Avis, the firm known for its ‘We Try Harder’ slogan, has received its seventh straight Sunday Times Top Brands Award for best rental company in the industry. The firm, which has been consistently atop the car hire market during the past four decades, has managed to hold on to its 40 per cent share, a particularly difficult task considering the increase in competition seen in the industry over the past 10 years.

Wayne Duvenage, chief executive at Avis, said that his firm is overjoyed to win the Top Brands Award again, as it is truly one of the most respected accolades a firm can have the honour of receiving. He went on to add that those who work for Avis remain committed to providing the many customers it has all over the world with the best possible customer service, and will continue to live up to the We Try Harder promise in the years to come.

Mr Duvenage added that the Customer Service Index (CSI) is one major component which helps Avis keep tabs on how customers perceive the level of service and care provided by the firm. The CSI is used to gauge customer satisfaction, and information is gathered by conducting 3,000 interviews each month in order to determine how well the firm is performing relative to customer expectations.