About two years ago, when Pink Jeep Tours decided to expand, it investigated exactly what set it apart from the competition and in which areas it could improve.

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The 57-year-old Arizona-based company, which offers sightseeing excursions around the Grand Canyon, Sedona and Las Vegas in bright pink jeeps, had set its sights on growth throughout the US and new markets abroad.

They are real charmers

So the company’s management measured its net promoter score, which gauges customer loyalty and happiness. Pink Jeep found that it wasn’t just its eponymous vehicle colour that helped it score 91 out of 100 on the customer loyalty scale. It was the company’s guides, who must complete 150 hours of training before giving a tour, that were the key in keeping customers happy and keen to return. 

“They are real charmers,” CEO Tim Miller says.

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