Gojek Business Model and Revenue Channels Explained

Gojek Business Models

Quick Summary: Gojek is a super app that renders several services under one platform. It attracts various target audiences through the website and application. This blog will help you discover Gojek’s business model, how Gojek makes money, a list of services, and its complete history.

Asian countries are not behind the Western countries when it comes to listing successful startups, especially in the on demand delivery industry. 

One such is the story of Gojek- a super app that provides several on demand services under one platform. Originated in Indonesia, the app is now present in three countries.

From becoming Indonesia’s first decacorn to attracting millions of customers, reaching 30 million monthly bookings, Gojek has achieved many milestones.

This blog is a complete guide to how this brand became a super app, its business model, its list of services, and how it makes money.

So, let’s get started on discovering the success of Gojek.

Table of Contents

Gojek- A Super App that Originated in Indonesia

What is a super app? A super app is a mobile app that provides several services and functionalities within a single platform. It does so to meet various user needs without having to switch between multiple apps. 

Gojek- which originated in Indonesia, is one of the leading super apps that has met the requirements of millions of its customers. From delivering food to booking taxis, ordering groceries, etc., the list keeps going on. Its complete list of services is explained in the section below. Keep scrolling to read.

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Gojek History- Its Growth Over the Years

Gojek has seen a remarkable journey ever since its launch. Let’s look at how this brand has been established with each passing year since its launch.

Gojek Growth History

Today, Gojek is a household name in Indonesia and other Southeast Asian countries, providing many services that have become essential parts of daily life for millions of people. The company’s success is a testament to its innovation, adaptability, and commitment to serving its users.

Key Statistics and Metrics of Gojek

As a super app originated in Indonesia, Gojek has witnessed an unbeatable success. From attracting millions of customers to making a considerable contribution to becoming Indonesia’s first decacorn, the brand has inspired many startups and enthusiastic entrepreneurs. 

Some of the essential numbers of Gojek are as follows:

  • GoFood (Gojek’s food delivery services) has over 9,00,000 merchants registered on its platform.
  • It completed its 30 million trips in its first year of operation in Singapore.
  • During the pandemic, GoFood crossed 190 million app downloads .
  • Its taxi services have more than 2 million driver partners, rendering quick services to its customers.
  • Gojek has over 40 million monthly active users .

These numbers prove that Gojek, with its engaging website and mobile app, has been able to pull in the target audience. Further, it provides numerous services under one platform, making it easy for app users to gain access to services quickly.

Range of Services Provided by Gojek

As mentioned above, Gojek is a super app. With its services in 3 countries and 20+ products, the brand is one of the leading on demand platforms. The brand has beautifully managed all these products and services by segregating them into different and relevant categories. 

Gojek Services

Here are all the services Gojek provides that make it easier for users to avail of all necessary services through a single platform.

1. Transportation and Logistics

Gojek on demand taxi services are the leading services in Indonesia. People rely heavily on its quick and reliable cab services.

Transportation and Logistics

Source: Google Play Store

  • GoRide: on demand motorcycle taxi service for quick and affordable transportation.
  • GoCar: on demand car taxi service for comfortable and convenient rides.
  • GoSend: on demand motorcycle delivery service for sending packages, documents, and other items.
  • GoBluebird: Exclusive partnership with Bluebird Taxi for a premium taxi experience.
  • GoTransit: A commuting assistant that integrates with public transportation options.
  • GoBox: Services to help customers move their furniture and other stuff.

2. Food and Shopping

Another excellent service rendered by Gojek is the seamless food delivery and shopping. From ordering food online to delivering directly from stores, the Gojek platform takes care of it all.

Food and Shopping

  • GoFood: On demand food delivery service from a wide range of restaurants and eateries.
  • GoMart: Grocery delivery service from supermarkets and convenience stores.
  • GoMall: On demand shopping service for buying items from stores, pharmacies, and other retailers.
  • GoFresh: Delivery of fresh fruits, vegetables, and other perishable goods.
  • GoMed: Online medical consultation and medicine delivery service.

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3. Payments

The platform makes it easy for users to receive and make payments. Its features allow users to keep complete track of their expenses.

  • GoPay: Mobile wallet for cashless transactions, online payments, and bill payments.
  • GoPayLater: Buy now, pay later service for flexible payment options.
  • GoBills: Bill payment service for utilities, credit cards, and other bills.
  • GoGive: Donation platform for supporting various causes and charities.
  • GoSure: Insurance products for vehicles, travel, and other needs.
  • GoInvestasi: Smart investment platform to save better.

