WORKING GROUP 3:1

VOI: GET MAGIC WHEELS

GOT MAGIC CUSTOMER SERVICE?

24477, 24485, 24549, 24827, 24696, 24781

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SCOOTER INDUSTRY

Emerging Industry The Transport Spectrum

The scooter industry first emerged in 2018. Since then, many players
have entered the market. To this date, none of the established
players have generated bottom-line profit. While there are many Distance
competitors, Voi remains in the unique position of being the first
mover.
High
Own
Generic Market vechicle
Urban
In the industry's early days, the product was very generic. All
railway
companies used either a scooter model from Ninebot or from Okai.
While proprietary scooters have been constructed, operational
performance (including customer success) is still a key differentiator.
Metro
Middle
Tram Taxi
Bus
Land Grabbing
The most prevalent strategy in the industry is that of land grabbing. Own
Scooter
With new cities being launched every week, blitz-scaling skills are bike
sharing
extremely important. However, the market is getting more regulatory
attention and lobbying and partnerships efforts are growing in Walking
importance. Low
Price
Low Middle High
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COMPETITIVE STRATEGY
Enabling Growth Sustaining Growth

Product Excellency Consumer Hero Relationship Oriented The Swedish Style

With huge focus on RnD, Voi aims
to have the "best-in-class" vehicle
and applications. By focusing on
providing an unparalleled
customer experience, Voi relies
heavily on the word of mouth as
their main tool for acquiring new
customers.
Voi has opted to be a consumer With the impending pressure of The first actors in the industry
oriented brand. This includes a very regulation. Good city relationships are were American and resorted to
ambitious 2023 net carbon important. Voi is an active advocate guerilla implementation. Voi asks
negative goal and a generous for increased regulations and has, for permission and then proceed
customer attitude. The customers thanks to policy excellency, been cautiously. This means stronger
experience manager was the first granted licenses to be the sole relationships at the cost of speed.
operator in 10+ cities.
senior hire the company
undertook.

Loyalty Efficiency Competitive Landscape Summary

Given the generic nature of the In the industry, Voi is widely
product, the importance of identified as being the
Ability to Enable Growth Voi's competitive strategy can be
customer loyalty grows as champion in operational summarized as a differentiation
competitions increases. Voi has efficiency. In practice, the strategy since they are able to
endorsed this by utilizing loyalty includes efforts on fleet uptime charge at a premium price while
discounts as well as leveraging a and agility in the supply chain. targeting a large segment. In other
subscription option for frequent words, their strategy builds on a
riders. competitive scope and competitive
advantage. The strategy enables
Ability to Sustain Growth growth and makes it sustainable.
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ST-ANALYSIS
ENDING A RIDE AND REPORTING A PROBLEM
Transaction + 0 - Message YOUR RIDE HAS ENDED WHAT WENT WRONG?

1.
"they care about what harm wrongful parking can
Attempting to end a ride in a no-
lead to, however more than the customer's
parking zone is unsuccessful.
convenience"

2.
After ended ride, a rating system “they care about the customer’s experience but
shows up immediately with three also force the customer to answer regarding their
options: good, bad, neutral experience”

3.
”they want the customer to save time by offering
When you press “bad”, several options
ready answers to the most frequent problems”
shows up as to why and the customer
they care about what really happened and the
gets to explain what happened
company wants to improve”

4. A text shows up saying “thanks for

your feedback”
“it’s not important for the customer to know when
and if they will get response to their feedback”

SELECT THE MOST

5.
THANKING FOR THE
“they care about the customer and wants to solve APPROPRIATE FEEDBACK
Customer gets an answer really quickly the problem quickly” ALTERNATIVE

6.
“we communicate feedback in other channels
The response comes as an email than the actual service, but don’t care
communicating that with our customers”

7. Got VOI credits as compensation, will

solve the issue. Appreciates the
feedback
“they care about the customer wants to make up
for the inconvenience as well as improve the
product”

A positive experenice overall. It was effortless to report a problem and the quick and caring response makes the customer feel important and valued. Some irritation was created when the
Overall
feedback communication was moved from the app to email without notifying the customer about the channel transfer. However, receiving VOI credits as compensation for the poor ride
evaluation: leaves the customer feeling satisfied and appreciated.
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COMPARISON
COMPETITIVE STRATEGY VS OUTCOME OF THE STA

Red zones Convenience Compensation Data collection

Not being allowed to park your
scooter at the so called ''red zones' is
a way for Voi to follow their service
concept, focusing on Relationship
Driven Business and the Swedish
Style. As a result of Voi's close
collaboration with cities they care
Outcome about keeping the streets clean from
STA messy scooter parking. By doing so
they show partners and customers
that they care about city regulations
and cautious procedurs. However,
since the customer also cares about
ending his/her ride in an easy and
comfortable way this transaction
was assesed as a neutral message in
the STA.
The service process is aligned with
the service concept where key
components revolve around
accessibility and convenience. In the
STA this is illustrated with several
components clearly signaling
intentions to care about the
individual customer experience. For
instance, through nudging and
incentivizing feedback (using FAQs
and simplification when reporting
problmes) as well as through their
quick responses and service minded
approach.
Offering Voi credits to make up
for the inconcenicne caused by the
poor ride his is aligned with their
focus of building loyalty through
customer service. They care for
customers to retun so despite a set
back Voi builds up the customer
loyalty by offering a discount on
the customers next ride. This
leaves the customer with a positive
feeling and servers as a key factor
to enhance the overall experience.
By building loyalty with customers
they can streamline their
differentiation strategy and thus
being able to charge at premium
price.
In the app the customer is always
asked to fill in a short feedback
after ending the ride, choosing
between a good, bad or neutral
experience. The easy and proactive
service feedback system increases
efficiency in operations through
more real-world data and thus the
possibility to fix issues quicker to
remain competitive within
accessibility, which is of outmost
important due to the network
effects of the micromobility
company where the accessibility is
key.

The Swedish Style Efficiency Loyalty Efficiency

Competitive
strategy
Relationship Oriented Consumer Hero Consumer Hero Product Excellency

Voi's overall service processes aligns with their own service concept. By being accessible and convenient in their customer service together with actively working with service feedback, Voi
Summarized
succeeds with being a customer oriented brand. In addition, transaction 1 in the STA and their no-parking zones exemplifies Voi's policy excellency. Consequently, this facilitates further land
comparison: grabbing and the establishment of new partnerships.
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CONCLUSION

Suggested improvements Conclusion

Create a better understanding for the individual Voi uses a differentiation strategy as
customer why the relationship with cities is competitive strategy, built up from
important for the service and for other competitive scope and competitive
stakeholders, especially those with functional advantage.
disadvantages.
Succeeds in delivering customer service in
Further improve customer experience through line with the competitive strategy and the
focusing on accessibility and simplifying the service concept.
customer interaction with the company. In
particular improve communication about if, when
and where the customer will receive an answer
when reporting a problem.