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Unlocking Customer Value
How AVIS inspired customer experience with data
The Challenge
Avis wanted to lead the way in customer experience and are passionate about increasing customer loyalty and advocacy.
Their research showed that customers find car rental can be a very frustrating experience. Queues at pick up, getting the right car, add-ons and hidden charges, fuel surcharges, collision damage waiver…the list goes on. There are a lot of stresses and this takes away from the enjoyment of hiring and driving a new car – often a car that is newer/better than the car the customer usually drives.
Avis had the opportunity to review not only their loyalty programme but also their whole brand strategy to focus on the customer experience. Our challenge was to help Avis shape this programme across EMEA, whilst still integrating with a global loyalty programme that customers can use in any country across the world.
Our objectives were to:
- Define what ‘loyalty’ meant to Avis and it customers and build emotional loyalty
- Design a solution that escaped the ‘sea of sameness’ for loyalty programmes in the car rental category
- Define how the value proposition could be joined up globally to deliver an excellent customer experience.
By taking this approach we were able to develop a programme to maximise commercial benefit and customer experience.
"Conduit have provided great support in the design of our loyalty strategy – from project management to the strategy and design of the programme. The combination of their skills and knowledge makes their insight very valuable and drives commercial benefit to the business."
Our approach
We have taken a structured approach with Avis to build ‘real’ customer loyalty by rooting it in the best of the Avis brand, building a differentiated loyalty proposition and enabling truly personal customer experiences .
Stages that the Project has covered include:
- Analysis and definition of the business strategy
- Auditing and assessment of marketing and research data
- Customer segmentation
- Value proposition design
- Customer journey and customer lifecycle mapping
- Contact strategy development
- Integration with other enterprise initiatives
- Management of third party implementation
How we delivered the project
The programme was completed over a 12-month period with close collaboration between Conduit, Avis and multiple third party stakeholders.
The framework is now being executed by Avis with a 79% reduction in lapsed customers as result.
