Boosting Ridership and Retention with Smart Consumer Behavior Analysis in Micro Mobility

An urban mobility company operating shared micro mobility services such as e-scooters and e-bikes in Abu Dhabi and Dubai, experiencing inconsistent usage rates.

The client was unsure why some deployment zones performed well while others under delivered. User churn was high, ride durations were short, and complaints about pricing and usability were increasing. Without granular customer data, they couldn’t optimize services effectively.

We delivered a targeted B2B Customer Behavior Analysis engagement, aimed at:

• Unpacking rider behavior within the context of enterprise and public-sector usage patterns.

• Translating raw usage data into actionable strategy for zone deployment, pricing design, and service engagement.

Our analysis covered digital behavior, operational metrics, and qualitative feedback from procurement stakeholders and end-users across institutional clients.

Our structured B2B behavior analysis was designed specifically for the unique needs of shared urban transport serving business and government clients:

1. User Segmentation by Institution and Zone
   We categorized usage by employer type (e.g., government entity, private business, university), facility layout, and surrounding infrastructure.

2. Trip Pattern Analytics
   Analyzed trip durations, time-of-day trends, and vehicle idle rates using platform telemetry and IoT data.

3. Onboarding and Drop-off Analysis
   Mapped friction points in registration, app use, and parking behavior. Identified where users disengaged or failed to complete rides.

4. Stakeholder and End-User Feedback Loops
   Conducted intercept surveys, stakeholder interviews, and in-app feedback collection to understand procurement priorities and commuter pain points.

5. Behavior-to-Strategy Mapping
   Linked behavioral insights to pricing logic, vehicle deployment strategies, and digital feature enhancements.

Our recommendations were designed to align service performance with the expectations and behaviors of institutional riders:

• Redesign pricing tiers for enterprise clients, emphasizing mid-distance commutes and workday return trips.

• Shift deployment to peak transit and pedestrian flow hours using historical usage patterns and weather overlays.

• Introduce usage-linked loyalty incentives to support long-term behavior change and improve daily commute adoption.

• Develop referral and access programs for large employers, enabling ride credits for internal commutes and corporate sustainability goals.

Within six months of implementation, the client realized major improvements in performance and stakeholder value:

• Monthly active institutional users increased by 52%, driven by better alignment between pricing and usage needs.

• Average ride duration rose by 21%, reflecting stronger engagement and fewer abandoned trips.

• Churn dropped by 28%, as loyalty rewards and usage-based promotions improved retention.

• Revenue per rider increased by 16%, alongside a 47% drop in customer complaints across all zones.

• NPS scores improved significantly, helping the client secure contract extensions and new partnerships with two government-linked innovation hubs.

From this engagement, Eurogroup Consulting highlights the strategic power of B2B Customer Behavior Analysis in optimizing service delivery, client satisfaction, and operational ROI.

Our approach turns usage data and stakeholder feedback into competitive advantage, enabling service providers to:

• Deepen institutional client relationships,

• Improve deployment economics, and

• Deliver smarter, behavior-led urban mobility solutions.