Zito is convinced that while much of the rental industry focuses on hi-tech reservations and invoicing systems - and Churchfields is working on an intranet booking system - what really counts is the human touch.
In a virtuous circle, however, improving the lot of delivery and collection drivers will also save the company considerable sums.
'This industry is always complaining about damage at the end of rentals, and the refurbishment cost, but who checks the damage? It's the drivers,' said Zito. 'I am convinced we can cut our rechargeable damage by 50% by treating our drivers better. Paying our drivers more will be offset by less damage and better customer retention.'