Streamlining Customer Relationships:

Careem's Successful CRM

Implementation Journey
CRM PROJECT

Lina Al Wahaidi & Dina Foudeh

Introduction to Careem
Careem is a delivery platform operating primarily in the Middle East, North Africa, and South
Asia regions. It has grown to become one of the leading technology companies in the Middle
East.
Careem connects passengers with drivers through a smartphone application. Users can book a
ride, track their driver's location, and make cashless payments. The company offers various ride
options, including economy cars, business cars, and larger vehicles to accommodate groups or
families.
Careem’s categories are divided into: Go, Eat, Get & Pay.
Careem has expanded its services to include other forms of transportation, such as bike-sharing
and on-demand delivery. Careem Bike enables users to rent bicycles through the app, promoting
environmentally friendly and efficient urban mobility. The company's delivery service allows
customers to order food, groceries, and other goods from local restaurants and stores.

The impact of Careem on its customers

1. Enhanced Access to Goods and Services: Careem's expansion into the delivery industry has
brought convenience to customers by offering on-demand delivery of food, groceries, and other
goods. This service has been particularly valuable during the COVID-19 pandemic, enabling
people to access essential items without leaving their homes.
2. Reliable and Safe Transportation: Careem has prioritized safety measures to ensure a secure
and reliable transportation experience for its customers. The company conducts driver ongoing
checks, vehicle inspections, and provides tracking that helps customers to feel more confident
and secure during their rides.
3. Increased Convenience and Accessibility: Careem has revolutionized the way people book and
access transportation services through its user-friendly mobile applications that saves time and
effort.
4. Improved Urban Mobility: By providing affordable and efficient transportation options,
Careem has contributed to improving urban mobility in the regions it operates. The availability
of ride-hailing services reduces reliance on private vehicles and promotes more sustainable
transportation practices.

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The importance of CRM in the transportation and delivery sector
Customer Relationship Management plays a crucial role in the transportation and delivery sector,
by providing numerous benefits to businesses operating in this industry so Careem provides daily
promo-codes to its loyal customers & users to retain them from competitors in the same industry.
CRM enables transportation and delivery companies to effectively improve customer retention
and loyalty by capturing and analyzing customer data as well as providing a specialized customer
support systems so Careem’s users can make a complaint with an immediate respond (Auto-
Reply).
CRM systems also enable Careem to be a primary liaison between users and restaurants, so
Careem’s users often use the app even when the shop they are looking for is too close to them by
providing a secured transaction and friendly-tone communication with users, also they play it
well in minimizing the original price of the shop on its platform to attract people to use the app.

Objectives and goals of implementing CRM

1. Improved Customer Satisfaction: By centralizing customer data, tracking interactions, and
providing personalized experiences, CRM systems enable organizations to understand their
customers better, address their needs efficiently, and deliver superior customer service.
2. Increased Customer Retention and Loyalty: CRM systems help organizations build stronger
relationships with their customers, leading to increased customer retention and loyalty.
3. Enhanced Sales and Marketing Effectiveness: It provides sales and marketing teams with a
consolidated view of customer data, enabling them to identify prospects, track leads, manage
sales pipelines, and optimize marketing campaigns.

Alignment of CRM with Careem's business strategy

1. Customer-Centric Approach: Careem places a strong emphasis on customer satisfaction and
loyalty. By implementing a CRM system, Careem aims to gather and analyze customer data to
understand their preferences, provide personalized experiences, and deliver exceptional service.
2. Customer Segmentation and Targeting: Careem utilizes CRM data to segment its customer
base and tailor its services and promotions accordingly. By identifying customer preferences and
behavior patterns, Careem can create targeted marketing campaigns and offers that resonate with
different customer segments.
3. Enhanced Driver Management: Careem's CRM system plays a crucial role in managing and
engaging its driver partners. It allows the company to track driver performance, handle
incentives and rewards, and provide timely communication and support, fostering a strong driver
community.

