At SoudCoh, we pride ourselves on delivering innovative solutions that elevate customer experiences. Our recent project with Turo, a leading peer-to-peer car-sharing platform, showcases our commitment to transforming customer journeys and driving success.

Understanding the Challenge

Turo approached us with a pressing concern: customers were experiencing issues that could potentially drive them away from the platform. Our mission was to delve deep into the existing customer experience, scrutinise reviews and feedback, and pinpoint areas of dissatisfaction. We discovered several pain points, including inconsistencies in car cleanliness and dissatisfaction with both renters and owners during the booking process.

How We Did It:We began by conducting a comprehensive audit of Turo's customer feedback. This involved analysing thousands of reviews and direct feedback from users to identify common themes and recurring issues. Our team also interviewed both renters and owners to gain a deeper understanding of their experiences and challenges.

Uncovering the Issues

Through comprehensive analysis, we identified the core issues plaguing Turo's customer experience. Some users were unhappy with the cleanliness of cars, which often did not match the descriptions. This mismatch led to unnecessary cleaning fees and a poor user experience. Additionally, the lack of reliable information about the state of the cars before booking was a significant concern.

How We Did It:To uncover these issues, we employed a multi-faceted approach:

1. Data Analysis: We utilised advanced data analytics to sift through customer reviews and feedback, categorising the complaints and identifying the most critical issues.
2. User Interviews: We conducted in-depth interviews with a diverse group of Turo users, including both renters and car owners, to gain qualitative insights.
3. Mystery Shopping: Our team also participated in the car-sharing process as both renters and owners to experience the issues firsthand.

Problems Encountered:During our analysis, we encountered several challenges:

1. Data Volume: The sheer volume of feedback data was overwhelming, requiring sophisticated data processing tools to manage and analyse.
2. User Reluctance: Some users were initially reluctant to share their honest experiences, fearing repercussions.

Resolution:

1. Advanced Analytics: We implemented advanced data analytics tools to manage and interpret the vast amounts of data efficiently.
2. Anonymity Assurance: We assured users of complete anonymity in their feedback, which encouraged more honest and detailed responses.

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Crafting the Solution

To address these challenges, SoudCoh established a clear set of value propositions for Turo. These value propositions became the pillars for Turo’s future success:

1. Enhanced Information Reliability: We implemented a system where previous renters' cleanliness reviews were prominently displayed unless the car owner provided updated images proving the car's condition had been rectified. This ensured transparency and helped manage renters' expectations.
2. How We Did It:We collaborated with Turo’s IT and development teams to design and implement a feature that automatically displayed the latest cleanliness review. This feature also allowed car owners to upload new images if they improved the car’s condition.
3. Problems Encountered:Integrating this new feature with Turo’s existing platform without disrupting current operations was a significant challenge.
4. Resolution:Our team worked closely with Turo’s IT department to ensure a seamless integration. We conducted rigorous testing and phased rollouts to minimise any potential disruptions.
5. Referral System: We introduced a referral system, allowing Turo users to refer friends and family in exchange for discounts on their own bookings. This not only incentivised users to promote the platform but also served as an effective marketing tool.
6. How We Did It:We developed a referral program structure that was easy to understand and use. We also created marketing materials and in-app prompts to encourage users to participate.
7. Problems Encountered:Ensuring the referral system was attractive yet sustainable for Turo’s business model was a balancing act.
8. Resolution:By conducting financial impact analyses and user acceptance testing, we fine-tuned the referral system to maximise user engagement while maintaining profitability.

Delivering Results

Our role in this project was instrumental. By working closely with Turo, we were able to streamline processes, set a clear vision, and ensure alignment across various departments. The milestone-based billing ensured that we provided tangible outcomes at every stage, reinforcing our commitment to delivering measurable value.

How We Did It:We established a project management framework that included regular check-ins, progress reports, and milestone reviews. This framework ensured that all stakeholders were aligned and informed throughout the project.

Problems Encountered:Coordinating across multiple departments and ensuring consistent communication was challenging, especially with remote teams.

Resolution:We utilised collaboration tools and established a centralised communication hub to facilitate seamless interactions. Regular virtual meetings and updates kept everyone on the same page.

The Impact

With SoudCoh’s guidance, Turo significantly improved the reliability of the information on their app and website, leading to better customer satisfaction. The referral system turned users into advocates, driving organic growth and enhancing the platform's reputation.

How We Did It:Post-implementation, we conducted user surveys and gathered feedback to measure the impact of our solutions. We also monitored key performance indicators (KPIs) to assess improvements in customer satisfaction and platform usage.

Problems Encountered:Initial user adoption of the new features was slower than anticipated.

Resolution:We launched targeted educational campaigns and provided support to users to help them understand and utilise the new features effectively.

Conclusion

At SoudCoh, we believe in the power of transforming customer experiences to drive business success. Our collaboration with Turo is a testament to our ability to deliver innovative solutions that resonate with customers and propel companies towards their goals. By identifying and addressing critical issues, establishing clear value propositions, and implementing effective solutions, we were able to help Turo reinvent its customer experience in Australia.

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