This is the story of how Good Growth partnered with Hertz over multiple years to transform how the world’s largest car rental business serves and engages with its customers. The familiar story of digital transformation is one of ambitious goals, huge projects and major investment. It is also all too often one of chronic, drastic under-delivery – this is the other side of that story.
During my time as CMO at Hertz International, Good Growth delivered a complex transformation for us far faster and at far lower cost than a traditional approach. We were able to move quickly without taxing our own IT resources or reengineering our existing infrastructure. With Good Growth’s help we were able to tackle some very complex problems that had seemed intractable”
Hertz had a long-term plan for digital transformation to deliver efficiencies and improve customer experience. The overall project cost was projected to be in the mid hundreds of millions.
The ambitious timeline was between two and three years.
Hertz had hired a leading global consultancy to overhaul its online customer experience, but after three years, all that had been produced was a design.
Hertz gave Good Growth this design and, six weeks later, it was live in production on Hertz’s UK website.
Hertz later engaged another leading global consultancy on the digital transformation project to deliver the online customer experience globally, but again all that was delivered was the design.
In another six-week sprint, Good Growth launched this experience and Hertz began split testing this design against the original.
Once the data confirmed a winner, Hertz used Good Growth to roll out the new experience to all users in Europe.
Good Growth delivered the desired re-designed customer journey within 6 weeks.
In response to the COVID-19 pandemic, Hertz opted to pause aspects of their Digital Transformation in the UK, but they moved swiftly with Good Growth to roll out new experiences to Australia, New Zealand, and to franchise operators across the globe.
With Good Growth’s collaboration, Hertz have tested or rolled out more than 25 new customer experience initiatives including: keyless mobile access car rental, market- specific regulatory compliance, better location-finding with the Google Maps API, new insurance products and loyalty programme incentives.
Pre-Pandemic, the Good Growth Innovation Platform was an independent business – Amigo – which has now been acquired by Good Growth.