The onboarding and retention challenge
Laura, Head of Operational Excellence at Blablacar, explains:” Our main challenge was to ensure that newly registered drivers quickly found passengers. Otherwise, they may not return and leave the platform. ”
Indeed, Blablacar faces several obstacles within its organization to succeed in this crucial mission:
- Lack of expertise on Customer Success campaigns.
- Insufficient human resources to ensure optimal follow-up.
- Seasonal activity making it difficult to organize fixed teams.
Faced with these challenges, Blablacar has chosen to collaborate with Sqwad, a partner specialized in optimizing customer relationships and user success. This decision aimed to outsource some of these strategic campaigns to gain agility and efficiency.
A winning collaboration with Sqwad
Blablacar first launched a comparative test between Sqwad and its historical provider. 50% of the traffic was entrusted to each partner. The results were unquestionable: Sqwad's performances quickly surpassed those of the previous provider. The company therefore decided to entrust all of its campaigns to Sqwad.
Laura points out:” We were amazed by their proactivity and their ability to understand our needs and the challenges of our business. ”
Actions put in place :
Once the collaboration was launched, several strategic actions were implemented to ensure a smooth transition and improve the driver experience throughout their onboarding:
- Personalized welcome calls : Each newly registered driver receives a personalized call, in which a dedicated agent accompanies him in setting up his profile and helps him find his first passengers quickly. This human support is crucial to ensure a positive first experience.
- Optimizing performance thanks to the Sqwad Cockpit : With the use of the Sqwad Cockpit, Customer Success campaigns are monitored in real time, allowing Blablacar to constantly measure and adjust its strategies. This allows the team to remain agile and optimize actions based on instant feedback.
- Anti-churn campaigns : To limit driver churn, targeted actions have been developed and will be strengthened in 2025 to further improve loyalty. These campaigns are based on detailed data to better understand the reasons for disengagement and to respond to them proactively.
Convincing and lasting results
The results of this collaboration are impressive:
- increase significant onboarding rates.
- Improvement 8 to 20 points on conversion rates.
- Successful launch campaigns for the Blablacar and Blablacar Daily applications.
Laura concludes:” Sqwad is about concrete results, constant proactivity and great humility in exchanges. It is a real pleasure to collaborate with them. ”
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