4. Other Services

Other than services like food, taxi, shopping, payments, etc. Gojek provides more benefits. The list includes:

  • GoClean: Home cleaning service for professional and convenient cleaning.
  • GoMassage: on demand massage service for relaxation and stress relief.
  • GoTix: Online ticketing platform for events, concerts, and attractions.
  • GoPulsa: Mobile phone top-up service for prepaid SIM cards.
  • GoPremiere: Exclusive membership program for priority services and benefits.

Gojek Business Model – How this Super App Works?

You must wonder how a brand providing various services manages to align its business operations. Gojek’s business model is simple and makes it easier for customers and merchants to interact.

Gojek Business Model

Let’s begin by looking at how the app works for the customers.

1. Gojek for Customers

Service selection.

After downloading the Gojek mobile app, users can choose from a number of services. They can access various options, including shopping, food delivery, ride-hailing, courier services, and more.

Booking and payments

Users must first choose the appropriate service category, fill in the required fields (such as the location for rides or the things they want to be delivered), and finally, use the app to make a reservation. Gojek’s digital wallet, GoPay, or other payment options built within the site can be used to make payments.

Real-time tracking

Customers can use the Gojek app to track the position and status of their service provider in real-time for services like food delivery or ride-hailing. This feature gives an approximate arrival time and improves transparency.

Reviews and ratings

Customers can rate and review their experience once a service is completed. This feedback mechanism enables other users to make wise judgments and contributes to making informed decisions to enhance service quality.

2. Gojek for Merchants

Retailers and eateries can collaborate with Gojek to reach a wider audience of customers. They must undergo an onboarding process to include their services in the Gojek platform.

Order management

After integration, retailers can get orders from clients via the Gojek app. They oversee these orders, prepare the needed goods, and ensure they are fulfilled or delivered on time.

Payment settlement

On behalf of the retailers, Gojek manages the payment procedure. The platform handles customers’ payments, and merchants get settlements according to the terms that were agreed upon—often after a commission for utilizing the Gojek platform is subtracted.

Marketing opportunities

Having a presence in the Gojek ecosystem offers retailers more visibility and marketing options. The platform’s user base and promotional capabilities can help them draw in more business.

3. Gojek for Drivers

Registration and approval.

Drivers must register on the Gojek platform in order to offer services, such as delivery or ride-hailing. To make sure they fulfill the necessary requirements, they must go through a verification process.

Accepting requests

Drivers can access the app and begin accepting service requests after approval. Customers in close proximity submit ride requests to them for ride-hailing. They get requests to pick up and drop off things for delivery services.

Navigation and fulfillment

Drivers use the app to navigate the customer’s location or the specified destination. They also receive information about the services they need to provide, such as delivering food or transporting passengers.

Earnings and ratings

Based on the services they execute, drivers are paid. Usually, Gojek adds a commission to every transaction. Additionally, drivers could get gratuities from happy clients—customers rate drivers on the platform, affecting their visibility and prospects. The platform frequently uses a rating system.

👉 Build a similar business model and engage with various target audiences. Contact our team today to discuss the app idea.

Gojek’s Revenue Models- Understanding Monetization Strategies

How does Gojek make money? The brand follows various models to ensure good revenue.

Gojek Revenue Models

1. Commission From Merchants

Gojek has over 2 million drivers and over 4,00,000 GoFood merchants registered to its platform. The brand charges a commission fee on each order. So every time an order is placed, or a ride is booked, the Gojek brand earns money. For instance, it charges a 10% commission from drivers.

2. Food Delivery Fees

GoFood charges service and other fees during each order. Hence, with each food delivery order, Gojek earns revenue. This method is followed by all on demand food delivery apps to ensure a stable income.

3. Parcel Delivery Charges

Gojek earns revenue from the delivery fees for its parcel delivery services, alongside potential commissions from partnerships with businesses and individuals.

4. Subscription Services

Gojek also provides subscription services to its users. It has various plans that users can decide from. It allows the brand to receive a recurring payment from the subscribers.

With these monetization methods, Gojek ensures it gains good revenue on all its services. 

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Key Takeaways

  • Gojek originated in Indonesia and now has over 40 million monthly active users.
  • Gojek is a super app that provides various services like food delivery, online payments, taxi booking, news and entertainment, shopping, etc.
  • Gojek’s business model allows the brand to keep its operations smooth and customers to avail quick services.
  • The brand follows various revenue models like commission from merchants, delivery fees, commission from drivers, parcel delivery charges, and subscription services.

Frequently asked questions

Q1. what is the business model of gojek.

Gojek’s business model is built around a multi-service platform that provides a range of on demand services, such as food delivery, transportation, logistics, and financial services. These services are integrated into a single app to meet a variety of customer needs. 

Q2. What type of company is Gojek?

Gojek is a technology company that operates as a multi-service on demand platform. The company offers a range of services through its mobile app and website, such as food delivery, transportation, logistics, and payment processing. 

