How Grab hitched a ride on CX to engage customers better

Grab’s digital transformation before the onset of the pandemic allowed the ride-hailing company to be well-positioned to face the crisis.

Call it a coincidence, but ride-hailing giant Grab kickstarted some serious customer experience (CX) changes only just before the World Health Organisation declared COVID-19 a pandemic, according to Grab VP and regional head of CX Jerry Lim.

“We went on our digital transformation journey in the early part of 2020, thinking about how to pivot from traditional voice channels, the main channel we used for customers who reached out to us, into more digital channels, as well as using more technology and automation to drive cost efficiency and optimisation,” he said during the CX Trends 2021 virtual event recently organised...

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