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Who are your best customers? How can you make good customers better? Who should you try to lure away from the competition? Once you win them over, how can you secure their loyalty? Which customers are likely to defect, and how can you prevent that? Those are perennial questions for most any organization. The answers can be elusive if your customer base includes millions of individual and business accounts, more than a million transactions a week, and the largest fleet of passenger vehicles in the world. This paper describes how Enterprise Holdings, the world's largest rental car company, continually seeks to improve its value to customers and in turn, customers' value to the company.