Rewards Experience via customer lens October 2018
NPS survey: Grab Rewards have high impact on NPS → Low Satisfaction
Research Objective Verify our understanding of ‘ consumer problems’ Understand how consumers are ‘ engaging’ with grab rewards Identify cues to ‘ enhance consumer engagement’ ‘Issues with UX design’ to make the consumer journey seamless Feedback on Rewards ‘ Tier functionality’ / differentiation
Who did we meet? ● Male / Female ● Mix of age bands - 18-24 yrs, 25-34 yrs, 35-49 yrs ● Grab Platinum members (10 consumers) ● Grab rewards users & non-users (50:50 split) ○ Grab rewards users: redeem grab rewards frequently - (at least once a month) ○ Grab rewards non-users: redeem points rarely (one in 3-6 months)
Grab Rewards - Role & Associations
Grab rewards has NO STRONG ASSOCIATION with ‘Grab’; primarily a source to get discounts on rides ‘Nothing much comes to my mind when I think of Grab rewards’ ‘I think of it as bonus money to get discounts on my grab rides’ ‘It is an incentive program for loyal customers like us to get discounts’
Reward points being used primarily for rides: Offset surcharge & rides of higher value Most purchased a ride reward at the time of booking a ride. Occasions of redeeming a reward beforehand & keeping in ‘My Rewards’: - Points are about to expire (Non users) - Promotion offering ride reward in lower points - Most had redeemed ride reward when grab announced change in reward system Point of entry to redeem ride rewards varied: - Category ‘grab’ for points redemption - Clicking on ‘View All rewards’ and selecting ride vouchers - Promo tab while making a booking a ride (1-2 respondents)
Notifications triggering consumers to look at non-ride rewards; however limited engagement beyond specific reward or first page Notifications triggering users to look at non-ride rewards, quite a few redeemed low value offers (Bubble Tea in 1$, Starbucks Tall size coffee in 2.5$) - However, users either only explored the specific reward or at best browsed through the special deals section → No motivation to browse beyond the first page - Some occasionally browsed through one or more section but rarely redeemed any offer. - One respondent was browsing actively through non-ride rewards as well, scouting for flash deals. - Few had ‘Score’ to get discounts on rides, hence were open to use points for non-ride rewards Users sometimes were also looking at/ redeeming points for lucky draws, contests to win trips (Lucky draw for a trip to Maldives) By points used to purchase rewards (Example to understand the kind of non-ride rewards being redeemed by consumers)
Understanding the grab rewards customer - User Persons which emerged..
THE ‘STRAIT-LACED GUY’ ‘‘I like being straightforward, if I am wrong, prove me wrong & i'll change my mind. If not, i'll stand by my belief’’ How can we target this customer? Traits influencing attitude towards Name: Don Ong - Shifting from ride to non-ride grab rewards Gender: Male rewards will require an - Believes one platform is for Age: 37 years old attitudinal change (which is one activity , & doesn't like Monthly expenditure on difficult) mixing things up → Keeps grab: ~500 dollars - Showcasing greater savings things straightforward & simple with non-ride vouchers could - Considers Grab a taxi provider, help hence not interested in using app for other things ‘I believe one app should be for one thing only, grab application is for for Expectations from grab rewards booking rides, not sure why do we - More ride vouchers in less have airtime and food icons there, if number of points i have to order food, i will go to the grab food app directly’ ‘Grab rewards for me is meant to get grab ride vouchers, i don’t want to waste my time looking at other things’
THE ‘DORMANT USER’ ‘Potential lies between what is and what could be’ How can we target this customer? Traits influencing attitude towards grab Name: Laing May - More customer centric rewards Gender: Female - Currently using only ride rewards , targeted approach by Age: 36 years old due to either lack of awareness of other showcasing only relevant Monthly expenditure on grab: benefits, no major impetus from grab to rewards and assisting them ~500 dollars explore other things towards decision making - However, not averse to redeeming non-ride rewards (Showed interest in redeeming rewards when we asked to browse through in the interviews). - Occasionally looks at non-ride rewards ‘I never cared to browse (notifications) through the rewards section, directly go to grab ride vouchers, but now that I am Expectations from grab rewards looking through it, some of - Limited association with grab these rewards look interesting’ rewards, rewards not a reason for satisfaction/ dissatisfaction with grab
