What is the primary goal of the "Enterprise Advanced Technology" initiative?

The primary goal of the "Enterprise Advanced Technology" initiative is to improve customer service. This initiative focuses on leveraging technology to enhance the customer experience throughout the rental process, from booking to returning the vehicle. By integrating advanced technological solutions, Enterprise aims to streamline operations, make transactions faster and more convenient, and ultimately provide a higher level of service tailored to customer needs.

This focus on customer service is vital as it helps foster customer loyalty and satisfaction, which are crucial in the competitive car rental market. Enhancing customer service through technology can lead to increased efficiency and better communication with customers, allowing Enterprise to meet and exceed customer expectations more effectively.