Hertz Demonstrates How Corporations Fail To Capitalize On Data

I just booked a car on Hertz. I’m a GoldClub person, have been for decades. This means that Hertz knows where I live.

hertz promoI got a promo/suggestion to enroll to use Hertz’s alternative to ZipCar (“on demand“). When I clicked “enroll”, Hertz delivered a reservation form not an enrollment form.

I clicked on the ‘show me all locations’ link …. here’s that map. Notice that there is NO icon for Washington!

Hertz On Demand Map
Hertz On Demand Isn’t Widely Available

The icons don’t represent the state but a specific location. (No idea what the relative sizes mean.) The number of locations is so meager as to make any promotion annoying when blasted indiscriminately.

This is a poster-child example of how corporations fail to use information that they have about you when talking to you. (Remember, I was logged in!)

And I never did see the “enroll” form.

PS: After I wrote this, I found where Hertz says that there IS a location in Tacoma … but I was never able to find a time when there was a car available for pickup.




By Kathy E. Gill

Digital evangelist, speaker, writer, educator. Transplanted Southerner; teach newbies to ride motorcycles! @kegill

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.