Zipcar shifts gears with Unwrap: Assessing thousands of NPS responses to improve member experience

Zipcar is the world’s leading car-share service. It allows people and partners to easily book cars near them, by the hour or day, with upfront pricing. Because Zipcar serves a large member base, it receives huge volumes of customer feedback every week.

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Members choose Zipcar for its convenience versus the costs and hassles of personal car ownership—and they provide nuanced and complex feedback.

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Zipcar’s user research and customer insights team used to manually categorize and sort raw unstructured data, with the aim to organize and prioritize improvements for the member experience. This was a time-consuming and overwhelming task—until they partnered with Unwrap.ai.

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Zipcar’s opportunity to unwrap “Open Feedback” data

Zipcar collects member feedback via Net Promoter Score (NPS) surveys, including tens of thousands of freeform text responses. They aim to categorize this feedback to understand key customer trends. One particular category, “Other,” caused headaches for the user research and customer insights team at Zipcar.

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“‘The 'Other’ category is a catchall for open response data. We receive mountains of feedback and data, so are eager to identify opportunities to improve our member and partner experience” -Hayley O’Brien, senior manager of user research & customer insights, Zipcar 

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Without an automatic way to identify and quantify the trends within open feedback, the team had to comb through open responses to spot patterns, which was time-consuming and difficult.

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The solution Unwrap.ai provided 

Unwrap provided easy visibility into member feedback and helped the product team accurately pinpoint, prioritize, and address opportunities to enhance the member experience.

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“Once we fed our data into Unwrap, we could dig deeper into member feedback. Because of Unwrap, every month I can say, ‘These are the top five opportunities in this category’ and quantitatively show how we’ve moved the needle month over month as we continuously improve our member experience.”

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For example, all Zipcars should have a fuel card in the visor that members use to pay for gas (which Zipcar pays for). When fuel cards are missing from a car, drivers pay for gas out of pocket and are reimbursed by Zipcar—a known pain point for members.

However, before using Unwrap, Zipcar could not easily identify the scope of members’ feedback as it pertained to missing gas cards. 

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“Now that we have tangible, data-backed trends to show that a missing fuel card is a key opportunity to improve the member experience, we can prioritize fuel cards and create a roadmap to support this member enhancement across functions and in our budget.”

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How Zipcar plans to grow with Unwrap

Zipcar will continue to better align its product experience with what they’re hearing from members. And Unwrap will help them do so.

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“NPS is our biggest mountain of data, which is why we started with it, but I also want to access various areas of member feedback—like from the app store. To have feedback from all channels visible in one place will provide a holistic view of what our members are saying, which will help us continually improve their experience.”

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Zipcar, in partnership with Unwrap, will continue to uncover patterns in member feedback and action on that data—all at a scale that wasn't previously possible.

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“It’s an understatement to say we “saved time” using Unwrap. This automatic process didn't exist before—our quantitative visibility into customer feedback was nearly impossible. Now, analyzing open feedback data is simple and we can easily take action.”