THE ‘REWARDS SEEKER’ ‘The genius is in making the complex simple’ How can we target this Name: Naureen Faiza Traits influencing attitude towards grab customer? rewards Gender: Female - Lowest hanging fruit, - Browses frequently & on the Age: 34 years old should be easy to target lookout for relevant offers Monthly expenditure on grab: through a better rewards - Keen to use non-ride rewards but ~500 dollars experience & building currently struggling due to confidence in purchase limitations in our offering - Curious to learn about discounted deals & benefit from them ‘I browse through the offers to Expectations from grab rewards check if there are any relevant - Easy to locate discounted deals deals for me, once in a while I - Easy to find deals relevant to them am able to spot very good - Better design/ layout - can browse discounted deals’ through more offers in shorter period of time
THE ‘CHALLENGER’ ‘Maybe it is not about trying to fix something broken, maybe it's about starting over and creating something better’ Traits influencing attitude towards How can we target this Name: Timothy Low grab rewards customer? Gender: Male - Evolved consumer, with high - Potential of becoming Age: 30 years old awareness what she is getting strong advocators for the Monthly expenditure on grab: from other sources. brand if taken care of. ~300-400 dollars - Expects rewards program to - Crucial to maintain meet market standards. contextualized communication on a Expectations from grab rewards regular basis to keep them - Seeking a differentiated interested and motivated experience & feeling of being rewarded for being a loyal customer. ‘I find grab rewards to be - Greater involvement with very generic, I can get the brand activities, feedback on same benefits elsewhere our services as well, it doesn’t involve - Made to feel ‘special’ - Little in interesting games, gifts once in a while to challenges’ acknowledge brand loyalty
Therefore, the Personas & Ways to target Ease of Targeting THE ‘DORMANT USER’ THE ‘REWARDS SEEKER’ How can we target this customer? How can we target this customer? - - More customer centric targeted Lowest hanging fruit, should be approach by showcasing only easy to target through a better relevant rewards and assisting rewards experience & building them towards decision making confidence in purchase Engagement with grab How can we target this customer? rewards How can we target this customer? - Potential of becoming strong - Shifting from ride to non-ride advocators for the brand if taken rewards will require an attitudinal care of. change (which is difficult) - Crucial to maintain contextualized - Showcasing greater savings with communication on a regular basis non-ride vouchers could help to keep them interested and motivated THE ‘STRAIT-LACED GUY’ THE ‘CHALLENGER’
Understanding consumer needs from grab rewards
Key Needs from Grab rewards.. Should be easy to decide which STRAIGHTFORWARD reward to choose DECISION MAKING Should be fun & exciting to explore ENJOYABLE EXPERIENCE EXCLUSIVITY OF REWARDS Rewards which are difficult to find anywhere else Skimming through various options should UNCHALLENGING TO be a cake walk EXPLORE
STRAIGHTFORWARD DECISION MAKING: “ The need to not invest mind space in deciding which reward to redeem ” ‘If I have a 1000 points STRAIGHTFORWARD today, I don’t know what DECISION MAKING to do with it’. Need to be sure that I am getting the best deal for my points The voucher purchased is saving me considerable amount of money ‘I see outlets here All required information is stated clearly sometimes, which I have no idea of the services they provide, hence I just move on to other things’. App should lead me to make a purchase , instead of me putting in efforts Need to see value in making an immediate purchase
EXCLUSIVITY OF REWARDS: “Need to see rewards which I will not find anywhere else” ‘If I were looking for a discount on shopping I EXCLUSIVITY OF REWARDS can just browse codes online, for food also there are so many apps, I would like to see some exclusive rewards such as tickets to a concert etc. on grab rewards Seeking rewards which are not easy to get / exclusive which I will not find anywhere else’ Need a reason to specifically visit Grab Rewards & not other sources with similar discounts
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