Grab is not a new app and brand to anybody in Southeast Asia. The ride-sharing app has been growing rapidly over the past few years expanding from its home-ground in Malaysia to 6 countries across the Southeast Asian region including Singapore, Vietnam, Indonesia, Thailand and the Philippines. Grab is arguably one of the most successful services and apps across the region giving some of its competitors a run for their money; even if they were the pioneers of such services.
In the past, Grab as a company have been making strides in servicing customers with various campaigns such as GrabDurian or even special discounts pushed out to passengers via the Grab mobile application. However, the company is now turning their focus to their drivers. Grab is looking to roll out what they are calling “Better 365”. The program is aimed at providing drivers with better support and overall experience in their ride-sharing experience.
With a driver base of more than 1.8 million drive-partners, the steps that Grab is taking will undoubtedly will be a welcomed change for drivers that have been the driving force behind the company’s growth. Some of these changes have been rolled out over the past few months with more to come over the following months.
Providing Avenues for Driver Feedback, Simpler Incentives and More
Drivers will now be able to provide the company with feedback regarding their overall trip experience and passengers. Instead of the star rating system which passengers are used to for their trips, Grab Driver-partners will be able to rate their trip “positive” or “negative” and provide from multiple reasons why they’ve rated their trip such. The driver will be able to select from a list of preset reasons which include location/route, payments and passengers. This rating system also applies to their rating of passengers. However, Grab will be querying for more details when it comes to passenger ratings. However, this also means that Grab passengers will need to ensure they aren’t being unlawful or abhorrent in their behaviours as it can get passengers banned from the platform if it gets out of hand or if passengers are found to be problematic after extensive investigation.
In addition to feedback on their experience when driving the ride share, driver-partners will also be offered a revamped, simpler incentives programme. This revamped incentives program will allow drivers to track incentives via a simplified interface with progress bars making it easier to understand and track.
Grab is also equipping the driver app with an in-app Help centre which allows the drivers to get quick, accurate answers to some of the most common queries the company gets from the drivers. This will allow them to free up more time to focus on their earnings instead of queuing for answers on the support line or at the Grab office.
Complementing this in-app Help Centre, the company has also setup Grab Driver Centres where drivers are able to talk to Grab staff in person to address their queries, register to be a Grab Driver-partner and get training. Grab has also started having town hall and teh-tarik sessions with Driver-partners earlier this year. These sessions are intended to provide drivers with a platform to voice their concerns to Grab management and get their answers face to face. It also assists the company in finding solutions for some of the more common issues brought up by drivers.
Grab Driver-partners will also be able to take advantage of the GrabAllStars programme. GrabAllStars is driver loyalty programme akin to the GrabRewards offered to passengers. However, the biggest difference here would be the rewards that the drivers will be able to take advantage of. One of the major efforts Grab has done in this regard is to curate their rewards and partners to help reduce the cost for drivers to operate GrabCars. Partnering with brands and companies like Celcom, PETRONAS, Tesco Malaysia, Texas Chicken, Poliklinik Lourdes, Maxx ‘N Go and Shoppee Malaysia, the company is looking to help drivers save on data costs, wear and tear costs and, in some regards, with overall cost of living. Partners like Celcom offer special rates for Grab drivers when it comes to telephony and data services while PETRONAS and Maxx N’ Go are offering motor oil and petrol incentives and on demand car servicing respectively.
The Better 365 initiative does not end with these benefits and efforts. In fact, in the next few months, Grab Drive-partners will be seeing more initiatives and changes at Grab to help them further. The company will be rolling out additional features to the app such as In-app Training videos and “My Destination” which allows drive-partners to set their final destination for the day and still be productive en route. The app will also be enhanced with Selfie authentication which will allow drivers to easily log in by taking a selfie. The biggest change will be coming in the form of daily incentive cash outs which will allow drivers to reap the fruits of their labour on a daily basis compared to the current weekly basis.
With over 1.8 million drive-partners, these changes and enhancements can only serve to better the company’s overall service and image to passengers. These changes are coming at a time when Grab as a company is becoming the number 1 on-demand transport platform in Malaysia and Southeast Asia. The company’s growth has made Grab the go to for many allowing the company to boast an astounding 3 million customers served everyday with a 95% market share in third-party taxi-hailing and 72% in private vehicle hailing.