eCabs Circle, the unique, app-based reward programme, launched in late 2020 by Maltese ride-hailing platform eCabs, now has 70,000 members and is growing at an increasing rate. The programme, which is open to all eCabs customers, converts the amount spent on fares into points in ever-increasing amounts. They are then converted into free rides. Through eCabs Circle, customers are now enjoying over 1,000 free rides per week.
Describing the reasons behind the launch of eCabs Circle, the company’s Chief Marketing Officer Simon Debono said, “In a commoditised and highly competitive global mobility market, we needed to increase brand stickiness. So, we designed a system to enhance customer loyalty through a tiered system that promotes usage and rewards to our highest-value customers based on the quantity of rides and actual spend. Developing this programme is also an important learning curve for our international ambitions, to facilitate market penetration strategies.”
“While, so far, our most loyal eCabs Circle members have been able to enjoy up to one in every seven rides for free, the success of this project is encouraging us to further develop the product and deliver additional benefits. For example, points could be converted into value for other modes of transport. This would promote the concept of multimodality which is much needed in Malta and many other cities around the world,” continued Debono.
The eCabs Circle app
The eCabs Circle platform is accessible through the eCabs App, giving each user full view of their status in points and rides. eCabs created the platform, while Yegertek – a Dubai-based company specialising in customer engagement and loyalty tech solutions – developed it. Yegertek’s Engage365-A Microsoft CRM based loyalty solutions have empowered several customer-facing enterprises like eCabs to maximise the efficacy of their engagement strategies.
Sajid Azmi, Founder and CEO of Yegertek, said, “The pandemic certainly accelerated the digitisation of customer engagement and loyalty. Companies like eCabs who understood this and acted now have a definite competitive advantage. Success demands that your strategies are agile, efficient and, most importantly, people centric. These will remain our focus as we continue to support eCabs in growing their business internationally.”
Kerstin Rizzo, eCabs Chief Programmes Officer added, “Since eCabs already runs on Microsoft Dynamics 365, we approached several Microsoft partners who specialise in reward schemes. We ultimately selected Yegertek as they met our extensive requirements, integrated well with our technology team, and displayed the willingness to further develop the product based on our design.”
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