How to EV
When I joined Hertz, I was given a very broad brief: improve the experience of renting an electric vehicle, across every customer touchpoint. It was a challenge that spanned a number of departments: Product, Marketing, Customer Experience, Ops. After years of working in tech, this was a very real, concrete challenge that was affecting tens of thousands of customers each week.
I quickly got to work looking at the existing customer journey, from booking, pickup, and on-rent.
Existing customer journey
Observations and opportunities
I presented the existing customer journey to leadership, breaking down each main milestone and sharing my observations and opportunities. The TL;DR was that Hertz had created a lot of really great SEO content that ranked very well. But we were missing bite-sized content that would build confidence during booking and quickly answer questions while on-rent.
And we wanted that to live in one place, where every answer was one click away and it was easy for employees at the counter to tell customers about it.
Hertz.com/myEV
We knew that charging was the top concern on our customers’ minds. So as we began to plan out the Hertz.com/myEV hub, we put an EV trip planner at the top of the page. This helps customers understand how to find nearby charging stations.
How to EV videos
After charging, we knew we had to find a quick and easy way to help customers understand the basics of an EV. So I went to Newark International Airport with a friend and filmed a short walk-through video to bring this idea to life and get approval.
This became our How to EV video series. We took the top 5 EVs in our fleet and created video walkthroughs that were each under two minutes. We uploaded these to a Hertz.com/myEV playlist on YouTube, which quickly racked up thousands of organic views.
First Trip pages
We created "First Trip” pages that each featured that EV’s video, as well as step-by-step GIFs if people preferred to quickly scroll.
We linked out to the trip planner, as well our our charging policies, and overall EV tips.
Polestar 2 GIFs for First Trip Pages
Kia EV6 GIFs for First Trip Pages
CRM
And finally, we created a new 3-email CRM flow that EV customers would receive before pickup, pointing them to the trip planner, the How to EV videos, our charging policy, and other EV tips and tricks.
