The Hertz Corporation operates the Hertz, Dollar and Thrifty car rental brands in approximately 9,700 corporate and franchisee locations throughout North America, Europe, The Caribbean, Latin America, Africa, the Middle East, Asia, Australia and New Zealand. The Hertz Corporation is one of the largest worldwide airport general use vehicle rental companies, and the Hertz brand is one of the most recognized in the world.
Hertz’s 1-800 customer service only operated Monday-Friday, and did not answer questions received over social media. This meant that weekend travelers could not reach any form of live customer service. This was extremely surprising and upsetting for many Hertz Rental Car customers who expected the global travel mega-company to have customer service available in their time of distress.
What Hertz Customers Expected
→ My messages will be responded to
→ A response within 30 minutes
→ 24/7 Customer Service
→ Social responses across multiple channels
What Hertz Was Delivering
→ Average wait time was 5 hr 32 min
→ No service on the weekend
→ Equipped to handle only FB and Twitter
→ Only 32% of all messages were addressed. (24 million total customer interactions. 16,320,000 were not being addressed)
Hertz teamed up with Nuvi and we implemented strategies to:
→ Empower Hertz to listen to their audience in powerful ways across social
→ Organize the issues arising through the use of tags and notifications
→ Engage with those interactions
Hertz has a system of about 40 customer service codes that they use across 1-800 number support and through Nuvi Engage, allowing them to tag each social media customer service interaction with the corresponding topic.
For example, Hertz created codes within Nuvi Engage to use when a customer has a negative employee interaction, complains about a dirty car, asks about lost and found, and complains about a Hertz location being unable to honor the class of car that was reserved. They created 40 codes in all to cover the most common customer service inquiries.
Nuvi Engage allowed Hertz to report the types of experiences customers were having and communicate those insights to the rest of the organization, so they could focus on making the most impactful improvements to the customers experience.
CUSTOMER SUCCESS STORY
A Run-in With a Comedian
Once the solutions were implemented, experiences like this started to happen. Comedian Sarah Colonna’s negative experience at the Hertz counter. Sarah tweeted about how there were no available rentals when she arrived to pick up her car in Atlanta.
Hertz real-time engagement team was able to reverse a negative into a positive and ultimately turn Sarah into a brand ambassador. Stories like these and the truth in the data makes our work worth every tweet!
CUSTOMER SUCCESS STORY
Crisis Relief Partners
Once the solutions were implemented, experiences like this started to happen. Comedian Sarah Colonna’s negative experience at the Hertz counter. Sarah tweeted about how there were no available rentals when she arrived to pick up her car in Atlanta. Hertz real-time engagement team was able to reverse a negative into a positive and ultimately turn Sarah into a brand ambassador. Stories like these and the truth in the data makes our work worth every tweet!Another example is rather pertinent to what is happening today. During the crisis of Hurricane Harvey in Houston, Twitter proved to be the best means of communication for disaster relief. The Hertz Corporation was able to assist customers effectively by bringing in the fleet to help responders and victims with transport needs. Hertz also used the Nuvi platform to connect with influencers who were traveling to Houston for relief efforts.
Influencer Stef Michaels, known to her millions of social followers as @adventuregirl, noticed that Hertz was actively using Twitter to engage with citizens. Stef was heading to Houston with over 1,000 dog food bags for displaced animals. She tweeted @hertz to partner on this important journey.
Hertz provided Stef with a SUV to transport the food to shelters leading to increased engagement, reach and positive sentiment.
Hertz went from systematically ignoring 16,320,000 customer interactions across social to winning a Shorty Award for Best-in-Class Social Customer Care. That is not an easy feat to accomplish.
In order to become #1 in social customer care and receive a Shorty Award, Hertz needed to surpass industry benchmarks for the fastest response time with the most issues resolved in the shortest period of time. That’s exactly what they did.
Show Me The Numbers
• 24% decrease in negative sentiment vs. the previous year
• 74% increase in incoming messages
• 89% decrease in First Response Time (FRT). That’s a 5 hour decrease in FRT
• Half of concerned customer converted to promoters
• Increased JD Power ranking 26 points and moved to 2nd position over 30 months
• Received Shorty Award for Best-in-Class Social Customer Care
• $3.5 million saved in first year alone after investing in social customer care while improving services level 67%
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