United Rentals providing ‘benchmarking’ insights to customers

By Murray Pollok04 October 2021

United Rentals is using the data it collects on equipment and construction processes to provide benchmarking information for its customers.

Norty Turner, United’s Senior Vice President, Services and Advanced Solutions, speaking at the European Rental Association (ERA) Convention in Amsterdam, told delegates that it is using aggregated data from its operations to provide business insights to customers.

Norty Turner, United Rentals, speaking at the 2021 ERA Convention in Amsterdam.

“We have that data [on machine use] to show customers how they are doing compared to others….we find ways to drive productivity and safety.”

He gave the example of a customer using a particular range of equipment on a certain type of job; “the customer can say, ‘look, we’re keeping it longer’”.

Providing business insights – such as benchmarking - was one of the four key areas where Turner said technology could provide deeper customer service, with the company also focused on equipment transparency, fleet management tools, and ease of access (through mobile Apps).

On equipment transparency, Turner said a large proportion of its fleet – “closer to 100% than you think” – was now telematics enabled, and that in some cases it was tracking more than just location and working hours, with, for example, the working height of aerial platforms or the travel speed of vehicles being measured.

Its fleet management tools, meanwhile, provide customisable dashboards and rule-based alerts providing “the right data, in the right hands, at the right place.”

When asked about measuring CO2 emissions for customers, Turner responded, “we’re working on that”, although it isn’t currently available.

To a question on rental pricing based on productivity rather than rental duration, he said United was piloting technology that looks at the productivity of machines; “That’s a very interesting future, but we’re not in that reality yet.”

He concluded; “Customers have an outcome-focus and if you help them achieve those outcomes then your business will grow and your profits will rise.”

MAGAZINE
NEWSLETTER
Delivered directly to your inbox, International Rental Newsletter features the pick of the breaking news stories, product launches, show reports and more from KHL's world-class editorial team.
Latest News
IPAF introduces new health & safety category
The Safety Professional membership category is aimed at health and safety or related supervisory roles
Caterpillar announces first ever sustainability officer
Industry heavyweight creates position of chief sustainability and strategy officer as it seeks to increase sustainability
The future of equipment rental: What will change?
Appleton column: How businesses are adapting to evolutions in the rental industry, and the risks and rewards entailed
CONNECT WITH THE TEAM
Murray Pollok Managing Editor Tel: +44(0)1505 850 043 E-mail: murray.pollok@khl.com
Simon Kelly Sales Manager Tel: +44 (0) 1892 786 223 E-mail: simon.kelly@khl.com
CONNECT WITH SOCIAL MEDIA