100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

100 GREAT BUSINESS IDEAS • 43

strong sense of corporate identity and commitment to customer

service, Ryder ensured that there were additional products and

services available at its outlets. These included information about

the advantages of using Ryder’s towing equipment and details of

longer-term discount rates.

The benefi t of these measures to customers was closely monitored
with a customer satisfaction survey, prominently placed in each
truck cab. Apart from checking customer satisfaction, they
highlighted Ryder’s renewed commitment to service, enhancing
future sales prospects. This approach contributed to Ryder’s ability
to turn around its business.

In practice

• Ensure that existing and potential customers have easily
  available information about the various services and benefi ts
  your company offers.


• Collect feedback from clients to ensure their satisfaction and to
  present an image of your company as customer focused.


• Enable customers to use your product—provide them with
  instructional information, ideas, online guides, people to talk
  with—anything that will empower the customer and help them
  adapt your product to their needs.