Lesley Mottla shares 7 tips for delighting customers and growing business from Zipcar at the Delight 2013 event. Originally presented at Delight 2013, Oct. 7-8, 2013. http://delight.us/conference

1. DELIGHT+
DELIVER
LESLEY MOTTLA
EVP, PRODUCT & MEMBER EXPERIENCE

3. cars by the
hour or day.
gas and
insurance
included.
8 // OUR MISSION OWNER

4. join,
reserve,
unlock,
drive.

5. experience
impacts
loyalty
impacts
growth.

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

7. 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

8. 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

9. 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

10. ZIPCAR’S
SERVICE
DESIGN
ECOSYSTEM

11. zipcar service
design ecosystem

12. zipcar service
design ecosystem

13. zipcar service
design ecosystem

14. zipcar service
design ecosystem

15. zipcar service
design ecosystem

16. 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

17. BE
WITH
YOUR
CUSTOMERS
1

18. 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

19. 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.

20. IMAGINE
THE
IDEAL
2

21. 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

22. 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

23. DESIGN
THE
WHOLE
EXPERIENCE
3

24. 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

25. 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

26. HUMANIZE
THE
DETAILS
4

27. 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
OWNER’S MANUAL // 13

28. 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

29. RECOVERY
AS
OPPORTUNITY
5

30. 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

31. MEASURE,
RINSE,
REPEAT
6

32. 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

33. 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

34. s
SEE YOU
ON THE
ROAD(+
thanks)