Case Study - Process Optimization & Operational Transformation for a National Rental Car Provider
Introduction: Scaling Operations at a New Facility Comes with Growing Pains
When a leading national rental car provider transitioned into the newly opened Los Angeles Consolidated Rent-A-Car (LAX CONRAC) facility, it marked a significant milestone for their West Coast operations. However, moving from a company-run location into a shared, high-traffic environment also brought unforeseen complexity. The vast layout, shared spaces, and overlapping workflows with competitors such as Sixt and Avis introduced logistical headaches that directly impacted staff efficiency, customer satisfaction, and fleet management.
From excessive manual processes to disjointed communication, the company was experiencing delays, costly missteps, and inefficiencies at nearly every touchpoint. They needed to reimagine their operations with a strategy grounded in data, process improvement, and scalable system design. That’s where Brewster Consulting Group stepped in to provide process improvement consulting services.
The Challenge: Complexity, Congestion, and Communication Gaps
As the client scaled into the LAX CONRAC facility, several operational breakdowns surfaced:
- Facility transition hurdles: The scale and shared nature of LAX CONRAC introduced challenges in staff coordination, vehicle staging, and customer wayfinding.
- Workflow inefficiencies:
Outdated, paper-heavy processes and long walking routes led to wasted time and decreased staff productivity.
- Customer experience breakdowns: Multiple manual checkpoints and outdated queuing systems resulted in long wait times and an inconsistent rental experience.
- Fleet utilization issues: Misaligned vehicle classification and staging often led to costly free upgrades and suboptimal fleet usage.
- Shared space friction: Overlapping check-in zones with other providers created congestion and confusion for both staff and customers.
- Maintenance workflow disruptions: Poor vehicle staging practices, even from competitor operations, occasionally reduced the availability of ready-to-rent cars.
Each of these issues compounded to create a system where inefficiency was the norm, not the exception.
Our Process: Data-Driven Redesign, Grounded in Six Sigma
To drive transformational change, Brewster Consulting Group deployed a team led by a certified Six Sigma Black Belt. The approach was holistic, data-informed, and highly collaborative; designed to streamline operations and optimize both the employee and customer experience.
Key actions included:
- Site analysis and competitive benchmarking: We conducted an in-depth operational walkthrough and compared the client's practices to high-performing peers, such as Avis.
-Workflow mapping and friction point identification: Existing processes were analyzed end-to-end to uncover redundant steps and inefficiencies.
-Customer and vehicle flow redesign: Movement paths were reconstructed to minimize unnecessary stops and streamline operations.
-Labor model optimization: Role responsibilities were clarified and adjusted to eliminate overlap and better match skillsets to needs.
-Digital transformation planning: A roadmap was developed to transition from paper-based to fully digital workflows.
-KPI framework design: Custom metrics were introduced to monitor performance in real-time.
-Shared space strategy: We advised on space utilization to reduce congestion in areas co-managed with other providers.
The Results: Tangible Improvements and a Clear Path to Scalable Growth
Brewster Consulting delivered a comprehensive, prioritized solution roadmap with both short-term wins and long-term structural improvements.
Key outcomes included:
- Intelligent vehicle classification system: Cars were now staged by type (SUVs, hybrids, luxury) in clearly defined lanes, reducing turnaround times and minimizing unnecessary customer upgrades.
- Paperless transformation: The company transitioned to iPads for inspections and digital rental agreements, enabling real-time damage documentation and eliminating paper dependency.
- Stall-based routing model: A new numbered stall system allowed customers to go straight from check-in to their assigned vehicle, completely bypassing traditional service booths.
- Role optimization: The workforce was restructured into three clearly defined roles, staging agents, drivers, and service agents, each with streamlined responsibilities, improving accountability and flow.
- Communication enhancements: Staff were equipped with Motorola walkie-talkies to support real-time coordination across the expansive facility, minimizing delays and miscommunication.
The Impact: Faster Turnarounds, Better Experiences, and Operational Clarity
The implementation of Brewster’s operational enhancements led to
some immediate quick wins for the rental car provider.
Real-time visibility and communication tools empowered staff to respond quickly to shifting operational needs, boosting coordination across departments. Labor was more strategically allocated, with team members focused on high-value tasks instead of time-consuming manual work or redundant movements. Perhaps most importantly, the client walked away with a
scalable blueprint for success, one that can be replicated across future facility expansions to maintain consistency, performance, and customer satisfaction at scale.
Conclusion: Building a Better Rental Experience from the Ground Up
With Brewster Consulting’s guidance, the client is successfully transforming their LAX CONRAC operations from reactive and fragmented into streamlined and proactive. The engagement proved that even in a complex, shared facility, operational excellence is achievable with the right strategy, tools, and execution.
Now armed with greater clarity, real-time insights, and optimized workflows, the company is better positioned to deliver a premium experience for customers, while maximizing efficiency and profitability behind the scenes.
At Brewster Consulting Group, we recognize that managing data can be a daunting task for small and mid-sized enterprises. Allow us to assist you in harnessing the potential of operational intelligence! Reach out to one of our specialists today to refine your data strategy, optimize your processes, and establish solid governance. Ready to cultivate data analysis and propel scalable growth? Your journey begins right here!
