes an investment or personal sacrifice in order to strengthen a relationship. They say loyalty is much more than just the repeat purchase. The example which they have given regarding referring a car to your peers or relatives is something which I’ve experienced it myself, where my cousin had bought a bike and down the line I was looking to purchase a bike where my cousin suggested to me the same bike which he had bought earlier.