Q3. Where does Gojek operate?

Gojek operates primarily in Southeast Asia, including countries like Indonesia, Vietnam, Singapore, and Thailand.

Q4. What technology is used in Gojek?

Gojek uses various technologies like JRuby, Java, Clojure, and Go clusters in Asia.

Q5. What makes Gojek unique?

Gojek’s unique characteristics include its broad range of services—from food delivery to transportation—all bundled into a single app and its emphasis on meeting the demands of Southeast Asia’s developing markets.

Q6. Can you name some apps that are similar to Gojek?

Some super apps similar to Gojek include Grab, Zalo, and Rappi.

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Mohit Yadav

As an expert in Digital Marketing, I always look forward to keeping up with the latest trends and customers’ changing demands. Hence, I focus on content that updates the readers in-depth about the industry.

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From a call center to a SuperApp: How Gojek hustled its way to the top

Julio Arias

Gojek is an Asian super app based in Jakarta that does everything from motorcycle ride-hailing to bill payments. The startup has become Indonesia's biggest success story. And after its merger with homegrown e-commerce giant Tokopedia, it's rumored to be valued at over $28.5 billion.  Major investors include Tencent, Google, Sequoia, Visa, Temasek, and a host of other big guys.

Social enterprise

customer journey gojek

But while Gojek stands as an industry giant today, its origins were modest. For Gojek, its journey has been quite a ride. Literally! In fact, for five years of its existence, Gojek was basically a low-tech social impact company operating a call center for motorcycle taxis. In the words of the founder, Nadiem Makarim, Gojek was conceived as a “social enterprise” that is focused on “increasing driver income”.

Nadiem founded the company in 2010 after noticing inefficiencies in the informal ride-hailing sector in his native Jakarta, a city notorious for its awful traffic jams. After returning from his MBA at Harvard, he discovered the potential of applying newly developed business models from Silicon Valley to solve entrenched problems in Indonesia. Addressing Jakarta's endless “macet”, or traffic, was certainly a worthy endeavor: a real-life problem that can be solved only with determined execution.

Uber for the tropics, anyone?

Besides, helping underemployed motorcycle drivers—Ojeks—make a decent living by better matching supply and demand was a worthy social impact goal for a socially conscious young entrepreneur like Nadiem. However, the project never really got the traction that Nadiem and his team were expecting. Gojek was launched with 20 drivers and a call center, and it languished for four years, while its founder worked at Rocket Internet and other local digital ventures.

Gojek, meanwhile, hadn't quite become a Rocket.

Getting out of the building

customer journey gojek

Nadiem had the right instinct to frequently interact with ojek drivers, mostly, young and middle-aged men, who spent most of their time lounging around outside shopping malls, offices, and other crowded places, smoking kretek —Indonesian clove cigarettes that envelop the air with their sweet aroma—and waiting on their motorcycle for a customer to approach them. While on a trip from South Jakarta, he found that drivers not only had to haggle prices for each trip, they could not pick up new customers in the city center, because the mafias that controlled them had their territories fenced off.

You bet Nadiem got out of the building and did his customer discovery homework. Steve Blank would be proud!

Knowing their buyer persona well, Nadiem had outfitted Gojek drivers with their iconic green jackets, as well as helmets with the original Gojek logo. A more professional outlook would help attract more clients, he thought. All this was well and good, but Gojek was still an offline social enterprise. No tech, no app. In fact, they won the 1st prize they received in Bali from the Global Entrepreneur Program Indonesia… in the non-tech category. In the words of Eric Smith, former CEO of Google, "Gojek has been about scheduling and organizing what has been an informal service economy".

Persistence

The lack of scale made Nadiem hesitant about leaving his full-time job in order to devote himself fully to Gojek. However, success in the startup world often comes to those who persist. Founders who are gritty and tenacious, often stick around for long enough and end up being well placed with the big wave comes. You just need to wait for four years without throwing the towel. So in 2014, with Uber planning to enter South East Asia and Gojek's local rival Grab entering the scene, investors started taking a second look at Gojek's potential.

It was time for Nadiem to ride the biggest wave of his life.

customer journey gojek

Fortune favors the bold. And Nadiem dared to get lucky. Seizing the opportunity, he raised a seed round from NSI, now called OpenSpace ventures. He also reshuffled his co-founding team, bringing Kevin Aluwi from Rocket Internet as his CFO. He joined Nadiem's schoolmate Michaelangelo Moran to power up the founding team. With money in the bank and wind behind his sails, he set off to build Gojek's mobile app. It became an instant hit, with orders skyrocketing from 3,000 to 100,000 a day.

