Témoignages clients

Yext fournit une solution évolutive pour les plus de 6 000 agences d'Enterprise Holdings

45 % augmentation annuelle du nombre de clics pour obtenir un itinéraire
39% millions de clics
31 % augmentation annuelle du nombre de clics
Secteur
Automobile
Taille
6 000 agences en Amérique du Nord
Siège social
St. Louis, Missouri, États-Unis
Le défi
Enterprise avait besoin d'une solution automatisée et évolutive pour gérer les informations de milliers d'agences à travers un écosystème digital englobant les applications, les listings, les cartes, les moteurs de recherche et les assistants vocaux.
Voir les résultats

Le défi de l’industrie

« Notre fer de lance, c’est avant tout la puissance de nos marques. Cependant, il est essentiel de prendre en compte tous les aspects du parcours client. Les consommateurs se tournent de plus en plus vers de nouvelles technologies digitales afin de rechercher, organiser et réserver leurs voyages. Cela comprend les applications, les médias sociaux et les assistants vocaux. Face à toutes les nouvelles technologies qui émergent, Yext nous a permis de pérenniser nos marques en pleine révolution du comportement des consommateurs. Il est essentiel de fournir des informations exactes aux consommateurs et que nos marques et secteurs leurs soient facilement accessibles, qu’ils recherchent un véhicule, une agence ou des horaires d’ouverture spécifiques, ou qu’ils comparent plusieurs agences entre elles. Yext nous permet d’optimiser et de gérer les informations relatives à nos marques efficacement et à grande échelle. »

In the early days of digital, Enterprise managed the facts about its locations directly through Google, but it faced challenges when it came to scale and consistency. “We were trying to manage our location information internally,” says James Wilson, Global Performance Marketing Manager. “It was unmanageable to stay on top of it all. We frequently have new locations opening, relocating, hours changing, seasonal hours, etc. At one point, we had someone on our SEO team spending most of their time trying to manage all of this and eventually it became too cumbersome.”

On top of that, Google wasn’t the only place where Enterprise’s location and brand information appeared to consumers. “It was challenging to manage our data on all the important websites and apps,” adds Wilson. “As time went on, the emergence of social media and the iPhone advanced the use of mobile and all kinds of apps where people could find travel and rental information proliferated. At that point, we needed a more automated solution. That’s when we began working with Yext.”

«Customer service is our way of life at Enterprise Holdings. We chose Yext to improve our online discoverability while delivering the best possible customer experience.»
James Wilson Global Performance Marketing Manager

A centralized solution to make updates at scale.

With Yext, Enterprise is able to update the facts about its brand across approximately 175 digital services globally — all from a single dashboard. “We have a central system from which we pull our location data,” explains Brook Warnhoff, Senior Digital Marketing Specialist. “Our operations teams are able to update the data themselves, and then we send those updates in a feed through Yext.”

While accurate, up-to-date brand information is important for day-to-day operations, it can be especially crucial during unforeseen circumstances. Dramatic weather events, for example, create conditions that increase consumer urgency and the need for greater operational efficiency. The ability to respond to shifting conditions is imperative when it comes to maintaining brand value and customer loyalty.

“One big benefit for Enterprise is how fast Yext can react and change our locations’ vital information,” Warnhoff says. “For example, when Hurricane Florence hit the Carolinas, the storm affected hundreds of our locations. I was able to send over a daily report saying which locations were closed, which ones were open, if they just had adjusted hours, and Yext was able to get that information updated online as quickly as possible. That meant people searching on Google could see which locations were actually closed and when they were going to open again.”

Enterprise’s Performance Marketing Team assessed the overall value of Yext’s services.

“It’s always important to understand the value of our marketing investments,” Wilson says. “We’ve been able to implement analytics to measure the impact from the listings we manage through Yext. When we look at the bottom line compared to other digital acquisition channels, it’s the most efficient in terms of driving volume at a low cost.”

“We’re really excited about the project we recently completed to fully automate our process so that we’re updating location data daily. This significantly cuts down on time spent troubleshooting one-off issues, freeing up resources to focus on more strategic initiatives. Looking forward, having our location-related data more accurate and feeding out to Google and other services will help us become easily discoverable through emerging trends like voice search.”

The strength of our brands is our foundation, but it’s important to consider all aspects of the customer journey. Customers are increasingly turning to new digital technologies to research, plan, and book travel. This includes apps, social media, and voice-based assistants. Yext has helped us future-proof our brands as consumer behavior shifts with new technology. Regardless of whether someone is comparison shopping, looking for a specific type of vehicle, location, or business hours, it’s crucial they get the correct information and that our brands and business lines are easily discoverable. Yext empowers us to effectively manage and optimize at scale.”

«Since our program began, we've seen a marked increase in the quality and accuracy of our public facing information such as operating hours, addresses, and phone numbers. Our customers have responded with more bookings and higher satisfaction metrics.»
James Wilson Global Performance Marketing Manager

La différence

L’équipe du performance marketing d’Enterprise a évalué la valeur globale des services Yext.

« Comprendre l’efficacité de nos investissements marketing a toujours été primordial », explique James Wilson. « Nous avons pu mettre en œuvre une stratégie analytique pour évaluer l’impact de Yext sur les listings que nous gérons avec eux. Lorsque nous regardons les résultats nets par rapport à d’autres canaux d’acquisition digitale, Yext est la plateforme la plus efficace ; elle nous permet d’attirer beaucoup de consommateurs à un faible coût. »

« Nous sommes particulièrement enthousiastes vis-à-vis d’un projet que nous venons tout juste de terminer : il s’agissait d’automatiser entièrement nos processus afin de mettre à jour nos données d’établissement quotidiennement. Cela réduit considérablement le temps passé à résoudre des problèmes ponctuels, libérant ainsi des ressources qui peuvent être utilisées à des fins plus stratégiques. À l’avenir, le fait de proposer des données d’établissement plus fiables, disponibles sur Google et d’autres plateformes, permettra à nos marques d’être plus accessibles via les nouvelles tendances comme les assistants vocaux. »

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