Delight 2013 | Delivering Delight at Zipcar

DELIGHT+ DELIVER

LESLEY MOTTLA EVP, PRODUCT & MEMBER EXPERIENCE

cars by the hour or day.gas andinsurance included.

8 // OUR MISSION OWNER’S MANUAL // 9


join, reserve, unlock, drive.

experience impacts loyalty impacts growth.

The overall feeling members have of Zipcar based on the sum of their interactions with us.

customer experience

The overall feeling members have of Zipcar based on the sum of their interactions with us.

A set of interactions that consistently exceeds the needs and expectations of a member.

customer experience the perfect customer experience

how experience impacts loyalty

-9.6

-4.4

2.0

7.8 9.9

BOTTOM QUINTILE

SECOND QUINTILE

THIRD QUINTILE

FOURTH QUINTILE

TOP QUINTILE

Customer Experience Ratings

Likely to recommend RELATIVE TO INDUSTRY AVERAGE (PERCENTAGE POINTS)

Base: 10,000 U.S. consumers Source: Temkin Group Q1 2012 Consumer Benchmark Survey

how loyalty impacts growth

500

GROWTH (INDEXED)

Source: Net Promoter System, Bain / F. Reichheld http://www.netpromotersystem.com/about/ how-is-nps-related-to-growth.aspx

YEARS

400

300

200

100

0 5 10 15 20

LOYALTY LEADER

AVERAGE

Loyal customer promoters drive growth and value by •  buying more •  staying longer •  referring friends •  providing feedback + ideas

> 2X compound

annual growth rate

ZIPCAR’S SERVICE DESIGN ECOSYSTEM

zipcar service design ecosystem

THE 6 STEPS 1

BE WITH YOUR

CUSTOMERS

4

HUMANIZE THE

DETAILS

2

IMAGINE THE

IDEAL

3

DESIGN THE WHOLE

EXPERIENCE

6

MEASURE, RINSE,

REPEAT

5

RECOVERY AS

OPPORTUNITY

BE WITH YOUR

CUSTOMERS

1

OPPORTUNITY: We want to design the best car sharing experience possible. How can we find out what matters to our members?

SOLUTION: Spend time with them. Through in-home interviews and drive-alongs, we hang out with Zipcar members to learn as much as we can about their mobility decisions in context.

be with your customers

the ZIPCAR WAY

CASE STUDY //

be with your customers OPPORTUNITY: CustomMade is a two-sided marketplace for both makers and buyers, and establishing trust and engagement on the maker side is critical to success. Who are the makers and how can they be engaged?

SOLUTION: Spend time with them. Go to the makers, immerse in their workshops and studios, and get to know their craft and their business. It's the best way to fully understand their needs.

IMAGINE THE

IDEAL

2

OPPORTUNITY: How can we leapfrog and innovate our product offerings, and not just grow incrementally?

SOLUTION: Backcasting: by thinking about the ideal experience first, we can shoot for the right goal, then work back to accommodate existing operational and technology constraints.

imagine the ideal

the ZIPCAR WAY

Con$nuum Backcas$ng Model

CASE STUDY //

OPPORTUNITY: Business cards have been around for a long, long time. With such a time-honored product, how can we really surprise and blow our customers away?

SOLUTION: Think of the ideal experience, and over deliver in a way that they would never expect. Revolutionize the industry with MiniCards, the Luxe family of products and Printfinity.

imagine the ideal

DESIGN THE

WHOLE EXPERIENCE

3

OPPORTUNITY: Our members had trouble figuring out exactly where their Zipcar was, especially when they were going to a location for the first time.

SOLUTION: Treat each location as its own Zipcar storefront: develop guides for wayfinding, add location photos to apps and launch a location certification program.

design the whole experience

the ZIPCAR WAY

CASE STUDY //

OPPORTUNITY: Dropbox wanted its all-star interns to come back as full-time after they graduated from school.

SOLUTION: Differentiate the recruiting strategy through creativity and understanding all factors of the decision. Launch Take Your Parents to Work Day.

design the whole experience

HUMANIZE THE

DETAILS

4

OPPORTUNITY: In a world of automated emails and texts, what is a frugal but meaningful way to interact with our Zipcar members that both surprises and delights?

SOLUTION: Focus on the small but memorable touchpoints: deliver member WOWs from real people.

humanize the details

the ZIPCAR WAY


//every trip is a story.Each drive is our chance to deliver a great experience. We call it a ‘wow’ when we go out of our way to help a member. Once, our Boston Marketing Manager decorated a Zipcar and acted as chauffeur on a member’s wedding day.

THE BENEFITS OF CAR SHARING.T

PRIVATE CAR:

1 $715per month

ZIPCAR:

49 $150per month

5,500 miles per year

When more people drive less, there are more financial savings for them and fewer carbon emissions for everybody.

driver to every car

15,000 miles per year

members to every car

Sources: Transportation Sustainability Research Center, Carsharing.net, Zipcar member survey

CASE STUDY //

OPPORTUNITY: As Warby Parker empowers people to buy glasses directly online, how do they design their customer experience to compete with retail shops?

SOLUTION: Rethink traditional service channels: launch a Home Try-On program, and allow users to send photos to the social media team to help them select a style – both to humanize the digital experience.

humanize the details

RECOVERY AS

OPPORTUNITY

5

OPPORTUNITY: A Boston Duckboat and a bride in a Zipcar collided while she was on her way to her wedding.

SOLUTION: Turn a potential catastrophe into a spotlight moment.

recovery as opportunity

the ZIPCAR WAY

MEASURE, RINSE,

REPEAT

6

OPPORTUNITY: We always put the member first, but how can we quantify how well we are doing that and decide where we need to improve?

SOLUTION: Design a continuous system of loyalty feedback, feedback along the journey and within touchpoints, and hold all of our teams accountable.

measure, rinse, repeat

the ZIPCAR WAY

Some moments of truth

THE 6 STEPS 1

BE WITH YOUR

CUSTOMERS

4

HUMANIZE THE

DETAILS

2

IMAGINE THE

IDEAL

3

DESIGN THE WHOLE

EXPERIENCE

6

MEASURE, RINSE,

REPEAT

5

RECOVERY AS

OPPORTUNITY

see you on

the road.

72 // APPENDIX

SEE YOU ON THE ROAD (+

thanks)

Delight 2013 | Delivering Delight at Zipcar

Business

Transcript of Delight 2013 | Delivering Delight at Zipcar