New Survey Reveals What Rental Car Customers Truly Want

JD Power recently released its North America Rental Car Satisfaction Study, and found there’s two things rental car customers want, first and foremost: convenience and time savings.

The study found overall customer satisfaction was markedly up for those who booked with a rental car provider that allowed them to skip the counter and go straight to the lot. Not only did skipping the counter make the process more convenient, but it also saved travelers time, about eight minutes. While that may not seem like that much, after a long travel day, it can make all the difference. However, while customers who skipped the counter reported greater satisfaction with their experience, those customers are in the minority. The study found 80 percent of customers still head to the counter.

“Given options of loyalty programs, kiosks and rental car company apps, there are more ways than ever to bypass the rental car counter and customers who take advantage of that added convenience are enjoying the benefits,” commented Azari Jones, rental car practice lead, JD Power. “But for one reason or another, many customers are choosing to take the extra time to engage with representatives at the rental car counter. The key for rental car companies looking to maximize customer satisfaction is to clearly communicate the value of direct pick-up for time-pressed travelers, and to add value at the counter by delivering personalized service and more fully addressing customers’ questions and concerns.”