Zoomcar · CRM and retention · In-house
Nobody is "an average user." So we stopped messaging one.
The premise
One message for every rider.
The problem
The growth story wasn't only at the top. It leaked at retention, with paid-for demand walking out the door. The cause was blunt: one message, sent to everyone, whoever they were and wherever they stood.
The diagnosis
I cut the base on behaviour, not demographics: city, rides taken, trip duration and trip-end ratings. One question ran the build: which rider hears which message, at which stage, with or without an offer?
What we did
Mapped CRM journeys to each cohort across WhatsApp, SMS, email and push. Two mattered most:
First-time activation.
Onboarding rebuilt city by city, tuned to a new rider's context, not one generic welcome.
First-to-second booking.
Cohorted by city, trip length and trip-end rating to catch riders before they lapsed.
The result
30%33%
Repeat-revenue contribution, over one year.
1.5%2.6%
Day-0 conversion, via city-specific onboarding, in one quarter.
17%22%
First-to-second booking (Day-60), within one quarter.
The tension changes at every stage. So did the message.