Page 5: Monitoring and Evaluating
The whole success or failure of a business’s planning comes down to how well the leadership team keeps track of the extent to which its aims have been achieved. This monitoring process is vital and should be carefully completed. The four aspects, referred to as the ‘hierarchy of objectives’, are carefully monitored to determine how successful the business has been. Enterprise’s vision is to look after its customers and to provide
value within the service they offer to those customers. This is measured by the Enterprise Service Quality Index (ESQi), a tool which the company uses to gauge the level of services being provided to their customers. Service is only deemed to be of the level expected if the customer was ‘completely satisfied’. At the end of the month the percentage of ‘completely satisfied’ customers is calculated. Enterprise has set 85% as the minimum expectation for any of its branches.
A local branch that was consistently below Enterprise’s ESQi target was tasked to raise it above the 85% minimum requirement. The management team started an investigation to find out why they were not achieving a higher rating. Through phone calls and face-to-face interactions with their customers, it found that the majority of leisure renters were happy with the service they received. The issue was with regular business customers who had to provide the same details every time they picked up a car, which they found time-consuming and frustrating.
This then gave the management team an insight into what was causing the ESQi issue and
allowed it to readjust their current strategy to offer the service its customers wanted. Management then decided to pre-write the contracts of all business renters. This meant that the contractshad been customers pre-populated and printed the previous night, so all the had to do was simply sign the contract before heading off on their journey.
The example above shows how effective it can be to evaluate all tactics and methods developed under a strategy. If the local branch had continued using existing strategies and tactics, their ESQi would have been below par and reflected negatively on the branch. The monitoring and evaluation process helped branch employees revise their tactics, thus leading to a positive ESQi score. By constantly monitoring their customer service through the ESQi system, it allowed the local branch staff to identify issues with the current strategy.