Finally, Gojek became a rocket. Raising Series A was a piece of cake, and investors wanted more. By 2016, Gojek had become Indonesia's first unicorn.

customer journey gojek

Silicon Valley product purists may find it heretic, but Gojek's digital product play was about bundling a bunch of different services on top of a last-mile delivery network. Forget about an app for this and an app for that. So from being an offline zombie, Gojek went all the way to the other extreme. It became a super app, powered by an army of tech engineers it could now afford to pay. With millions of Jakartans using the app for ride-hailing, adding food delivery, bill payments and other services was a no-brainer.

When you think about it, startups at their core are about solving people's problems. Gojek realized that since the Indonesian ecosystem was in its infancy, they were in a unique position to solve a host of everyday problems for their users. And cross-selling a new service to an existing user had a CAC of zero, while it helped increase the company's LTV. No wonder investors were queueing up for the chance of investing.

But getting there was anything but easy. Nadiem had all the attributes an investor could look for in a founder: Harvard MBA, ex-McKinsey, ex-Rocket founder, and to top it all he was selected as a Global Shaper by the World Economic Forum. Even then, it took him years until he secured the necessary funding. You may think, “Aha, Indonesia doesn't have wealthy investors”. Think again. Indonesia had investors aplenty. But in the early 2010s, most of the money was channeled to the natural resources sector. There were hardly any Indonesian homegrown tech success stories, and anyway it was almost impossible to find good developers in Jakarta.

In 2012 if you had a coal mine on the island of Borneo, you would surely get financing. But raising a round for a social startup was almost impossible. What's more, while Nadiem and his Gojek team struggled, one of his Harvard classmates, Malaysian-born Anthony Tan, was building a rival giant: Grab.

Regional rivals

customer journey gojek

Both decided to start a mobility startup based on Uber's model. In fact, both had the idea during their MBA. But Anthony was luckier when it came to funding. He found ready backers among family and friends. And back in Singapore, Southeast Asia's financial center, he didn't have to compete against palm oil plantations and zinc mines for investors' dollars.

The die was cast for both entrepreneurs, friends, and rivals. Anthony was clear from the beginning that he was going to create a regional company and that included Indonesia. Things heated up when in 2014 SoftBank decided to invest a Gazillion dollars in Grab. And Grab was as determined as Gojek in becoming Southeast Asia's leading super app.

Super apps like Gojek or Grab may be a uniquely Asian phenomenon. They may thrive in emerging markets elsewhere too. Whatever their origin, synergies between adjacent service sectors are their raison d'etre. In Gojek's case, the clearest relationship is between the motorcycle taxi service with food delivery, and between the mobility service and micropayments.

GoFood and GoPay were born in 2016, and they remain two of Gojek's most powerful verticals. GoPay, together with its rival Ovo is competing in the B2C micropayments market in Indonesia. Today they control over 50% of the sector. Guess who controls Ovo? That’s right: Grab and SoftBank, Gojek's eternal rivals.

Global model

customer journey gojek

Gojek's story has come to inspire entrepreneurs in other corners of the planet, as has Grab. Rappi in Colombia is a kind Latin American Grab. And entrepreneurs in Africa are actively looking at Gojek. Gozem, founded by two Frenchmen specifically got inspiration from Gojek, and aims to replicate the super app concept for the West African region.

In mature markets "unbundling" — or the specialization of apps by specific verticals - has been the norm in the last decade or more. But not so in emerging markets.  Once you have almost millions of users on your platform, the marginal of cross-selling related vertical services is zero. It's no wonder that in Indonesia, the main source of inspiration for startups like Gojek is not Silicon Valley, but China.

Apps like WeChat, AliPay, Meituan Dianping have features that are much more similar to Southeast Asian super apps than Silicon Valley startups. It also explains Tencent, WeChat's parent company's interest in Gojek, and why it invested a few spare hundreds of millions of dollars.

Nadiem left the company in 2019 and today serves as Indonesia's Education Minister. He's still faithful to the idea of ​​making real-life changes to his country and improving the situation of his fellow citizens. We can only wish him every success.

customer journey gojek

With its merger with Tokopedia, the Gojek saga continues.

Terima Kasih!

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The Incredible Gojek Story: Indonesia’s Epic Unicorn Startup Journey

First published: March 12, 2023 @ 6:00 pm

The Incredible Gojek Story: Indonesia's Epic Unicorn Startup Journey

Indonesia’s first ride-hailing service and on-demand services company Gojek has become one of the most talked-about startups globally in recent years. Its story is nothing short of epic, from its humble beginnings as a motorcycle taxi service to a multi-billion dollar unicorn with a vast array of services.

