Enterprise's Experience Research team knew that their customers' experiences around mobility rental were shifting and that they needed to adapt. Using dscout, they created a series of holistic journey maps to capture both the perceptions and experiences of customers across a hybrid touchpoint process. dscout's rich, actionable data helped them create a more personalized, user-controllable, and frictionless environment. Here's how...
The Enterprise team was interested in sourcing friction points with their digital app and broader renting program. Specifically, they wanted to create a smooth, more anticipatory experience for customers, offering them more control, flexibility, and comfort. In particular, the team wanted to investigate differences between physical and digital process variations.
Using dscout's Diary and Recruit tools, the team recruited Enterprise customers who were taking trips that included a rental product across six locations. They captured micro-moments along each stage of the rental journey, from checking in and finishing paperwork to selecting a vehicle and returning it. The team created questions focused not only on usability metrics, but also attitudinal ones to create a more holistic picture.
The team used the messaging feature to ask probing and follow-up questions, digging into specific areas of opportunity or asking for clarification. In all, they collected over 400 unique journey moments over three weeks. To date, the team has invited over 2,000 Enterprise customers to take part in studies like this, creating a flexible, ongoing research practice.
dscout's Diary tool offered natural moments of product engagement, whether that was in a shuttle on the way to a rental location, just before selecting a car, or even in the car before driving away. These moments created an on-the-ground, undeniable look at the real experience of current customers and made for eye-opening insights for stakeholders. That depth of detail surfaced optimization areas and moments when the experience could better serve the customer needs...all done safely and at scale.
The authenticity of the research also created some real drivers of action. Participants were honest, authentic, and shared frankly their highs and lows, which only added emphasis for the team's recommendations.
Ben is the product evangelist at dscout, where he spreads the “good news” of contextual research, helps customers understand how to get the most from dscout, and impersonates everyone in the office. He has a doctorate in communication studies from Arizona State University, studying “nonverbal courtship signals”, a.k.a. flirting. No, he doesn’t have dating advice for you.