What business problem(s) did your organization / project face, and why did you choose a digital adoption strategy to help you solve it?
United Rentals offers our customers the ability to log into our industry-leading digital worksite management platform to increase visibility and management of rental equipment. To keep our position as a “Digital” innovator and thought leader in our space, we want to create the easiest and best online customer experience. Self-evaluation of our product revealed our best opportunity for improvement was to design an onboarding experience that accelerated our customer’s time to value, expanded our value delivery to existing customers, and improved new feature rollouts.
We determined that choosing a DAP was the best way to get this done. We evaluated five DAPs and selected WalkMe.
How did you use WalkMe, in conjunction with other strategies and technologies, to address your challenges?
First, we “mapped” our product with the WalkMe Insights tools. Second, we used the early Google Analytics data and stakeholder BI to develop in-app content on the visited pages and most completed tasks.
As soon as these two steps were complete, we began getting valuable user insights. For example, we could see what customers were searching for in our navigator, the terms they used in the search, or where they were in the tool when they had a question. We even validated our suspicion that there is distinct role-based segmentation based on what they were doing in our platform.
We learned that our users frequently entered search terms related to bill pay, PO, and invoice management. We used this information to update our existing bill pay functions with WalkMe Launchers, SmartTips, Trackers, Smart WalkThrus, Funnels, and Tracked Events. Additionally, we coordinated with internal teams to digitally market customer communications around the ease of submitting bill payments and lien release requests, coupled with the Permalinks offered through WalkMe.
The results of our efforts had a transformational impact on our business. We saw an increase in the number of online payments (>60% YoY in Feb) and the number of online lien release requests (>17% YoY in Feb). This growth strongly correlates to the number of walk-thrus taken by the end-user.
How does your digital adoption strategy, especially with regard to WalkMe, impact or benefit your end-users?
Ultimately, our digital adoption strategy offers our users a simpler, more productive, and efficient way to accomplish action items in and around the equipment rental process. These benefits include:
- WM helps eliminate customer pain points found with profiles set up at sign up.
- Increases the number of digital tools utilized by our users
- “Guiding” users to complete tasks and find answers reduces friction and accelerates time to value.
- Leverage the tool to provide more streamlined and consistent messaging, especially when selling and training external users
- Reduces the number of touchpoints required to resolve an issue
How does your digital adoption strategy, especially with regard to WalkMe, impact or benefit your team and/or leadership team?
WalkMe and its insights effectively are the catalysts of a new Customer Success group in our company. The WalkMe platform has significantly influenced how our teams consider and approach product development, prioritization of new product feature launches, and communication of those items internally and externally.
The WalkMe DAP provides our team with alternative considerations to introduce and execute a digital application, without the need to create an IT project that might sit in a queue for weeks or months. Instead, we can set up a tracker, funnel, shout out, or Smart WalkThru in a matter of a few minutes – and begin receiving insights into our user behaviors and product engagement almost immediately.
The real-time feedback enables us to understand users’ activities and challenges to make more informed strategic decisions with our product development priorities. Information in Insights is readily available and provides a window into our user’s experience.
How has your digital adoption strategy, especially with regard to WalkMe, helped your organization better achieve its mission, goals, or values?
As we saw with the case studies around online bill pay and online lien release requests, we can have a tangible impact on the business. We can use WalkMe to create better outcomes for the customer and the company.
Our mission to have the leading digital worksite platform and make the easiest and best rental experience is enabled by what we are doing with WalkMe. Furthermore, we are seeing growth in the number of new users on our platform and an increase in the number of digital tools that our existing users are leveraging.
How has the success of your digital adoption strategy helped to change the perceptions or attitudes of your stakeholders?
The build-out of the Help Center allowed us to house an expansive resource library that resides on the landing page of our website. The Help Center has received overwhelmingly favorable responses from stakeholders. Additionally, comments around the use of smart tips, shout-outs, and launchers on various pages on the site are complimentary.
We see an uptick in the number of stakeholders who want to see more content specific to their business units added to our Help Center.
More importantly, we have dispelled a longstanding misconception of our digital tools; “our customers don’t really use the worksite platform.” Data shows almost 60% of all the company’s revenue is digitally engaged with the platform and has revenue retention of >95%.
What about your implementation or success makes you most proud? Why?
WalkMe has validated our team’s reputation as subject matter experts and firmly positioned us as a Digital Customer Success team.
The insights we’ve gained from WalkMe have provided data and information for our team to do what we do best, creating positive outcomes for ALL stakeholders.
About your company
United Rentals, Inc. is the largest equipment rental company in the world. The company has an integrated network of 1,278 rental locations in North America, 11 in Europe, 28 in Australia and 18 in New Zealand. In North America, the company operates in 49 states and every Canadian province. The company’s approximately 20,100 employees serve construction and industrial customers, utilities, municipalities, homeowners and others. The company offers approximately 4,300 classes of equipment for rent with a total original cost of $15.72 billion. United Rentals is a member of the Standard & Poor’s 500 Index, the Barron’s 400 Index and the Russell 3000 Index® and is headquartered in Stamford, Conn.