How Scoot uses Outbound to drive business goals

Posted by Stephanie Zou on Aug 7, 2017

There are many ways to explore San Francisco, but among the best and most fun has to be Scoot, a scooter rental service that allows both tourists and locals the option to hop on and off their electric scooters. Given San Francisco’s hills, Scoot saves the non-cyclists among us some serious pain, and offers everyone an easy way to get around the city—without a motorcycle license.

The rental service has been highly adopted by local commuters and delivery couriers around the city. For many Scoot customers, moped-riding is a new experience, and so making the onboarding experience easy while still checking off all the necessary boxes can be a challenge. Using Segment for user event tracking, Scoot needs to capture the driver’s license, credit card information, provide instructions for vehicle operation, and to communicate pickup and drop-off details. It’s a lot, and it’s also important that onboarding isn’t a roadblock for actually getting on a scooter. 

The road to Outbound

In addition to onboarding, Scoot is equally focused on customer acquisition and retention, so the company tailors its messaging to different customer segments. Personalization goes beyond different types of riders and also extends to different moments in the customer journey. Communication is key, but the team needed a better tool to enable their goals.

At first, explained Scoot’s User Acquisition Manager Carly Keller, they used a variety of tools to send targeted mobile push and SMS messages based on user attributes and events. They also used a tool to run drip campaigns. However, she said those tools were limited because the logic was locked in code and inaccessible by the marketing team to test new or existing actions to improve messages over time.

That’s when Scoot discovered Outbound. They wanted the ability to experiment and be able to measure tests against actual business goals. They decided to go for it and integrated customer data from Segment into Outbound, and found the integration “really simple.” Almost immediately, she was able to leverage Outbound’s powerful rules engine to run marketing experiments aimed at driving activation and retention.

“We started by segmenting people who completed orientation but have yet to take a ride,” Carly said. “With that, we ran targeted campaigns built around the reasons why they didn’t take their first ride.”

Using Outbound, the team ran variations on the campaign to test content, timing, and various calls to action. They learned that content around helping to calm nervous riders performed the best. “For these customers, we realized that this content acknowledged their anxiety and provided content to help them feel more confident trying Scoot,” Carly added.

The conversation isn’t over when the ride ends

With this empathetic approach to communication, Scoot has designed a sophisticated mix of broadcast and a matrix of over 70 trigger-based campaigns throughout the customer journey—from multichannel onboarding campaigns to mobile push notifications that help customers with their first ride, to promotional emails to encourage repeat usage. They’re able to send messages to groups of riders who haven’t ridden in a long time, as well as general updates about what’s new to their broad rider base.

“We’re really focused on the rider experience and creating confident riders,” Carly said. “We want to help get people from one ride to the next.”

Additionally with the ability to set message goals in Outbound, Carly has learned more about what gets people to take a ride. “We spend less time worrying about the call-to-action now, and more time on the messaging,” she said. “We can use the same set of events as the measurement for each message and look at event-based goals rather than open and click rates.”

Outbound’s powerful functionality gives Carly more confidence that Scoot is communicating with riders in a personalized, useful way. “With Outbound, we can reduce the amount of content we need to produce and push out communication that’s more elegant and precise.”

Learn more about how Outbound can help with your customer communication


Topics: AB testing, Multi-channel messaging, Customer stories