How Grab is Using Modern Channels to Engage Customers
In my blog post from March 18 I promised to follow up with additional posts about how Sprinklr customers have embraced modern channels. True to my word, here’s a look at Grab, Southeast Asia’s largest mobile technology company.
In 2018, Grab acquired Uber’s Southeast Asia business. They’ve continued to expand and now offer ridesharing, food delivery, financial services, ticketing and e-health in 339 cities across eight countries. Essentially, if you want to eat, travel, pay, deliver, or insure, Grab is your go to app. Millions of users agree.
The mobile economy is booming in Southeast Asia so it’s no surprise that Grab is growing. And because they were born on the Internet it’s also no surprise that their user base actively shares their experiences — good and bad — on modern channels. Grab wisely treats this ongoing conversation as a real-time focus group. They recognize that every mention, every interaction, can make Grab better. Their social team puts this into practice by listening and engaging, contributing to their goal of customer centricity.
These efforts make their customers happy (because who doesn’t like being heard and appreciated?). But it goes well beyond customer satisfaction. Grab also uses their social media insights to improve safety. By monitoring all social mentions (including Facebook dark posts and non-tagged Twitter mentions), Grab can identify — and actively address — unsafe behavior by users of their platform. Because, as we all know, safety is no accident.
Real-time listening insights have also given Grab the ability to nimbly respond to a fast-changing business landscape. Example: e-scooters. Love ‘em or hate ‘em, they’re a growing part of the transportation ecosystem in many urban areas. By tuning in to ongoing conversations, Grab can better understand customer sentiment, address rumors, correct misinformation, and educate their users.
Finally, Sprinklr social listening has been fundamental in helping Grab during the COVID-19 crisis. Social signal alerts helped them quickly identify an issue with hospital pickups. Grab was able to roll out a dedicated fleet of cars specifically for health care workers, providing them with critical transportation options during a stressful time. All because they listened, and responded.
Grab’s commitment to social listening and engagement is baked into their corporate and cultural DNA. It’s part of who they are.
If you’re a pre-2010 (or so) organization this may not be the case. Legacy systems and processes might be preventing you from fully embracing modern channels. I assure you, however, it’s just as important for you as it is for Grab. Your customers and prospects are out there engaging with each other. You absolutely must be part of those conversations. Your growing business will thank you.
