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If you find yourself getting caught up in value segments and demographics and purchase patterns (all essential information, of course), remember to step back and also consider the people behind the numbers, actions, and other data points. Do you know what truly drives customers' behavior? Have you take steps to learn your importance to them, to determine what would inspire them to become more engaged, more valuable--whether that's through purchase, referral, or perhaps, interacting through lower-cost channels?

I think Enterprise is a company that understands this human side of business. Now, I love kiosks as much as the next person; years ago I rented through National and the kiosk made the process smooth, simple, and quick. But there's nothing like walking up to the Enterprise counter and having the associate look you straight in the eye, smile, shake your hand, and welcome you. Sure, its prices are good; but so are Dollar and Thrifty's. It's the human touch, the idea that you're more than a walking wallet, that attracts me (and others like me, I'm sure) to Enterprise. I feel valued as a customer. In fact, after the first time I rented with Enterprise, I've never rented with any other provider.

On a recent trip to Naples, FL, I rented a car from Enterprise. What I saw when I arrived in the car rental area at the airport didn't surprise me at all: most of the car rental counters had no one in line; a couple had just one or two customers waiting; Enterprise had a long line. No, it wasn't due to slow service or too few associates. The line moved quite quickly. I think it was due to the fact that Enterprise understands and delivers what its customers value, and customers respond accordingly--with their hearts and their business.