Promoting Customer Service at Enterprise Rent-a-car
Enterprise Rent-a-car is a $15 billion car rental company with more than 7,700 offices worldwide. The success of the company can be largely attributed to the customer service approach adopted by employees within the organisation. The company has invested heavily in customer service initiatives and in training staff to a very high level. The company operates a “promote-from-within” approach in an effort to retain staff and develop leaders within the organisation. Enterprise Rent-a-car have a fundamental belief that hard work and high performance should be rewarded. Enterprise Rent-a-car has been recognised for its commitment to training and has been named in Businessweek’s Annual 50 Best Places to Start Your Career for the last five years. Increasingly, branch managers have been responsible for inducting new employees, managing performance and providing coaching and mentoring to staff. Branch performance is measured across four core areas called “the balance areas”. These comprise customer service, employee development, fleet growth and profitability. These core areas are measured monthly. Employee training consists of a mix of practical and classroom-based learning. The training is viewed as critical to ensuring that the business can grow quickly and that performance can be improved.
Due to the covid-19 pandemic and with many car rental branches located at airports, profits at Enterprise Rent-a-car has dropped dramatically. Demand for car rentals have dropped by 40% and many customers are worried about the health risks of hiring a rental car. Like other car rental companies, Enterprise Rent-a-car now offers “touchless” rentals and customer service has become more important than ever.
You are the branch manager at Enterprise Rent-a-car at a local airport outlet. You have just hired 5 new graduate employees and need to design a one-and-a-half day induction programme for these new employees. The importance of customer service needs to be emphasised on the induction programme.
Prepare a document according to the following instructions:
Page 1 – Training Objectives (Half page): Using the methodology outlined in class, set out the key objectives for the training programme (in a table format). Please ensure your objectives satisfy SMART criteria
Page 2 – Structure of Training Programme (One page): Using a table format, please set out the structure for your training programme. Your structure should include realistic timings, the training interventions to be used and the key purpose for each session within your training programme.
Page 3 and 4 – Justification of Choice of Training Interventions (One-and-a-half pages): Reflecting upon the structure of the training programme, please elaborate upon the sessions you will deliver on the training programme and the interventions you are using. Refer to the literature to support your approach.
Page 5 – Reference List (Half page): Please provide a full reference list for all sources you have used. Your reference list should follow Harvard Referencing Guidelines. Document is clearly laid out and easy to follow with no spelling and syntax errors.
• You are entitled to make assumptions about participants who will take part in the training programme. However, you need to outline the assumptions you are making (for example, gender, age, education of participants) and such assumptions need to be reasonable and realistic to the case.
• Please adhere strictly to the page limits indicated.
• No appendices are allowed and students should use font 11 or 12 in their submission
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