Hertz’s transactional communications had been assembled over several years by multiple teams, resulting in an inconsistent and sometimes confusing experience for customers. The rental giant needed a clearer, more cohesive journey—one that prioritized transparency, reduced friction, and enhanced the user experience while still addressing the needs of multiple stakeholders.

I was tasked with reimagining this journey and began with the creation of a comprehensive transactional best practices guidebook to act as a single-source-of-truth for the Hertz team. Through strategic rewriting and structural improvements, my team helped Hertz turn essential communications into a seamless, trust-building experience for renters.

Hertz Transactional Overhaul


Detours Ahead: Navigating a Fragmented Customer Journey

Without a cohesive communication strategy, Hertz rental customers often faced confusion, leading to frustration and a high volume of support calls. Hertz needed a comprehensive approach to its transactional messaging that would enhance user experience, streamline processes, and maintain operational efficiency. The challenge was to ensure that every touchpoint felt clear, friendly, and aligned with Hertz’s brand identity, while also accommodating the complex needs of a global business.

Shifting Gears:
A Strategic Solution

I led the creation of a comprehensive transactional best practices guidebook—an essential single source of truth for the Hertz team. This guide provided clear standards for tone, structure, and content, ensuring that every customer interaction was user-friendly, informative, and on-brand.

Collaborating closely with stakeholders, I mapped out the full customer journey, identifying pain points and optimizing each interaction for clarity and ease. By incorporating dynamic elements to address different rental scenarios, we created a flexible system that could adapt to various customer needs while maintaining consistency across communications.

Full Speed Ahead:
Results that Matter

The new transactional experience delivered immediate improvements, streamlining communications and significantly reducing customer confusion and support calls. Renters now receive clear, timely messages that anticipate their needs, outline next steps, and reinforce trust in the Hertz brand.

By transforming essential communications into strategic touchpoints, Hertz not only enhanced customer satisfaction but also built lasting brand loyalty. This project demonstrated that even the most functional messaging, when thoughtfully crafted, can foster meaningful connections and drive business success.