Avis has won the 2010 sunday times top brand award
Avis has won the 2010 Sunday Times Top Brands Award for the best car rental company for the seventh consecutive year. This is in an industry characterised by an increasingly competitive market place with amplified noise from other brands.
Avis chief executive Wayne Duvenage says Avis is humbled and honoured to win the award again. “The Top Brands Award is probably one of the most meaningful awards for a brand in the country, not only because the recipients are chosen by the customer, but also because of Top Brands’ research methodology, which is conducted by TNS Research Surveys amongst 3 500 consumers in metro and non-metro areas. In addition, a separate survey is conducted amongst 400 business leaders in respect of categories relating to business needs and services,” he says.
Duvenage says Avis’ customer approach is evident in its long-standing brand promises “We try harder” and “People are more important than cars”. “People are our passion. We make sure we know what our customers feel about us by conducting an intensive Customer Service Index (CSI), which entails in excess of 3,000 interviews every month to gauge their opinions on our products and service levels throughout the business,” he says.
The Avis CSI is conducted by an external organisation and is a measurement system the car rental company has implemented religiously, every month since 2002. The company achieved its highest score of 89.8 (three times in the past year), with its highest rolling 12-month average of 89.1 since inception of the measurement eight years ago.
Duvenage says Avis has never become complacent or arrogant about its number one position in the car rental market over the past four decades. “We will continue to try harder, serve our customers better, nurture a pioneering spirit within the organisation and invest in our people for many decades to come. This is the essence of brand building at Avis and the reason why the business commands a healthy share of the car rental market at just short of 40%,” he says.