It was a time for hope in America as the country struggled out of the depths of the Depression in the late 1930's.

New York offered a new World's Fair, symbolized by the striking Perisphere and Trylon, and many Americans drove across the country to see the new ideas that were presented there.

Hollywood was booming.  It did its share to lift the nation's spirits with such glamorous new stars as Clark Gable, Jimmy Stewart, Jean Harlow, Bette Davis and Carole Lombard-and a pair of travelers, Bob Hope and Bing Crosby, who gave the country a series of hilarious "Road shows."

The American Dream

It was around this time that a man named Lawrence Starr, looking for a new challenge, branched out into a whole new enterprise in Chicago.  He already owned a successful small business which he had started in 1919 with $300 he had borrowed from a local loan company.

At that time he recognized a viable market for used tires because new tires were so expensive.  Larry Starr worked hard, established an excellent credit rating and ultimately gained a B.F.  Goodrich tire franchise. He named it Biltmore Tire Company.

He eventually expanded his product line so that it featured such other big names in tires as Firestone, Goodyear, General, Uniroyal, as well as familiar names in auto parts.

Then, in 1939, he got the break he had been hoping for. A local car dealer named Zollie Frank was starting into the car leasing business, and he wanted to have replacement tires included in his contracts.  He knew Larry Starr because Larry had been selling him tires and auto parts for his new car dealership, and Zollie Frank wanted Larry to handle the replacement tire business for his leased vehicles as well.  This was the real beginning of an entire industry.  And, it was the beginning of the company known as Consolidated Service Corporation.

As Larry Starr worked to expand his fledgling company, along came one business problem he could not overcome: a world war.  Tire rationing began early in 1942.  Larry was dedicated to his country, and his customers.  He went to the rationing board where he was awarded special allocations, since many of his fleet customers were involved in vital war contracts.

A New Beginning

After the war, America began to revitalize itself and to rebuild its economy.  Servicemen and women went back to college in droves on the G.I. Bill.  Motorists were excited by the innovative designs of the new cars.  An optimistic spirits swept the country.

This same spirit was reflected in the Starr enterprise just as his son, Pat, fresh out of services to his country in the U.S. Navy, joined the business. As a result, now there were two Starrs working hard to service their customers.

A major factor in providing another big opportunity for Consolidated Service Corporation came about after the war as the result of many large companies changing some of their basic policies.

For instance, these companies moved away from having salespeople drive their own cars for business and reimbursing them for their car expenses.

Companies moved instead to furnishing sales people with company owned or leased vehicles.

A Breakthrough

In 1949, Larry Starr worked out an arrangement with B.F. Goodrich to install tires for his customers through the national network of B.F. Goodrich stores.  Before that time, all fleet vehicle tire replacements had to be shipped from Chicago to the individual driver's home!  Crucial orders were shipped by Greyhound Bus -- usually arriving within 24 hours.  Service to the customer was still the utmost aim of CSC.

This was a real breakthrough and, as a result, he and Pat saw their Tire Service Program grow.  The experience gained by CSC in implementing this program was the perfect catalyst for further development of the industry's first national Account Tire Replacement Program.

As their growing company moved into and through the 1950's, Pat was given the prime responsibility for developing new programs, and to expand on a number of opportunities they both saw for the future.

NAFA Is Formed

Another event that would call for Pat's active participation in the late 1950's was the formation of the first industry organization, the National Association of Fleet Administrators (NAFA).

Many of today's active company memberships were recruited by CSC and Pat Starr.

Pat recognized the need for an annual NAFA Convention.  He became actively involved in the very early days when NAFA Conventions were held only in Detroit, "the motor city."

In those days, there might be only 60 people in attendance - a far cry from the numbers in attendance today!

Innovation

In time, Consolidated Service Corporation became the innovator of many vehicle maintenance programs.  They gave assurance to customers that they could not only receive faster repair service on a national basis, but they could also plan a regularly scheduled preventive maintenance program.

In those days, repairs to vehicles took one to two days.  CSC, through its system and its network of  national account locations, cut the costly downtime to a few hours.  This was another CSC industry first.

More and more customers, recognizing the value, were attracted to these new and unique programs.  This resulted in additional opportunities for Consolidated Service Corporation.

A Matter of Attitude

Early on, both men recognized the importance of an intangible in the service business: attitude.  So, first of all, they made a special point of setting the right example for their employees in responding to customer needs and requests.

They insisted on a corporate attitude that included a strong customer involvement for all staff members.  They believed in the old adage:  "the customer is always right."  As a part of this, they also stressed the significance of listening carefully to customer questions and comments.

This corporate attitude of listening carefully has resulted in some innovative ideas; new programs that helped Consolidated Service Corporation; and a strong customer base that still includes some of their first customers.

So, a total commitment to service has been the guiding philosophy of the company from those early days.  They take pride in being responsive to their customers, and in treating people in the most helpful way possible.  This important matter of attitude towards CSC customers is really corporate policy today.

Another key philosophy that helped the growth of the company was an insistence on clear, strong communications with customers and prospects.

