Helping Europcar ideate a new omni-channel service platform that creates a single view of the customer and that caters for each travel micro moment
Helping Europcar ideate a new omni-channel service platform that creates a single view of the customer and that caters for each travel micro moment
Creating a vision for Europcar’s future to create a best in class digital customer journey. An experience that puts the customers in control at all times. A frictionless and hassle-free rental experience that adapts itself to every micro moment along the journey, across any device, any time, any place.
Goals
Single view of the customer across all platforms. Progressive content display changes according to page location and user status
A contextually driven commerce experience. Cross platform responsiveness. Consistent, coherent, modular, flexible, future proof
Anticipating customer’s needs. Being in control of the whole experience at all times. Smart recommendations and frictionless travel
Defining the business case for ‘Mobile First’
It was clear from our research, people are no longer doing long research sessions to identify appropriate car hire opportunities. They are doing lots of smaller sessions. Consumers are doing research in the many connected moments on mobile and desktop throughout their day.
It was crucial for Europcar to create a highly context, device specific and personalised experience that caters for each travel micro moment, versus a pure responsive mobile up mirror experience across all devices.
Equally, it will be important to create a single view of the customer to be able to respond and adapt to customer’s behaviours and predict personalised and relevant products & services to cater for their every need.
Customer jounrey mapping
Documentation of user pain-points, personas, current feature landscape
Documentation of future digital feature needs and predicted adoption
Customer journey map, now and future
Solution
We considered each moment as an opportunity to win, lose or retain customers. Every one of these moments was a chance to embody the brand values, deliver on promises and meet and exceed customer expectations.
We developed an experience that considered the service in its totality. An omni-channel service that unlocks business value, supports operational drivers, people and employee needs, as well as leveraging the technology opportunities to deliver customer experiences that set new standards, impress existing customers, attract new ones.
Stakeholder benefits
A single customer view and profile empowers every Europcar stakeholder to deliver great customer service and communications across any touchpoint seamlessly.
Omni-channel ecosystem
A complete omni-channel ecosystem powered by the single customer view and profile enables a seamless customer engagement with Europcar on any device, any time, any place.
Find and book
From previous preferences, needs and behaviours recognise customer to allow them to easily re-engage with the service and personalise experience:
quick repeat booking / cross-sell
reward me as repeat customer
inspire me based on my preferences
Travel ready
Give access to all paper work / documentation in one place to avoid the queues and reduce planning stress:
scan and store licence / ID
scan and store payment card
reservation details
With transparent finance, the customer always knows what they have spent and when exactly the deposit will be refunded:
account history
cost breakdown
excess return date
one click booking
fuel charges at local rates
Resolution centre
Open communication channels and single customer view to
pro-actively resolve any customer issues:
share and store photos to record car damage
easily accessible message centre for all comms
timely customer support
dedicated call number via the App
“At Europcar we consider Chris as an extension of the team, very professional and a true pleasure to work with. Group workshops have ensured that every customer communication and touchpoint is developed to maximise engagement and conversion. The business impact has been fantastic.”
What we learnt...
A responsive mobile up mirror experience across all devices is not always the best way to deliver a highly contextual service. Businesses need to invest in smart solutions that consider each interaction across the service life cycle to truly delivery a personalised and omni-channel service. This project showed that a single view of the customer shared between all delivery agents and channels was the only way for customers and the business to know where they were in the journey, what was expected of them, and what needs had to be met to deliver a frictionless experience.