Customer Loyalty.

Working with the team at Budget Atlanta, MaybeForYou helped develop a fully automated loyalty program to gain more profound insights into customer behavior.

Budget's Customer Loyalty Application

The Challenge

The Betterway Group is Avis Budget’s oldest and largest franchise, independently operating since 1977 in the seven metropolitan areas of Atlanta, Birmingham, Kansas City, Memphis, Nebraska, Utah, and Wichita.

While a loyalty program was in existence, due to its lack of automation and integration, it wasn't successful in meeting the needs of the franchise or their customers.

Budget approached MaybeForYou to develop a strategy for overhauling the program. With the primary goals of creating a great customer experience and streamlining internal operations.


  • Customer & Stakeholder Interviews

  • Ethnography Studies

  • Information Architecture

  • Product Strategy & Roadmap

  • Wireframes & Interactive Prototypes

  • UI Design

  • Front End & Technical Development

Budget Loyalty Program Wireframes

The Process

Our first step was to interview senior level executive, marketing, and IT team members to gain a deeper understanding of where the current program was falling short. Our findings led us to recommend a ground-up rebuild of the program. Providing the flexibility needed to build a solution that would solve the internal program operations rather than just mitigating them.

From these initial meetings, we scheduled a series of in-person and online interviews with customers to gain a better understanding of their needs, and learn about the kind of rewards that would keep them engaged.

With a clear picture of both the customers' and the business's needs, we put together a strategic roadmap for a 12-month project rollout. Consisting of a responsive website with an easy to use administrative backend.

Budget Marketing Image Budget Loyalty Website Budget Loyalty Mobile App

The Results

The result is a full-featured loyalty program: Betterway Rewards. More than a responsive website, the program is a unified cross-platform solution that offers consistent rewards, messaging, and benefits to customers in all of the Betterway’s markets.

The program allows the organization to gather consistent data on their customers, in turn leading to better marketing campaigns targeted at actual rental behavior.

Budget has seen a tremendous increase (15x) in sign-ups, point redemptions, and overall customer satisfaction, leading to a more engaged customer base and higher bottom line sales.

MaybeForYou helped us develop a fully automated loyalty program from the ground up. The knowledgeable team at MaybeForYou was very detail-oriented and extremely organized, making the entire process smooth and easy. We are thrilled with our new program and the results it is driving.
Jennifer Gelder Jennifer Gelder VP, Marketing at Budget Rent a Car

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