Gojek has had a significant impact on Indonesia’s economy, contributing almost $720 million USD annually and estimated to amount to 1.6 percent of Indonesia’s GDP in 2021.

A study by Universitas Indonesia found that Gojek contributed IDR 44.2 trillion (USD 7.1 billion) to the Indonesian economy in 2019 , and its digital platforms have had a positive impact on the welfare of motorcycle taxi drivers.

In this article, there are some points that we will learn together about this, including:

1. The success story of Gojek as the biggest super apps in Southeast Asia

2. How Gojek contributes to Indonesia’s Economy

3. The Business Model of Gojek that has a huge impact to Indonesia

The Inspiring Succes Story of Gojek

Gojek is an Indonesian “super app” and decacorn that provides a variety of services , including ride-hailing, food delivery, on-demand massage, courier services, ticketing, cleaning and bill payments.

Gojek’s founder, Nadiem Makarim, started the company in 2010 to solve Jakarta’s traffic congestion problem . His innovative idea was to connect passengers with motorcycle drivers, allowing them to bypass the city’s grid locked streets.

This simple concept quickly caught on, and Gojek became a popular mode of transport for millions of Indonesians.

But Gojek’s success didn’t come without challenges. When it launched in 2010, Gojek had only 20 drivers listed on an excel spreadsheet. Moreover, in 2014, Uber and Grab introduced on-demand ride-hailing services to Indonesians.

Therefore, Makarim had to constantly innovate to keep Gojek ahead of the game. He saw and opportunity and expanded the company’s services beyond transportation and into a one-stop-shop for everyday needs.

Thus, as time went by, Gojek introduced a slew of new services, including the ride-hailing feature GoRide; the delivery service GoSend; food delivery service GoFood; the digital payment service GoPay; and the customer loyalty program GoPoints. 

Gojek has undergone rapid and massive growth since its inception. The company’s growth was explosive, and it quickly became Indonesia’s first unicorn startup.

Indonesian consumers have downloaded Gojek’s app 130 million times , making it one of Southeast Asia’s most successful startups.

This was a remarkable achievement for a company that started with just a handful of motorcycle drivers.

The Incredible Gojek Story: Indonesia's Epic Unicorn Startup Journey

The Gojek Effect: How This Unicorn Startup Has Contributed to Indonesia’s Economic Growth

Starting from 2013, there has been a surge in sharing platforms in Indonesia, among which Gojek stands out as one of the primary on-demand multi-service platforms that continues to dominate the market.

Gojek has had a significant impact on the Indonesian economy, contributing an estimated USD 7.1 billion in 2019 .

This contribution comes from Gojek’s five business verticals – GoFood, GoPay, GoSend, GoCar, and GoRide – and includes the positive income difference of its partners (drivers and merchants) after joining the platform, as well as a multiplier effect for micro, small, and medium enterprises.

For example, Gojek has improved the Indonesian economy through its features such as the Go-Food feature, which has i ncreased partnered SME’s sales . 86% of Go-Jek’s SME partners have experienced a 5% increase in sales .

The research conducted by Lembaga Demografi, Faculty of Economics and Business at Universitas Indonesia also found that 90% of Gojek partners are confident they can improve their family’s welfare by joining Gojek, with average monthly incomes of GO-CAR driver partners being IDR 6 million in Jabodetabek area and IDR 5,5 million in eight other survey areas.

Gojek has also extended its business to other Southeast Asian nations , including Thailand, Vietnam, and the Philippines. This has boosted sales for enterprises in these countries, and has had a positive impact on their economies.

Overall, Gojek has had a positive impact on Indonesia both in the short term (through access to ride sharing services) and long term (through economic contributions).

The Incredible Gojek Story: Indonesia's Epic Unicorn Startup Journey

How Gojek’s Business Model is Reshaping the Country’s Economy

At the heart of Gojek’s success is its innovative business model, which has disrupted traditional business practices and created new opportunities for entrepreneurs and businesses

Gojek’s business model consists of three sectors of a marketplace – utilizers (customers), vendors (merchants), and persons for delivery or rides.

By providing a comprehensive range of on-demand services, including transportation, food delivery, and mobile payments, Gojek has become a one-stop-shop for everyday needs in Indonesia, serving millions of people across the country.

Moreover, one of the key advantages of Gojek’s business model is its ability to create new jobs and opportunities for people who may not have had access to them before.

Therefore, by providing a platform for drivers, merchants, and service providers, Gojek has enabled many Indonesians to earn a living and start their own businesses, creating a ripple effect of economic growth and development.

Furthermore, Gojek’s platform has also been a catalyst for digital transformation in Indonesia.

As more people use the company’s services, they are becoming increasingly comfortable with using digital technology and mobile payments, which has the potential to revolutionize the country’s financial sector.

