Hertz Case Study
- 1. HERTZ DIGITAL CUSTOMER EXPERIENCE MAPPING Case Study ThomVanderKlipp
- 2. 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.
- 3. 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
- 4. PHASES OFTHE DECISION PROCESS Customer Customer Phases
- 7. MEDIA OPTIMIZATIONS ANDTACTICS White: Current Tactics Black: Opportunity to Add Tactics
- 9. 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.