Auto Rental News last profiled Fox Rent A Car in its March/April issue in 2004. In five years, the Los Angeles-based company has opened three new locations (for a total of 10) and has grown revenue by 350 percent.
You might think co-owners Mark Mirtorabi, Mike Jaberi and Allen Rezapour have reinvented the wheel in that time to propel such strong growth. Not so. The company’s business model remains targeted on what got them this far: a conservative approach to expansion, a focus on the leisure market and using technology-based solutions to generate sales, manage rates, lift customer service levels and reduce paperwork.
Tracking Customer Service
Fox has built automation into every level of the company, and that includes a method to track customer service using an automated survey. After returning a car, the customer receives an online survey within 48 hours. The questions ascertain whether the customer derived value from the Fox rental experience.
“One of the strongest points we’ve seen in our survey is that customers are happy with the value they’re getting in terms of the money they spent, the type of car and the service they received,” says Jaberi.
Fox also tracks repeat business through its loyalty program using custom-made software developed with TSD.
The company is one of a handful of RACs rated by JD Power and Associates. “We’re hoping with all the changes in our customer service that we will get a much better rating than last year,” Jaberi says. “We’re putting everything under a microscope to see how we can increase that percentage.”
High levels of customer service start with employee training. “What happens behind the curtain is very important to what happens in front of the customer,” Rezapour says.
Fox has hired an off-site company that holds training seminars. Every employee in the company is required to attend the seminars and they get a certificate upon completion.
Fox has an internal department devoted to training as well. The goal is “to keep employees happy and motivated, which, ultimately, will reflect in the customer service they give,” says Rezapour.