Gojek has also managed to gather 170 million buyers in Southeast Asia in 2020 . In 2021, it completed its tie hand with Tokopedia and launched a new company called GoTo (PT GoTo Gojek Tokopedia Tbk) (GoTo).

The success of Gojek’s business model has meant there are many aspirants out there looking to develop similar business models.

Final Thoughts

Gojek’s business model has inspired other startups and entrepreneurs in Indonesia to think creatively and develop innovative solutions to the country’s most pressing problems.

This has helped to create a vibrant startup ecosystem in Indonesia, with a growing number of companies seeking to replicate Gojek’s success in various industries.

As the company continues to expand its operations and innovate, it is likely to remain a driving force for economic growth and transformation in Indonesia for years to come.

So, Gojek’s success is an inspiring story that shows what can be achieved with hard work, perseverance, and a little bit of creativity, with its commitment to innovation and determination helping it grow providing essential services to millions of people.

For more news and tips on entrepreneurship, business, and finance, check out our blog and insights reports . Subscribe to our YouTube channel for regular videos on business, book summary reviews, and more to save time and get ahead in your career!

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GOJEK Selects Qualtrics to Deliver Improved Customer and Employee Experiences

Leading mobile on-demand service and payments platform invests in creating exceptional employee experience, using experience data, gojek will unlock real-time insights to identify and capitalise on market opportunities.

Last updated:   July 10, 2019

SINGAPORE, 10 July 2019 — Qualtrics , the leader in experience management (XM), today announced GOJEK , Southeast Asia’s largest mobile on-demand service and payments platform , has selected Qualtrics EmployeeXM TM and Qualtrics ResearchCore TM services to scale and optimise the company’s rapidly expanding operations in the region.

Since launching in 2010 as a ride-hailing service in Indonesia, GOJEK has quickly evolved into a super app of 21 services and counting. The company uses technology to improve the lives of users within its ecosystem by connecting millions of customers to millions of merchants, drivers, and service providers. The company now operates in 204 cities across Southeast Asia and has an annualised gross transaction value of more than US$9billion.

“ Studies predict Southeast Asia’s internet economy will exceed $240billion by 2025, meaning there is a significant opportunity for super-apps in the region. Being able to understand markets, customers, and employees is therefore crucial for GOJEK to expand their offerings and retain their competitive advantage,” said Foo Mao Gen, Head of Southeast Asia, Qualtrics.

GOJEK currently has around 5,000 employees across Indonesia, Singapore, Thailand, and Vietnam. To fuel its rapid expansion, GOJEK’s workforce is constantly expanding. This requires a highly agile, sophisticated, and integrable platform that enables leaders to capture employee feedback and drive frequent and effective engagement across all offices. Using insights into the employee experience enables GOJEK to make improvements in the moments that matter to increase employee productivity. This will allow GOJEK to boost employee satisfaction, which leads to improved retention and acquisition.

Qualtrics EmployeeXM and Qualtrics Research Core services will allow GOJEK to measure experience data (X-data™) – the opinions, beliefs, and sentiments of customers and employees. X-data provides real-time insights into how customers and employees feel at different stages of their entire lifecycle – from recruitment through to exit for employees, and from research through to post-purchase for customers. By combining X-data with operational data, such as sales and costs, GOJEK will be able to understand what is happening and why it is happening, enabling the company to make tangible changes based on facts.

Using Qualtrics EmployeeXM, GOJEK will be able to manage the end-to-end employee experience on a single platform. Leveraging dynamic and customised data collection tools accessible across devices, GOJEK will gather employee X-data at every meaningful touchpoint across the employee lifecycle – from pre-hire to exit, and from new joiners to long-standing employees. These experience insights are shared with leaders in real-time across the business, empowering them to optimise and tailor the employee experience delivered. As a result, employers will be able to design and deliver the highly personalised and seamless experiences for their employees.  

Meanwhile, Qualtrics Research Core is a powerful tool for collecting, analysing, and generating insights for X-data. Not only for employees’ experience, this platform will also equip GOJEK to better understand consumer preferences through real-time feedback and insights focused on key points of the consumer journey, such as research, order, delivery, and post-engagement feedback. Qualtrics ResearchCore is also instrumental in conducting research studies to increase the app’s daily active usage (DAU), by helping to identify the features users value and engage with most. Powered by a stronger understanding of consumer behavioural patterns and preferences, GOJEK can better target and segment audiences, allowing the company to offer the most effective solutions to everyday problems faced by its consumers. 

“All of us here at GOJEK are motivated to build something truly beneficial for Indonesia, and a believer in the role of technology in creating and scaling up positive social impact. Surely, our success and rapid growth is a testament to the world-class efforts of our GO-TROOPS. This is why it is important for us to ensure our GO-TROOPS have the best possible experiences throughout their journey with us.

