The Project Brief
With organisations now moving towards an ever-increasing world of social media focused customer service, Hertz wanted to ensure they were seen as market leaders within their industry, whilst ensuring that customers were well served via social media channels.
Our team at Lowaire Digital provided daily community management support across Facebook and Twitter for Hertz within the UK, Germany, France, Spain, Italy and Benelux. This involved monitoring social channels across 6 markets whilst communicating and actively engaging with customers at a localised level.
Whilst ensuring all responses utilised the local language, our primary goal was to increase positive engagement across the social channels whilst responding to any pre-rental queries.
We designed and implemented new working processes in order to refine the relationship between social media and customer service; ensuring a seamless connection between both aspects of the business, whilst also allowing for a measurable, replicable model to be expanded across each social media market.
Alongside this, the team created detailed analytical progression reports with month over data trends to better understand each market’s social presence.
We also provided ongoing translation support, translating content from English into German, French, Spanish, Italian and Dutch for social media related content.
With such a large, international team across markets, communication and efficiency was a key factor of the project. As such, using industry leading scheduling platforms such as Hootsuite to help build a fully fledged framework from which to provide the service, we worked closely with each team to build a workable, actionable service model which could be replicated across markets.
This framework allowed us to liaise directly with both the Hertz Engine team and Hertz Customer Service where required, ensuring we provided the best service possible for both the customers and client. As such, not only did it allow us to ensure complete customer satisfaction and timely delivery on responses and resolutions, but also to make sure relevant Hertz departments were kept continually informed of any complaints, queries or disputes – and as such could resolve or escalate any issues in a timely manner.
Beginning with a trial solution for the UK market, the project quickly expanded onto the international stage, with this customer-support and first response framework being replicated across Germany, France, Spain, Italy and Benelux. This required an expert team of multilingual community managers, which were recruited, managed and trained by Lowaire.
Alongside this, we also designed and created extensive Google data studio reports in order to measure and breakdown the volume of comments, messages and engagement for each market, allowing for in-depth analysis between markets. This data and comparison was used to help inform and improve both first response tactics and more effective social media campaigns themselves.
30% increase CTR
10% decreased in bounce rate
45% ranking increase
110% DA increase