Bolt: Enhancing Driver Conversion by 40% with Optimized Registration Journey
Technology Category
- Functional Applications - Transportation Management Systems (TMS)
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Cities & Municipalities
- Transportation
Applicable Functions
- Logistics & Transportation
- Sales & Marketing
Use Cases
- Chatbots
- Driver Performance Monitoring
About The Customer
Bolt is a billion-dollar transportation platform headquartered in Tallinn, Estonia. It provides ride-hailing, micromobility, and food delivery services with the help of its more than 1.5 million registered drivers. Bolt operates in over 200 cities across 40 countries in Europe, Africa, Western Asia, and Latin America, serving 50 million customers. The company is committed to improving city mobility, minimizing car ownership, and reducing urban pollution. Bolt's ongoing success is largely dependent on expanding its community of drivers.
The Challenge
Bolt, a transportation platform providing ride-hailing, micromobility, and food delivery services, was facing a challenge in expanding its community of over 1.5 million registered drivers. The company's success hinged on the growth and scalability of this community. Bolt's existing driver registration process was a five-stage website form, which was seeing a high abandonment rate at the stage where drivers were asked to upload their identification and driver license documents. The company was using email and SMS to re-engage these drivers, but this strategy was not yielding a high return on investment and required significant manual effort from customer support agents. Bolt was keen to optimize the driver registration process to increase the conversion rate and wanted to use automation and an additional communication channel with wide market adoption to drive efficiencies.
The Solution
To improve the registration experience and hit its conversion targets, Bolt developed an optimized driver registration process over WhatsApp. This was powered by a chatbot-building platform, a cloud contact center solution, and an omnichannel customer engagement hub. Now, drivers could complete the entire registration process using a chat app they were familiar with. A chatbot guided drivers through the entire journey, while live agents processed drivers’ information. These agents were also available to provide additional assistance where needed, taking insights from chatbot conversation histories. Advanced analytics allowed the team to track where drivers abandoned the registration process and send automated reminders to re-engage them. This solution provided a better experience for drivers and agents, lowered operational costs, and supported Bolt's customer-centric approach with new communication channels and opportunities to automatically and proactively re-engage drivers.
Operational Impact
Quantitative Benefit
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