Confessions of a Hertz customer
Most large companies employ legions of mystery shoppers to see how their employees are treating the average consumer and to find out whether their managers and workers are following corporate procedures. I just finished a morning working as an anonymous consumer for Hertz.
This job wasn’t simply a walking up to a counter and asking for a rental car. The evaluation procedures are intricate and the assessment records are detailed. Hertz asks its mystery shoppers to pay attention to detail — the same detail they expect their employees to pay to the customer experience.
Mystery shoppers are a part of appraising good customer service and making improvements. A stint as a mystery shopper also offers an x-ray into the picture that Hertz wants to present to the public.
The Hertz experience starts with the shuttle bus from the terminal to the car rental lot. The mystery shopper is asked to track how long it takes the bus to arrive at the terminal, how long the total trip takes, whether bus drivers introduce themselves and the condition of the bus.
That’s just the beginning of the questions.
Did the driver wear a name tag? Is the name of the manager displayed in the bus? Are Hertz brochures displayed neatly? Is the trash can overflowing? Did you feel safe? Was the music playing too loudly? Did anyone offer to help with your luggage? Did anyone ask whether you were a #1 Club Gold member?
At the rental counter, Hertz has a detailed questionnaire covering the entire rental process. How long did you wait before being assisted? Did you get a pleasant greeting? What was said? Did the agent include their name when greeting you? What was the name of the agent?
The service scrutiny continues through the explanation of the rental agreement. Were you presented with the yellow rental jacket before the optional services were offered? Did the agent say, “Mr. Leocha, this is your rental terms and conditions.” Did the agent fully explain the Loss Damage Waiver, Liability Insurance Supplement, Personal Accident Insurance and Personal Effects Coverage? Were you given refueling options?
And the Hertz questions keep on coming.
Were you provided with printed estimates of charges? Did the agent state, “This is an estimate of charges.” Were you given a local map without asking? Did you have to wait for a car to become available?
Hertz wants to know whether the agent at the exit gate was pleasant. Did he or she check the fuel levels and the vehicle identification number. Was there a supply of maps at the exit?
On the return, did the employee inspect the gas level, the mileage and for any damages? But Hertz goes the extra mile with its requirement, as they say. Did the return employee greet you in a pleasant manner? Did he introduce himself? Wear a nametag? Use your name? Remind you to collect your personal belongings? Staple the receipt to your rental agreement?
My mystery shopping experience ended with the bus ride back to the terminal with very similar questions to those completed on the initial bus ride from the terminal to the rental lot.
So what does all of this mean? The bottom line is that the Hertz experience is made up of much more than simply filling out forms, handing over the keys and charging credit cards. I was surprised by its commitment to customer interaction. Hertz is encouraging employees to introduce themselves at every step of the process and interact with customers. This changes the rental and return process and makes the experience much more personal.
The description of the available insurance options was as detailed as any I have ever received. There was no pressure to purchase unnecessary damage waivers or other insurance. The explanations were clear, well-written and easy to understand.
Anyone who has gone through the mystery-shopper process knows that corporate management is aiming to increase return business. The question always is whether that corporate desire can be translated to the front-line employees.
If the Hertz team follows its detailed customer-service road map, it should rev up customer satisfaction.