Hertz®: Big Data gives the world's largest car rental company a big advantage
When your company relies upon customer satisfaction to differentiate it from other competitors, what opportunities might big data provide to enhance that satisfaction? That's the question Hertz had for IBM when jStart™ and Mindshare, an IBM Partner, first approached them about using IBM data analytics tooling. The result? Insights Hertz never had before, in a time frame that gave them a competitive advantage.
With over 8300 locations worldwide in 146 countries, Hertz has traditionally kept it's finger on the pulse of it's customers with customer satisfaction surveys. The problem? How to coallate that information and understand what customers were trying to tell them through these surveys?
"Hertz gathers an amazing amount of customer insight daily, including thousands of comments from web surveys, emails and text messages. We wanted to leverage this insight at both the strategic level and the local level to drive operational improvements," said Joe Eckroth, Chief Information Officer, the Hertz Corporation. Mindshare, along with jStart, realized there was an opportunity for Hertz: not only could the company address its need to understand its customers better, but also how it could take efforts to enhance its relationship with its customers.
Interested in how Hertz addressed it's customer satisfaction challenges while simultaneously enhancing it's customer engagement activities? Here's how they did it:
- Enhanced the manner in which Hertz gathered customer sentiment surveys by centralizing the process.
- Enabled Hertz to consistently analyze free-form unstructured feedback from it's premier #1 Club Gold members.
- Allowed Hertz's analysis to occur in half the previous time, giving the company the ability to respond quickly to changing feedback
- Provided Hertz insights which allowed it to take immediate action on problem areas
What they're saying...
Business Value Created
Prior to engaging Mindshare and IBM's jStart team, Hertz handled customer satisfaction surveys locally--at each of it's 8600 locations. Using IBM and Mindshare technology, Hertz was able to centralize the processing of this information--and apply consistent metrics for the data. In addition, by applying IBM advanced analytics solutions, the company was able to process the information much more quickly--in half the time it previously took, while at the same time providing a level of insight previously unavailable to the company.
An example? While evaluating the solution, Hertz was able to identify a potential area for improvement in Philadelphia: surveys indicated that delays were occuring for returns during specific times of the day. By investigating this anomoly, Hertz was able to quickly adjust their staffing levels at the Philadelphia office during those peak times, ensuring a manager was present to resolve any issues. This enhanced Hertz's performance, and increased customer satisfaction...all by parsing the volumes of data being generated from multiple sources. This tangible example of Big Data providing real returns, convinced Hertz to move forward with the IBM/Mindshare Big Data solution.
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