Alamo and Enterprise Lead Rental Cars in Customer Experience

We recently released the 2015 Temkin Experience Ratings that ranks the customer experience of 293 companies across 20 industries based on a survey of 10,000 U.S. consumers.

Here are some highlights from the rental car industry:

  • Although down from its peak of 61% in 2012, rental car agencies saw a slight increase in their average experience ratings, from 59.3% in 2014 to 60.0% in 2015.
  • Alamo claimed the top spot and continued its upward trend. It increased by eight percentage-points between the 2013 and 2014 TxR, and by another nine points between the 2014 and 2015 TxR. Enterprise earned the second spot with a Rating of 67%.
  • For its first year on the Ratings, Fox Rent A Car took the bottom spot with a rating of 42%, placing 292nd out of the 293 companies we evaluated.
  • Rental car companies made up three of the bottom twenty companies: Fox Rent A Car (42%), Dollar (47%), and Thrifty (50%). Overall, scores in this industry ranged from “very poor” to just “okay.” And the industry tied for 15th place out of 20 industries with an average rating of 60%.
  • Rental car agencies also increased their average rating in both the success and the effort component. Their success average increased from 62% to 63% and their effort average increased for 63% to 64%. The industry’s emotion average stayed steady at 53%.
  • Alamo, Enterprise, and National were the only companies to score above the industry averages in all three TxR component categories. Alamo recorded the highest scores for success with 74% (11 points above the industry average) and emotion with 61% (eight points above the industry average), while Enterprise scored highest for effort with 72% (eight points above the industry average).

1503_RentalCarsTxRoverview1503_RentalCarsTxRcomponents 1503_RentalCarsTxRchanges


Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

One thought on “Alamo and Enterprise Lead Rental Cars in Customer Experience”

  1. These results are not surprising. Good to see, but not surprising. Afterall, these companies have been at the forefront of innovative uses of social media to connect with customers. (I had occasion to write about one such interaction a few years ago in a post titled: Integrating Social Media into a Customer Experience Strategy

    Thanks for publishing the results!

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