Europcar drives change in customer experience


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Europcar, the leading vehicle hire company has taken a leaf from its
counterparts in the airline and hotel industries to create a fresh approach
to customer experience management.

Following detailed research amongst customers and analysis of the customer
journey, Europcar has created what it believes is the car and van hire
industry’s first Customer Experience Guide for employees.  At the same
time, a new, uncomplicated, step by step customer rental guide ‘Your Guide
to a Smooth Journey’ has been launched for provision to every customer to
ensure a simple, stress free hire experience.

The Customer Experience Guide is a new process to be adopted by all
customer-facing employees across Europcar UK Group’s business, from those
working at the 200 plus branches throughout the UK along to those dealing
with telephone reservations and enquiries at Europcar’s contact centre.
The aim is to create the best possible service to customers from the point
of contact through to the end of the hire.

Catriona Lougher, Marketing Director for Europcar said: “Whilst high volume
business car hire customers have always enjoyed a good level of service
from vehicle hire companies, it would be fair to say the leisure customer
has not traditionally received the same focus of attention.”

Europcar looked at each aspect of the customer journey in line with
extensive customer research undertaken early in 2009 to create a more
cohesive approach to service for both business and leisure customers. The
guide maps out the different steps of the car hire experience, what
customers want at each interaction and the key customer facing operational
standards to be delivered. 

New key fobs have also been developed for each customer-facing member of
staff outlining the 6 golden rules for good customer service to ensure they
understand how to deliver great customer service and to gain some
consistency across the business.

At the same time Europcar is making vehicle hire easier for customers with
a new step by step car and van hire guide.  ‘Your Guide to a Smooth
Journey’ offers all the key information customers need to make their hire
experience enjoyable – from what to do before setting off to improving fuel
economy, keeping the kids happy in the car as well as the useful telephone
numbers customers may need.

Catriona Lougher concluded: “By providing customers with the consistency
and clarity they demand, these initiatives will pay dividends for the
business enabling Europcar to develop the products, service and experience
that delivers differentiation, preference and loyalty. We’ve already
launched a range of new products this year that are setting us apart from
the competition, from free delivery and collection, to one way airport car
hire, now we’re really demonstrating our commitment to be the first choice
for car and van hire for consumers and businesses across the UK.”