Business challenge
Our client wanted to understand the satisfaction levels and barriers faced by customers at each stage of the car rental journey. They wanted to understand what opportunities there are for them to engage with customers and encourage more direct renting.
Our approach
We conducted a quantitative study across 5 different markets: UK, Italy, France, Germany, and Spain.
We talked to a mix of demographics, all renters of cars for leisure within the last year and took them through the stages of renting a car to understand what the drivers of their satisfaction were.
We conducted drivers analysis and were able to understand which stages most influenced satisfaction, and where our client should focus their resources in order to stand out from competitors in each market. We also tested key sub-group differences in order to advise where the key differences were to look out for across the markets.
Outcome
Through conducting this research it has allowed our client to shift their focus from the stages of the journey that drive satisfaction, to those that are important but are not currently being fulfilled by them or competitors. As such, they have been able to understand their customers and how they can improve the overall customer journey.