As a first-time car renter, I wasn't quite sure what to expect. Overall, I was pleasantly surprised with Hertz's service. The airport shuttle took about 10 minutes to get from the airport to the rental car center that's located offsite. We got in midday on a Saturday, and I waited less than 10 minutes in line to pick up my car. I was expecting the customer service employee to be extremely pushy (add-on car insurance, upgrades, etc), however he didn't push me after I politely declined those additions. We were directed to a specific zone in the parking lot and was able to select any of the cars. Keys were inside the car when we opened the doors, and it smelled like a new car. Taking the advice of friends, we took pictures of all the existing scratches, dings, dents, etc. before driving off.
Returning the car was a breeze. Cleaned out our trash and made sure that we left the car as we had received it. So far, no unexpected charges! Leaving this review as it seems that most people want to just complain about their experiences, however I think that if you just treat the car as if you were borrowing from a friend, you should be fine. Would rent again from Hertz in Phoenix!