Here is a story of a company that dove into the deep end of the pool and fully immersed themselves into the CX 2.0 waters.
After Advantage Rent A Car merged with E-Z Rent A Car in 2016, they hired Scott Davido—a lawyer and accountant by training, but who spent his career as a business turnaround specialist. While Advantage/ E-Z was not a traditional turnaround, the company had room for improvement.
Davido assessed the state of the business and decided they could beneﬁt from implementing a reputation management platform. Experience.com (Formerly SocialSurvey) was asked to join the Request for Proposal (RFP) process alongside other companies.
During the RFP discussions, we learned that Advantage had been using a more traditional Net Promoter Scoring® (NPS®) Model for years. They surveyed their customers and were receiving a fairly average 2% response rate. But NPS reports mostly echo what you already know about the business and are already focused on resolving. Therefore, they will have little to no positive impact on the business.
When SocialSurvey entered into the conversation, we wanted to empower Advantage’s happy customers to provide reviews. They weren’t managing their online reputation, so their unhappy customers were doing it for them.
Our bid looked decidedly diﬀerent than the other companies in the RFP process. We strongly feel that a CX 2.0 strategy is never about hiding the problem by getting some happy people to write Google reviews. It is always about helping great companies, who care deeply about their customers and employees, create amazing customer experiences. And the Chief Marketing Oﬃcer at Advantage agreed to give CX 2.0 a try.
This was our starting point, costing Advantage millions of dollars annually:
-25 NPS® Score
2% Completion Rate
1.8 Avg. Google Star Rating for +/- 70 locations
25K +/- Reviews per year
47% Good Customer Contact Data
Two years after going all in and deploying a CX 2.0 model that was customized to their business, here’s where Advantage stands:
51.5+ Improvement in NPS® Score
5x Improvement in Completion Rate
1.9 Star Improvement in Avg. Google Star Rating (across all locations)
10x Growth in Total Reviews Collected Annually
2x Improvement in Customer Contact Data
And their numbers will only continue to improve.
To say the results of this plan are incredible would be an understatement. Advantage Rent A Car embraced CX 2.0 and turned their employees into their ambassadors and customers into their #1 marketing asset online. They have better data, more loyal customers and happier employees.
Download the eBook to learn more about the Virtuous Cycle for Advantage Rent A Car and the 12-step plan they implemented using our CX 2.0 methodology.