SIXT kooperiert mit Yext für Online-Sichtbarkeit und Reputationsmanagement

From gigantic airport installations to social media content targeting Gen Z, SIXT Autovermietung experiments with creativity and humor — and new technology. The company from Pullach was one of the first German companies on Snapchat. More recently, the company launched the world's first comprehensive mobility platform in an app that connects digital car rental, car sharing, and ride-hailing for 20 million customers. This pioneering spirit has helped the family business grow by leaps and bounds: in 1912, SIXT launched a fleet of three cars in Germany; today it is the largest car rental company in Europe with 2018 revenue reaching €2.93 billion. SIXT has roughly 270,000 vehicles worldwide across 2,200 locations in more than 100 countries.

In February 2017, SIXT sought a strategic partner with three goals in mind: increasing the visibility of the brand and its individual rental locations, optimizing data and information across digital platforms, and monitoring and responding to online reviews in real time.

Über die lokalen Business-Listings kontrolliert SIXT seine Daten und Informationen auf mehr als 100 Plattformen, darunter Google, Amazon Alexa, Apple Maps, Facebook, Bing, Yahoo und Yelp. Die Informationen von 1.312 eigenen und 400 Franchise-Standorte werden mit Yext über einen einzigen Kontrollpunkt verwaltet. So wird sichergestellt, dass Kontaktdaten, Öffnungszeiten und weitere wichtige Informationen stets aktuell, korrekt und einheitlich sind, egal wo Kund*innen suchen. „Dafür sehen wir uns alle Publisher-Vorschläge an und testen und nutzen neue Funktionen“, so Thorsten Becker, Head of SEO bei SIXT.

Yext versetzt SIXT in die Lage, über alle relevanten Dienste hinweg, von online bis offline, ein nahtloses Kundenerlebnis zu bieten. Dazu gehörten auch die Beantwortung und Analyse von Online-Bewertungen, um wertvolle Erkenntnisse zu gewinnen und den Service an den jeweiligen Standorten zu verbessern. Yext bietet SIXT über die Yext-Plattform einen detaillierten Überblick über Bewertungen und Standorte auf einen Blick. „Wir sehen es als unsere Aufgabe an, unseren Kund*innen zur Seite zu stehen und ihnen einen umfassenden Service zu bieten, indem wir ihre Meinungen ernst nehmen und uns mit ihnen auseinandersetzen“, sagt Thorsten Becker. Intern hat SIXT diese wichtigen Aufgaben in die Verantwortung der Teams SEO und Customer Care gelegt, die eng mit Yext zusammenarbeiten. „Bei SIXT stehen unsere Kund*innen an erster Stelle. Sie treffen ihre eigenen Entscheidungen und bewerten Produkte und Dienstleistungen nach ihrer Zufriedenheit“, sagt Becker. „Je mehr wir darüber lernen, welche Erwartungen sie an uns und unsere Leistungen haben, desto besser können wir uns darauf einstellen.“

In close cooperation with Yext, SIXT successfully manages the customer experience and continuously optimizes it. "The benefit and added value of customer reviews for us is that we can communicate with customers candidly and honestly. In direct dialogue, we can work in real time to make our services and products on the web even more transparent and thus make us more tangible on the whole," says Thorsten Becker. To do this, he uses various custom dashboards in Yext, each prepared to display specific KPIs at a glance, such as star ratings by location.

This investment is paying off. "We have improved our visibility and can update and monitor the data and information about our locations," says Becker. "This gives us more control over our brand online." Within six months of launch, Yext analyzed 18,000 reviews. In addition, SIXT has since seen an increase in Google Customer Actions by 29% over the previous year.

"We are pleased to count SIXT among our customers," says Michael Hartwig, Managing Partner of Central Europe at Yext. "SIXT is known for trying new things, driving innovation, and tackling new topics. The integration of Yext shows that SIXT wants to further expand its pioneering role in the digital sector. We look forward to accompanying this development by ensuring that off-site data is maintained on more than 100 digital platforms and significantly impacting online presence."

Through local business listings, SIXT controls its data and information across over 100 platforms — including Google, Amazon Alexa, Apple Maps, Facebook, Bing, Yahoo, and Yelp. Within 6 months of launching with Yext, 1,312 owned and 400 franchise locations have been integrated there.

18,000 reviews were analyzed within first 6 months with Yext.

In the first 6 months with Yext, SIXT has seen an increase of 29% in Google Customer Actions over the previous year — including clicks, calls, and card calls.