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National Celebrates 25th Anniversary of Emerald Club on Facebook

National Car Rental, celebrated the 25th anniversary of its Emerald Club, the car rental industry’s first frequent renter program. The Emerald Club launched on St. Patrick’s Day in 1987. Throughout March, National’s Facebook fans participated in the celebration by submitting their favorite memories of 1987 — via anecdotes, photos or video — for the chance to win a $25 gift card in its “Blast from the Past” sweepstakes.

“Twenty-five years ago, National revolutionized our industry by introducing the first frequent renter program. Today, road warriors choose National for business rentals because we provide their easiest travel transaction of the day,” said Rob Connors, assistant vice president of marketing for National Car Rental. “We relentlessly pursue our goal to make the rental experience faster, more convenient and more streamlined for our valued Emerald Club members. That’s why our membership grows each year.”

Today, Emerald Club’s members enjoy an expedited rental process with counter bypass as well as Drop &Go service with convenient e-receipts. The Emerald Club program also provides electronic “Arrival Alerts” and access to National’s “Emerald Aisle,” an exclusive section of the lot where members can select any vehicle as long as they reserve a mid-size car; members only pay the mid-size rate, even if they choose a larger-class vehicle. National offers customers 63 Emerald Aisle locations in the United States and Canada, including the top 50 airports for business travel.

“Vehicle choice, premium service and valuable frequent-renter rewards keep me coming back to National Car Rental again and again,” said Buzz Doering, President, Buzz Doering Consulting, a 25-year charter member of the Emerald Club.

In February, National celebrated an equally important milestone – achieving the highest 12-month total NSQI (National Service Quality Index) score in the brand’s history. Customer service scores are tabulated and tracked every month for the National brand. The NSQI score is based on customer feedback about the quality of customer service experience.

National earned the “Leading Edge Award” from Executive Travel magazine, recognizing the brand as the top rental car service in the travel industry in 2011. In addition, the Emerald Club was honored as the 2010 and 2011 Best Rental Car Loyalty Program in the annual Editors’ Choice Awards by SmarterTravel, the largest online source of independent expert advice for the budget-conscious traveler. National received the honor in recognition of the brand’s “Emerald Aisle” service and numerous other customer benefits, including expedited rentals.

Has your loyalty program endured as long as National’s? Maybe it’s time to refresh your program and keep it relevant to your loyal followers. Let Customer Insight Group show you how.

Sallie Burnett
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