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Special Project

Special Project
From the 11th Annual Shorty Awards

Shifting Customer Care - Driving Hertz to the Top

Audience Honor in Customer Service


The Hertz Corporation operates the Hertz, Dollar and Thrifty car rental brands in approximately 9,700 corporate and franchisee locations throughout North America, Europe, The Caribbean, Latin America, Africa, the Middle East, Asia, Australia, and New Zealand. The Hertz Corporation is one of the largest worldwide airport general use vehicle rental companies, and the Hertz brand is one of the most recognized in the world.

With thousands of locations and multi-millions of customers worldwide, the brand aimed to continue to provide best in class customer service to address consumer questions, complaints, and concerns in real time.

Hertz and its social media agency Brickfish, turned their sights on providing the best possible response and on resolving as many customer issues as possible. The combined social customer care team rededicated to having a customer focus with the goal being to turn as many negative and unhappy customers to at least a neutral sentiment towards the brand.

Strategy and Execution

To shift sentiment on social Hertz needed to focus on the quality of response. Brickfish and the Hertz Customer Care Team partnered to take a look at current practices and response guidelines to revise them to focus on the overall customer experience on social. Brickfish also implemented NPS scoring to measure the effect of our efforts in real time.

The renewed customer care strategy allows the brand to continue to provide exceptional service 24/7 while also providing an unparalleled customer experience at the same time. Social customer care responses were revised to provide more clarity to customer issues and situations while new policies and action plans were developed to allow quicker and more full resolution. The new strategy and process allows the integrated teams to proactively resolve any operational issues that customers voice on social.

Agents, on average, resolve urgent issues within an hour of initial contact. Customers on social have come to expect immediate responses due to our past efforts but now are also receiving near immediate resolutions as well.


Hertz was able to increase their JD Power ranking a total of 26 points to take the second place position for overall customer satisfaction amongst rental companies. The percentage of messages with negative sentiment decreased by 24% versus the previous year while seeing an additional 74% increase in incoming messages.

Brickfish's NPS surveys show that amongst customers who reached out for assistance Hertz saw a score of -4.2 meaning they were converting almost half of concerned customers to promoters.


Entrant Company / Organization Name

Brickfish, Hertz


Entry Credits