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Takes Avis as a case example of a company which has empowered its employees to take ownership of customer service by developing high levels of competence, combining knowledge and skill; understanding one’s role in achieving company goals; and responsibility and authority. Looks at Avis’s comprehensive training and development programmes and explains the importance of developing “cathedral” vision. Details six key organization and management processes aligned to the strategy of customer retention through empowerment ‐ goals, practices, rewards, expectation, feedback and modelling ‐ as key to Avis’ success.