Which question should be asked to every customer who is phone shopping for a rental?

Asking how the customer heard about Enterprise serves several important purposes in the context of rental car services. This question allows the company to gather valuable insights into its marketing effectiveness and customer outreach strategies. Understanding where customers found out about the service can help tailor future marketing efforts, focus on successful channels, and allocate resources more efficiently.

Moreover, this question can establish rapport with the customer by acknowledging their experience and reinforcing the connection between their inquiry and the company's branding. If they mention a specific advertisement or referral, it creates an opportunity to highlight similar offerings or encourage loyalty, possibly leading them to choose Enterprise for their rental needs.

The other questions, while potentially useful, do not provide the same immediate and actionable insights into the customer’s decision-making process or the company’s marketing strategies. For example, knowing a customer's favorite color does not directly influence the rental experience. Knowing how often they rent cars may provide insights into their rental habits, but it lacks the marketing perspective that is crucial for business growth. Inquiring about the type of insurance can be relevant later in the process but is not as foundational as understanding how the customer found out about the service.