Larry had even created a slogan for all employees of CSC that was a consistent part of their earlier internal communications: "Sales - but service built our business!"

A Loss

In 1962, the company experienced a serious loss in the death of its founder, Larry Starr.  But Larry had designed the foundation for a solid organization, and the two Starrs, father and son, had been able to work together for 15 years.

Pat took over the sole responsibility for running the company.  His first decision was to transfer Al Adams from the parent company, Biltmore Tire, to Vice President of Consolidated Service Corporation.  The two men knew each other well, and they quickly forged a working relationship with dual authority and responsibilities.  This has helped to build the company to its influential position in the industry.

More New Programs

The 1960's saw the further expansion of services.  In 1963 Consolidated introduced the first National Fleet Replacement Program for Windshields and Glass.  Another first: a nationwide Transmission Repair and Replacement Program was introduced in1964.

In 1967, CSC added another innovative new service to its growing list.  This was the first national Tune-Up Program in the industry.  Over the years, many other new programs would follow.

Fleet Manager Concerns

CSC, as part of its corporate policy of listening carefully to its customers, made a special point of seeking out the concerns of Fleet Managers and their support staffs.

As more and more corporations had the need for company fleets, the Fleet Manager's job evolved, and this individual was forced to take on more and more important responsibilities.

CSC management knew that to maintain its reputation for service, it was essential that they understand the concerns of such a key person as the Fleet Manager.

Just as today, that person had to be on top of so many different factors: What was the proper maintenance schedule for each of the many types of vehicles? How to receive quality maintenance in various parts of the country for the lowest cost, and still assure the safety of the driver? How to handle emergency repairs at the lowest costs - and still get in the shortest possible time?

And still more: How to handle accident repairs so that the vehicles are back on the road quickly and economically? How to keep track of all these expenses in an efficient manner? How to keep track of the incredible amount of data necessary just to keep the fleet on the road and rolling effectively? How to handle even the small items like floor mats or safety products for disabled vehicles?

Through the 1970's the responsibilities and needs of the fleet manager grew. CSC listened carefully to all of the concerns expressed on a wide range of subjects, and took action to expand their services to comply with their customers' needs.

A New Generation

Right after his graduation from the University of Wisconsin-Madison, where he was awarded a Bachelor of Business Administration Degree, a third generation Starr joined the business.  Ron Starr, just as his father had done, actually started with the Biltmore Tire Company.  There he received his first perceptions of the company from the driver's seat of a forklift.

He had many other jobs over the next several years, learning the business from the ground up, and he transferred to Consolidated Service Corporation in 1982.  Today, he is a Vice President of CSC, and has created some of his own innovative ideas to help the company meet the challenges of  its sixth decade in business, and beyond.

Computerized Services

To service the needs of the Fleet Manager properly today, it takes a high level of sophistication and technology. At Consolidated Service Corporation, the computer mainframe is in operation 24 hours a day, 7 days a week, 52 weeks a year - and many CSC customers are on-line with this computerized process at all times. Nothing less than this kind of commitment can do the job.

It's certainly true that CSC has come a long way since the days when it was only Larry Starr's dream. Today CSC offers a comprehensive range of computer services to the fleet industry throughout the United States, Canada, and Puerto Rico.

These services are designed to provide information and statistical tracking to control fleet expenses while minimizing fleet costs.

Larry Starr Would Be Proud

The man who started the dream would also be astonished that his beloved Consolidated Service Corporation today offers such programs to the Fleet Manager as total vehicle maintenance.  This includes predetermined discount prices on products and services from the largest combined network of service centers in North America.

The CSC computers track and store preventive maintenance data for all vehicles in the program.  This service is vital for documentation of new vehicle warranties.  The CSC Preventive Maintenance Program even provides a coupon book reminding the drivers of the proper intervals for service and an Exception Report notifying the Fleet Manager when the drivers do not comply with their preventive maintenance schedule.

Larry Starr would be awed by CSC's development of their Major Mechanical and Collision Repair Programs and their ability to handle the physical damage claims for the Fleet Managers-with a highly trained staff of subrogation specialists.

He would be further pleased by still another first premiered by CSC: a low-priced Vehicle Rental Program.  This ultimately evolved into what the industry knows today as the CSC Back-Up Fleet Vehicle Rental Program, a program for companies needing cars due to accidents, mechanical repairs, "new hires," or other needs.

This program includes not only cars of many makes and models, but light and medium-duty trucks, tractor trailers, mobile homes, and other necessary vehicles.

He would be especially interested in the glass replacement program because he helped formulate its concept.  And he would be amazed that his company can even offer the Fleet Manager a computerized analysis report of expenses.  There's an acronym for it: C.A.R.E.

He had a strong civic consciousness, so he would approve of a new, comprehensive safety program for fleet drivers which his grandson, Ron, introduced in 1988.

As his Consolidated Service Corporation celebrates its 50th Anniversary, Larry is undoubtedly looking down on his fleet world with a big smile. Consolidated Service Corporation is not in the leasing business. It is the largest exclusive vehicle maintenance and full service company in the industry today.

This advertisement was written by Kenneth Kelly of ADMM Ltd.

0 Comments