Hertz hands the Social Media Keys over from Marketing, to Customer Care

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Ahead of the Thanksgiving and Christmas holidays in the US, during which nearly 87 Million Americans will travel by car, Hertz Rent-a-Car has announced the implementation of a 24/7  social customer care service.

In a press release earlier this month, along with a blog post and promotional video, Hertz’s Director of Service Excellence, Laura Smith, expressed the need to shift from a marketing-oriented view of social media, to a customer-oriented view. “Marketing really was the owner of social media for the Hertz brand,” noted Smith, describing how customer complaints would be filtered through marketing staff, to customer service agents, who often took days to respond to social media complaints and inquiries. “We needed to be present for the conversations that were happening in the social media space,” said Smith.

Read more about how Hertz engages its customers on social media in their recent white paper. 

Hertz claims that its response time for social customer service will increase from over 24 hours, to under 30 minutes, using a new social customer care system in cooperation with Conversocial, a New York based software company whose other clients include Google, and Tesco. No doubt, this new initiative was inspired by the recent experiences of Hertz’s primary competitor, Enterprise, in a recent incident, a social media savvy customer took the step of buying Facebook ads in order to air her complaints about the company, which finally drew the attention of Enterprise’s top management. Enterprise does not yet publicize its social customer service processes, but appears to be quite active on its social media channels.

Here’s a bit of Hertz handling customer care on Twitter:

 

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