Sixt - 100 years of Mobility / 16.04.2015
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Case study of Sixt. How loyal customers are in digital enviroment? What is right strategy?
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Sixt - 100 years of Mobility / 16.04.2015
- 11. Our strategy Drive premium, pay economy
Editor's Notes
- SIXT - 100 years of Mobility
- It all started in 1912. In Germany with 3 cars.
- Now we are the 5th biggest car rental company in the world, represented in more than 100 countries, in several of those countries we are No. 1 Car rental service.
- How we have reached it? With loyal customers.
- Dogs are loyal. Customers aren't. - Philip Graves – Consumer Behaviour consultant
- Funny, huh? Everybody is talking about customer loyalty. But I would like now to invite you to think - is it even possible to have loyalty towards brand? Do You feel any psychological counterbalance of guilt and shame about the company you are leaving behind? Yes, the right answer is - you feel nothing at the moment when you think about one of "ex" brands.
- Loyalty cards is not the solution, because it’s allmost impossible to use them as added value in era of digitalisation.
- now it's thousand times easier to access better, qualitative and easier alternatives. So basically – there is almost no possibility for customer to be loyal, as there ar two many interactions and attractions. It’s all about opportunities. What do You think of customer loyalty now?
- We see that all the digital channels are full of such promisses as «Cheap car rental» , «Discounts up to…», «ever…». Customers nowadays are ready to pay a bit more for super high quality and service. So -You don't have to be the cheapest to rule the world.
- Our strategy basic principle is Drive premium, pay economy – that’s the way we like it! JAUNUS AUTO
- Customer satisfaction is based on Sixt experience, We have wide coverage, creative Marketing and PR activities and by the way we also have cars.
- But we believe that there is different ways how to communicate with our customers. Price is not the main factor. We can attract attention with real, in experience based promisses.
- How loyal you are towards your customers? When was the last time when you made extensive customer journey? Actually you should do it each and every day.
- We see loyalty as opportunity. Opportunity to use nowadays possibilities of so many digital solutions to develop new products and services in a new and convenient way. Our main promisses which we give as loyalty to our customers are:
- One of the Sixt purpose is to ensure high level mobility for our customers, either they are private individuals or corporate clients.
- Almost all of our services are available through digital channels, so that customer can have full service circle, even remotely. For instance, the company offers its customers apps for all smartphone models, making it possible for them to rent cars no matter where they are or what time it is.
- Sixt’s apps also support barcode vehicle pick-up and keep the time required for the rental process to a minimum. We are ensuring Mobility which is not about seconds or minutes, mobility for years and years.
- The Sixt Rent A Car App has been included in the MasterCard ‘Mobile Top App Index’ and was rated first in the car rentals area. Sixt also have received several prestigious awards from “Business Traveller Magazine”, German travel magazine, World Travel Awards and others. The main criteria was the quality of rental fleet, the value for customers money, the efficient and convenient processes for renting a car for customers.
- Price may be an attractor. But experience is the mother nature, which makes us to take decisions. We should focus on behaviour and whether customers are stickier with the new approach than they were before. These basic promisses and actions have helped us to go through transformation process related with Digitalisation.
- Sixt also stands for a committed culture of innovation. Thanks to this commitment, the company is fulfilling its customers’ mobility needs through new services, products, packaging and also brand level. We are always seeking for new opportunities for car rental experience. If there are any new technologies we always think about the ways how we could use them to improove car rental service.
- Mobile check in, My Driver and others.
- Pēdējā slaidā varam likt aicinājumu novērtēt prezentāciju Twitter un visi, kas to būs izdarījuši, saņems Sixt Platīna karti un viens laimīgais BMW i3 uz nedēļas nogali.
- Thank You!