November 24, 2025
Hertz Car Rentals Highlights the Success of Its Customer Experience Revamp
Hertz was talking through its latest financial results recently. And a good chunk of the earnings call was taken up revisiting the US car rental company’s customer experience improvement efforts.
The company hit revenue of $2.5 billion in the third quarter of 2025, and execution of a back-to-basics strategy delivered $184 million of net income. As part of that, the company noted some of the short-term wins have come from a critical review of commercial strategies and tactics.
The Costs of Letting CX Get Stale
According to Sandeep Dube, Chief Commercial Officer, “Many of these haven’t been innovated for years, and we’ve been acting upon them with urgency, including driving a better customer experience, which leads to better pricing power, generating greater durable demand from higher margin channels and segments, including continued diversification beyond airport, improving our pricing tactics and strategies, elevating our revenue management tools and processes, monetizing our higher RPU assets more effectively, and integrating world-class commercial talent into our team.”
“An insight into what’s to come, let’s detail the initiatives a bit, starting with delivering better customer experience, a pathway to greater repeat business and brand advocacy. Our focus is on delivering greater consistency, convenience, and care across our customers’ rental journey, knowing that when we invest in our customers, they invest in us. Great customer experiences start with great employee experiences.”
Hertz Driving A Better Employee and Customer Experience
“This quarter, we focused on reconnecting our employees around the world through new communication channels and giving them the right tools to succeed.
We rolled out a new customer experience training, empowering our customer-facing teams with new approaches to get it right and make it right each time. We also leverage technology to deliver a smoother customer experience, including making it easier to modify reservations and purchase upgrades digitally, enabling rental extensions, and building on customer trust through improved post-rental communications.
The AI-powered chat and call support launched earlier this year now services 72% of US inbound chats, delivering faster resolutions and improved satisfaction while also delivering cost efficiency.”
A 50% Boost in NPS and More…
“These improvements translated into a nearly 50% increase in our North American Net Promoter Score versus last year, a clear signal that customers are noticing the difference.
To help build further momentum, we welcomed a seasoned leader yesterday as our new Chief Customer Experience Officer. This last quarter, we made progress on growing and diversifying durable demand, a strategy important in growing RPD as it enables us to curate our portfolio by weaning off lower-yielding demand.
In the US, app bookings increased by 800 basis points year-over-year, making the app our fastest-growing channel. We simplified membership sign-up and added exclusive benefits. Previously, we said we would further diversify revenue streams through our off-airport and rideshare business lines.”
“So stepping back, the playbook is working, and the results prove it. Better customer experience is increasing loyalty, driving more durable demand. Our revenue management transformation is off the starting block, led by world-class talent.
Revenue metrics improved through the quarter, including a pathway to better RPD. With that, I’ll hand it over to Scott to walk through our financial performance and liquidity.”
We’ve seen more companies talk about their CX efforts in earnings call, citing its value, and discussing the methods they use to improve.
For example, the likes of Airbnb is making massive strides in evolving the customer experience. And when the Chairman of British Airways is aware of its importance, it shows CX is now a top-table issue for all businesses.