And with their solid track record, we believe Qualtrics can provide us with the required capabilities to deliver such experiences, which is instrumental in helping us become an employer of choice across Southeast Asia,” said Monica Oudang, Chief Human Resources Officer, GOJEK.  

GOJEK Senior Vice President and Group Head of Research and Insights Evan Williams said, “In today’s economies, markets change fast. Using Qualtrics ResearchCore, GOJEK will be able to unlock consumer preferences hidden among a plethora of data sets, and rapidly act upon them to capitalise on market opportunities. The expert capabilities enabled by the Qualtrics research platform are essential when we launch GOJEK in new markets, and respond to emerging competitors in the region too.”

“We are proud to be part of GOJEK’s exciting and successful journey by unlocking insights helping it deliver improved services across the region, ”said Mao Gen.

About Qualtrics

Qualtrics is the technology platform that organizations use to collect, manage, and act on experience data, also called X-data™. The Qualtrics XM Platform™ is a system of action, used by teams, departments, and entire organizations to manage the four core experiences of business—customer, product, employee and brand—on one platform. Over 10,000 enterprises worldwide, including more than 75 percent of the Fortune 100 and 99 of the top 100 U.S. business schools, rely on Qualtrics to consistently build products that people love, create more loyal customers, develop a phenomenal employee culture, and build iconic brands. To learn more, and for a free account, please visit www.qualtrics.com .

Since the launch of its Southeast Asia hub in September 2017, Qualtrics has worked with over 110 customers across various sectors in the region. This includes companies like OCBC Bank, Singtel, Fuji Xerox Asia Pacific, Scoot, Thai Airways International, Nestlé, Singapore Post, and educational establishments such as United World College Southeast Asia (UWCSEA) and the National University of Singapore (NUS).  

About GOJEK Group

GOJEK Group is Indonesia’s leading multi-platform technology group, providing access to a wide range of services from transportation and payments to food delivery, logistics and other on-demand services. The GOJEK app was launched in January 2015 providing motorbike delivery and ride-sharing services, and has rapidly expanded to meet the diverse needs of Indonesian consumers. Today, it is an integrated technology group that operates a number of platforms and businesses that are embedded in many aspects of the average Indonesian’s daily life. As of February 2019, the estimated value of the company is about US $10 billion. To learn more about GOJEK, visit www.GOJEK.com .  

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Editor’s note: Today’s post is a Q&A with Andrew Brinson, mobility marketplace lead at Gojek, on how they’re using On-demand Rides & Deliveries in Google Maps Platform. The On-demand Rides & Deliveries solution helps businesses improve operations and transform the driver and customer journey—from booking to arrival or delivery. To see how Gojek relies on Google Maps Platform to power their range of services, check out our latest video .

Can you tell us a little about your role at Gojek?

At Gojek, I lead the team that looks after our mobility marketplace—this refers to the matching and shaping of supply and demand on our platform. We match drivers and recipients millions of times a day, taking into account optimal pricing, while also prioritizing getting the driver to the delivery spot.

Tell us about the history and mission of Gojek—how has the company grown over time and what are you focused on delivering today?

Gojek was founded in 2010 as a call centre to optimize the service of motorcycle taxis, or ojeks, in Indonesia. Ojeks, even today, form a crucial part of Indonesia’s informal economy. We started with a fleet of only 20 motorcycle taxis and the belief that these drivers could do more than just transport people. 

Since then, Gojek has expanded to become a one-stop platform (“super app”) with more than 20 services, connecting over 190 million users across the region with over 2 million driver-partners and 500,000 merchants.

Our mission is to remove life’s daily frictions by connecting consumers to the best suited providers of goods and services. Mobility marketplace, and the matching of supply with demand, is central to this. For many of the markets that we are in, getting around, paying for things and having items delivered have traditionally been tedious tasks. All of our services have been built out to close such gaps in the market, solve user problems and improve lives.

One of our key services is our payments platform, GoPay, which was initially launched to connect unbanked drivers with the formal financial sector. Today, we have grown to become the largest digital payments platform for consumers in Indonesia, enabling convenient cashless transactions for millions of users from all walks of life.

Gojek mouse street

What are some of the challenges that you were looking to solve with the On-demand Rides and Deliveries solution and Google Maps Platform?

We had three key challenges that we were faced with.

First, we wanted to tap into the Google Maps Platform team’s knowledge of routing to create better in-app navigation systems for our drivers. We wanted drivers to actually use the maps for more advanced data and navigation rather than rely on ‘tribal’ knowledge of directions to get to a place. This is critical given the cities we operate in are constantly changing in terms of roads and infrastructure. 

