An innovation roadmap
Insight is one thing. But organisations need to be able to act. With 877 insights pointing to 303 product innovations, Hertz needed to be able to narrow its focus to what really mattered, and set priorities that would be understood across the organisation.
To enable Hertz to act on the findings, we produced an Experience Map of all the relevant customer behaviours, pain-points and delights across the key tasks on the rental journey
(More about cxpartners Experience Maps).
To generate and prioritise pilot programs, we assessed them against 3 questions:
How many primary pain-points do they attempt to resolve for most customers?
How many delights do they aspire to standardise for all customers?
How can they support any of the existing behaviours in unexpected ways?
Pilots and initiatives scoring well on the first question are helping the organisation to meet customer expectations. Those scoring well on the second and third ones enable Hertz to go a step further: in exceeding their expectations. Finally, cxpartners and the Hertz innovation team evaluated the feasibility of the ideas.
The outcome is a roadmap of innovation that gets to the heart of the problem Hertz faces. It’s a two part solution. Removing those moments of frustration ensures Hertz’s customers don’t have cause to try a risky new alternative. Providing genuinely delightful moments generates word of mouth recommendations from customer to customer, combating the buzz of new services.
It’s an investment that continues to pay off. ‘Any new project we tackle within any part of the Hertz experience we’ve got a fly on the wall. We’re still translating that into requirements for the future Hertz experience, exciting projects we can work on, and a baseline of insights from customer,’ says Conrad Doyle, Hertz Director of Digital and Innovation for the UK.
And with a roadmap based on deep insights into its customers, Hertz is in a position to maintain the pace of change and keep its competitive edge.