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Careem's CRM implementation process
1. Planning and strategy development: Careem likely started by defining its CRM objectives and
goals, aligning them with its overall business strategy. This involves understanding the
company's unique customer needs, identifying pain points, and setting specific targets for
improving customer relationships.
2. Customer data collection and analysis: Careem would have gathered customer data from
multiple touchpoints such as mobile apps, website interactions, and customer support systems.
This data includes information about ride history, preferences, feedback, and other relevant
metrics. Through data analysis, Careem can gain insights into customer behaviors, preferences,
and patterns to personalize its services and interactions.
3. CRM system selection: Careem would have evaluated and selected a CRM system that aligns
with its specific requirements. This involves considering factors like scalability, integration
capabilities with existing systems, data security, and the ability to track and manage customer
interactions effectively.
4. CRM system implementation: Careem would have implemented the chosen CRM system,
which typically involves customizing the system to meet the organization's unique needs. This
may include configuring the system's modules, workflows, and user interfaces. Integration with
other existing systems, such as booking and payment platforms, may also be necessary.
5. Data migration and cleansing: Careem may have migrated its existing customer data into the
new CRM system, ensuring the accuracy and integrity of the data during the transfer process.
Data cleansing activities might have been performed to remove duplicate or irrelevant
information and maintain data quality.
6. Training and change management: Careem likely provided training to its employees to ensure
they understand how to use the CRM system effectively. Training could cover areas such as data
entry, customer interaction tracking, reporting, and analytics. Change management strategies
may also have been employed to facilitate a smooth transition to the new CRM system.
7. Continuous monitoring and improvement: Once the CRM system was implemented, Careem
would monitor its performance, tracking key metrics, and evaluating the effectiveness of the
strategy. Ongoing feedback from customers and employees would help identify areas for
improvement and optimization of the CRM processes.

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CRM Application
A CRM (Customer Relationship Management) application is software designed to help
organizations manage and enhance their interactions with customers. These applications typically
provide a range of features and functionalities to support customer engagement, sales, marketing,
and customer service activities.

Careem's CRM Application

1. Customer profile management: The CRM application allows Careem to store and manage
customer profiles, including contact information, preferences, and history of interactions. This
central repository helps Careem understand its customers better and personalize their
experiences.
2. Interaction tracking: The CRM application enables Careem to track and record customer
interactions across various touchpoints, such as mobile apps, websites, and customer support
channels. This includes details of ride bookings, feedback, complaints, and resolutions.
3. Communication tools: Careem's CRM application may offer communication tools like email
integration, messaging systems, and push notifications to facilitate targeted and personalized
communication with customers. This allows Careem to send updates, promotions, and
personalized offers to enhance customer engagement.
4. Campaign management: The CRM application may have features to design, execute, and track
marketing campaigns. Careem can create targeted campaigns based on customer segments,
preferences, and behavior. The application may provide tools for email marketing, customer
segmentation, and campaign performance tracking.

Careem's CRM strategy

Careem collects and stores customer data, including contact information, ride history,
preferences, and feedback. This data is managed in a centralized CRM system, allowing Careem
to have a holistic view of each customer and their interactions with the platform.
Careem also leverages customer data to personalize communication with its users. This includes
sending tailored promotional offers, targeted recommendations based on ride history, and
personalized notifications regarding upcoming rides or service updates. By delivering relevant
and timely messages, Careem aims to enhance customer engagement and satisfaction.
In addition to collecting customer data and personalizing communication, Careem places a
strong emphasis on customer support and issue resolution. It ensures that customer inquiries and
complaints are addressed promptly and effectively.

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References
Careem - About Us. Retrieved from https://www.careem.com/en-ae/about.
Careem - Our Impact. Retrieved from https://www.careem.com/en-ae/impact.
Khattak, H. A., & Dasgupta, N. (2020). Urban Mobility in the Middle East and North Africa:
Challenges and Opportunities. The World Bank.
https://openknowledge.worldbank.org/handle/10986/34540
Chou, S., Lin, Y., & Lu, H. (2012). Examining the Effects of Customer Relationship
Management on Business Performance and Customer Loyalty. International Journal of
Organizational Innovation.
Liu, M., & Chen, X. (2016). Understanding Customer Relationship Management (CRM) through
the Eyes of the Customer: A Psychological Perspective. Journal of Service Science and
Management.
Rigby, D., Reichheld, F., & Schefter, P. (2002). Avoid the Four Perils of CRM. Harvard Business
Review.
Gulf Business. (2019, September 29). How Careem is driving customer loyalty with data.
Retrieved from https://gulfbusiness.com/careem-driving-customer-loyalty-data/
Jara, S. (2019, January 20). How Careem Uses Data Analytics to Understand and Serve
Customers Better. Retrieved from https://www.martechadvisor.com.
Zawya. (2020, September 10). Careem introduces digital wallet for driver partners across region.
Retrieved from https://www.zawya.com.

Subject: Customer Relationship Management.

Supervisor: Dr. Jassem Al Ghasawneh.
Instructors: Lina Al Wahaidi 202110996 & Dina Foudeh 202110748.
Day & Date: Friday 26/5/2023.

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