Powering a BETTER model for car rental and leasing
Singapore, March 13, 2017
BETTER Sendirian Berhad is Brunei’s biggest local car rental and leasing company, operating a fleet of about 1,000 cars. Launched in November 2016, the company quickly made its mark by offering a flexible and cost-effective service that turned the traditional car rental/leasing business model on its head. Powering this breakthrough was the award-winning BETTER Mobile App developed by NCS Portal Solutions, which helped to transform business workflows and revolutionise customer communications.
The BETTER mobile phone app available from the Google Play store and iTunes App store.
Under the traditional car rental/leasing business model, companies would purchase or lease vehicles and rent them to customers through different arrangements. For example, the customer could lease the vehicle or own it under a guaranteed buy-back programme.
The customer engagement process typically involved many discussions to finalise the rental/leasing details and arrangements. Communications were ad-hoc and unstructured and could take place through impromptu face-to-face meetings, phone calls or a variety of written channels. The customer also had to be present on-site to complete the documentation, making the whole process time-consuming, tedious and inconvenient.
BETTER entered the market with the aim of transforming the business model from “ownership” to “user-ship”. This involved simplifying many of the traditional processes and delivering greater flexibility and convenience to customers so that they only had to pay for the use of the vehicle.
The BETTER business model is enabled by a mobile app that delivers a comprehensive range of services to support the customer from the rental decision to the end of the rental contract.
The BETTER mobile app, which is available on Apple App Store and Google Play Store, revolutionises the way information is shared with the customer to facilitate decision-making. It provides information on the brands of cars that are available for rental and enables customers to compare and contrast selected models in terms of car specifications, loan terms and rental cost.
Customers can use the app to opt for a pay-as-you-go plan which ensures that they are not locked in and gives them the flexibility to select the term for their car loan. Or they can decide how long they wish to rent the cars, and select an annual mileage plan that meets their mobility needs.
The approval and verification process is streamlined, making it easy for customers to complete their transactions online. For long-term leases, the app also helps ensure that vehicles are delivered to the customer’s doorstep within 24 hours.
The app is also integrated with third-party services such as car servicing, car insurance, and 24-hour road assistance to deliver greater convenience to customers. Information on past inspection records, payment details and mileage utilisation can also be accessed easily through the app.
While using the app, customers can also communicate with BETTER through a live chat capability powered by NCS’ OneChat, which helps address customers’ technical and administrative queries in real time.
The BETTER Mobile App is the first of its kind to be developed for the car rental/leasing industry in Brunei and cements the company’s reputation as a front runner in the innovative use of technology.
“The app powers our business model which is aimed at providing a better deal to our customers with short and long-term value-for-money rental plans that address their individual needs. It works flawlessly and gives our customers complete visibility into how much they have to pay upfront so that there are no surprises when it comes to billing,” said Mubashar Khokar, Chairman of BETTER.
The app has transformed the way the company communicates and engages with customers. For BETTER, it helps ensure that business communications are managed efficiently end-to-end, from disseminating product and promotional information to addressing customer enquiries, providing business updates and capturing customer conversations.
For customers, the app makes it easy to access the information they need to make a rental decision and streamlines processes so that they are able to complete their transactions smoothly and efficiently online. It also provides them with easy access to post-sales and support services across the lifetime of the rental agreement.
The BETTER Mobile App went on to win two silver awards at MOB-EX 2017 which was held in Singapore in February 2017. MOB-EX gives recognition to organisations that have achieved success on their mobile platforms through sound and innovative mobile marketing strategies. The BETTER app shone in the categories “Informative Use of Mobile” and “Direct Response” and was also a finalist in the “Innovation” and “mCommerce” categories.
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