HERTZ DIGITAL CUSTOMER EXPERIENCE MAPPINGCase Study

Thom VanderKlipp

OBJECTIVE

Map the customer experience through the car rental decision process, then identify where media optimizations intersect with online behaviors to determine the best tactics.

This customer-centric approach identifies where resources can be allocated to have greatest impact and highlights where opportunity is being lost.

PROCESS• The inner ring represents the four phases of the car rental customer decision

process

• The second ring indicates data-identified customer behavior touch points within these phases

• The third ring (and chart) identifies the optimizations that intersect with these behaviors

• The outer ring shows specific tactics - those currently being utilized as well as where there is opportunity

PHASES OF THE DECISION PROCESS

Customer

Customer Phases

CUSTOMER TOUCH POINTS

Behavioral Touch PointsCustomer

MEDIA OPTIMIZATIONS AND TACTICS

Media Optimizations

Behavioral Touch Points

MEDIA OPTIMIZATIONS AND TACTICS

White: Current Tactics

Black: Opportunity to

Add Tactics

CUSTOMER EXPERIENCE MAP

Customer

RESULT

By mapping each phase of the rental customer decision process, then illustrating the entire customer journey through rental return and follow up, the most effective tactics were identified and holes where opportunity was being lost were highlighted.

This easy-to-follow, data-derived model was used to determine metrics to evaluate the effectiveness of current tactics and for future planning and budget allocation. The digital portion of the Hertz Playbook, the global marketing plan, was built around these findings.