I had the privilege of hearing Ron Cerko, Vice President of Travel Industry Relations for Enterprise Holdings, speak at the BCD Affiliates annual sales and account management meeting, held at The Ritz-Carlton Lodge, Reynolds Plantation in Greensboro, Georgia last month.
In his remarks, Ron referred to Driving Loyalty, by Kirk Kazanjian. The book, though written about the National Enterprise Rent-a-Car story, teaches how any business can be successful through brand loyalty. Some of the highlights Ron pointed out included:
- Think differently!
- Meet an overlooked need in the marketplace
- Find and serve a specific un-crowded niche
- Take care of your customers and employees first–the profits will follow
- Be ready to seize an opportunity when it strikes
- Be the best company your clients have ever done business with
- 68% of lost customers leave because they had poor customer service
- Deliver dazzling service
At Christopherson Business Travel, we work diligently to create and maintain a unique competitive advantage. We have approached the development of our unique services and technology offerings as a science. This is the only way you’re able to succeed in a competitive marketplace.
In order for something to be defined as a “unique competitive advantage” we require that it pass a four-part test:
- It must be objective.
- It must be quantifiable.
- It can’t be a cliché.
- It can’t be claimed by our competitors.
Read more about Christopherson’s four-part test here.