A rapid assessment of web, mobile and live chat booking, cancellation and support quality of service for a direct-to-consumer brand.

1. CX Assessment
Jeff Sheehan
Interview for
Head of Customer Success
November 7, 2019

2. Goal: Assess Current CX
From Corinne Murphy ~ “We are
seeing how you can critique the
customer journey using our Holiday
Autos brand.
So the presentation should include:
• How you think we should
measure a good customer
journey
• Examples of what good looks
like
• A critique of the Holiday Auto
journey versus good
• Questions that you would want to
qualitatively or quantitatively
know about our customers”

3. HOW TO MEASURE A GOOD CUSTOMER
JOURNEY
From the Outside-In perspective of the Customer
① Take Inventory of Current VOC Programs
Catalog existing survey programs, understanding the who, when, where and why behind each survey
② Target Key Journeys for Initial Focus
Start with journeys that are most important or have known CX challenges
③ Map Customer Journeys with Measurements in Mind
Leverage cross-functional teams for comprehensive workshop outputs
④ Align VOC Programs and Target the Gaps
Look at your existing VOC programs through a customer journey lens to find improvement areas
⑤ Design Future State with a Focus on Insight, Action and Impact
Understand sampling impacts across surveys, and keep design best practises in mind

4. EXAMPLE OF GOOD CUSTOMER JOURNEY

5. My CX Research
• I booked and cancelled 2 separate rental cars
• Booked and canceled a car rental online
• Booked a car rental using iOS mobile app
• Called phone number and spoke to agent to cancel my
mobile app booking
• Used Live Chat with an agent to check on a booking
• Booked & Canceled during Normal Business Hours

6. CX Critique - Online
✖ Made 2 attempts at Online Booking, 2d
try was successful.
✔ Car p/u time and flight arrival time help is
great.
✖ Layout is very wordy and busy.
✔ Currency converter is excellent.
✖ Had to scroll down to find the survey and
could easily have missed it.
✖ Very important customer info about
Voucher is at the very bottom.
✖ Manage Booking button took me to a
CarTrawler screen - big surprise! My 2d try
took me to Holiday Autos screen.
✔ Canceling was very easy but there was
no survey after this step.

7. CX Critique - iOS Mobile App
✔ Booked on my first attempt and received SMS text
confirmation.
✔ I liked the tabs for the supplier - Included, Supplier,
Rating
✔ The Survey button is large.
✔ Same 2 survey questions as Online but Q1 is an
array of 5 emoji about Easy and Q2 is a slider from 1
to 10 about Recommend to a Friend.
✖ I could not cancel my booking on the mobile app.
✖ Restarted app 2 times, then called the Ireland
phone number.
✖ Call answered in 1 ring by recorded message. Just
music no time estimate or place in queue information
provided.
✔ Live Agent after 9 minute wait and spent 3 min 18
secs with agent to cancel my mobile booking.
✖ Agent’s English was difficult to understand and had
to repeat things a few times for me.
✔ Received email confirming cancellation within 1
minute.
✖ No survey was generated for the phone call.

8. CX Critique - Live Chat & Telephone
✔ You get queue position information but
no estimate of time to answer.
✖ Rather long wait without any activity
made me think no one was really behind the
live chat. It took 11 minutes to get the live
agent.
✔ Agent was very polite and helpful.
✔ End Chat went directly to a survey.
✔ This survey had 3 parts with the same 2
questions plus Comments.

9. Recommendations
Experience Feedback vs Good
Survey asks the same 2 questions 3 different
ways. The “Would You Recommend Us To A
Friend?” question comes too early in the
customer’s car rental experience.
Conduct ‘Outside-In’ research to find the
moments that matter in the booking process
and ask about that. Why no survey for
cancellation?
What do you want to measure with survey
questions that makes an impact to the
business and the CX?
① ② ③
Important information about Voucher and
Survey was not as viewable as their
importance is to the customer experience
when picking up their rental car.
Make sure the layout of the forms is alerting
the customer’s to the essential Voucher
information and putting the survey in front of
them.
② ⑤
Each survey asked the same 2 questions and
used different methods to answer. Only the
Live Chat asked for Comments.
What is your A/B testing with survey wording,
buttons, comments, emoji and number scales
revealing to you?
① ② ③ ④ ⑤
The Live Agent experience did not come with
a survey.
Measure every channel of customer contact
for insights on operations, CX and financial
impact.
③ ④
Live Chat and Phone Call had slow response
with no time estimate to wait for an Agent. Set the expectations for the customer. ③ ④

10. Questions About Customers
“Questions that you would want to qualitatively or quantitatively know about our customers”
a) What is the response rate to the 2 survey questions and what does
CarTrawler do with these responses?
b) Are customers having issues at rental car pickup for not seeing the
Voucher information in the bookings?
c) Why are customers cancelling bookings?
d) Are customers asking for a loyalty program?
e) Why are you not surveying after phone calls to agents?
f) How are the customer’s expectations being set for ease-of-use and wait
times?