Secondly, we wanted consumers to be able to see their driver's real time location, route, and ETA in the app, so they would know their driver was on the way to pick them up and to reduce the friction of meeting up.

Finally, we were essentially looking for a fleet management system to understand where drivers are in real time, in order to efficiently match them to consumers. 

Presently, 100% of 2-wheel and 4-wheel drivers in Indonesia and Singapore have in-app navigation available. The impact has been significant, our data shows that drivers who keep navigation ‘on’ have 20% more accurate arrival time estimates as compared to those who have it ‘off’.

What about the relationship with Google Maps Platform are you most proud and excited about?

I’m most proud of how both companies have worked closely together to bring our knowledge of local markets and technological expertise together, resulting in true improvements to the in-app experience for Gojek consumers and driver partners. Achieving this internally is challenging enough, but being able to do this across two companies is testament to the alignment, focus and hard work of both Gojek and the Google Maps Platform team.

Gojek delivery

Can you talk a little about matching the best driver to the customer? What are the advantages for you, using Google Maps Platform?

Using ‘Nearby Drivers’ allows us to optimally match the closest Gojek driver with a consumer. Improving our driver allocation results in a shorter pick-up time and better experience as a whole.

As Google Maps Platform has launched its On-demand Rides & Deliveries solution, we have also been able to take into account missing roads and get more accurate driver locations–even in places with poor signal quality or poor road coverage. This has enabled us to improve the quality of allocation and solve routing problems. With Google Maps Platform continuing to enhance the quality of maps for the ever-changing Indonesian landscape, we look forward to even more improvements in the long run.

What’s next for Gojek?

With the pandemic having accelerated the global reliance on digital services, our platform and mission is more significant than ever before, and there are a new set of problems to solve during this dynamic time. 

The shift towards online commerce and increased focus on health and hygiene are here to stay, and this also means that digital payments will gain greater significance going forward. Our key focus at the moment is to live up to our mission and make adjustments in order to meet the evolving needs of consumers. 

For more information on the Google Maps Platform On-demand Rides & Deliveries solution, visit our website .

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Audience Analysis: GoJek’s Way to Success

With the exit of Uber in the ride services market of Southeast Asia, Grab has become the number one leader in the region. However, this monopoly will not last very long. GoJek, the Indonesian ride-hailing, and multi-services platform announced its plan to spend $500 million for its Southeast Asia expansion . The countries the company will serve include Singapore, Vietnam, Thailand and the Philippines. The populations and lifestyles in these countries are very different from the ones in Indonesia. This represents a significant challenge for the Indonesian company, who will need to understand its new markets before entering them. We used our audience analysis tool, Synthesio Profiler, to find out who are the consumers GoJek will have to adapt to market share.

GoJek currently serves 50 cities in Indonesia. In this country, motorbikes are preferred over cars due to traffic in the major cities and the poor quality of roads in some regions. GoJek understood this need and outmatched its competitor Grab by offering primarily motorbike rides, in addition to the regular cab rides. They also differentiated themselves by providing other services such as household cleaning and at-home massages.

Who Are the Current GoJek Consumers?

According to our audience analysis, the typical GoJek rider is 18 to 34 years old. Most of them are married, with no children. They have a higher education level than the average Indonesian and mostly live in big cities. 28.7% of them live away from family and away from their hometown vs. only 11.4% of the total population of the country. Hence they are active travellers as they need to reconnect with their family and friends who are not nearby. It could also be related to their jobs, as 42% of them work in Sales, which often requires travel. In addition, they like to travel for leisure.

They love Facebook and Instagram and are using them nearly twice as much as the rest of the population. Facebook Messenger is their main messaging application. They use Twitter and YouTube significantly less compared to Facebook and Instagram.

Interestingly, those social media power users are big fans of new Chinese brands. 20.7% of them own an Oppo smartphone (vs. 12%) and 22% a Xiaomi smartphone (vs 12%). These are cheaper than Apple and Samsung devices, which are used less by this audience.

Entering New Markets

The first thing GoJek will have to focus on is to attract new customers by building brand awareness. By doing an audience analysis, we regrouped a large number of insights to understand the characteristics of the new markets to know how GoJek should promote their brand.

Socio-Demographic Characteristics

In Singapore, Vietnam and the Philippines, the gender ratio is approximately 50-50 while in Thailand only 37% of females are interested in ride-hailing and taxis. The targeting will consequently be different as GoJek will have to captivate a male audience in Thailand. Thailand, Vietnam, and the Philippines are young markets, with at least 65% between 18 and 34 years old. They live in big and developed cities such as Bangkok, Ho Chi Minh City, and Manilla. In Singapore, people using ride services are a bit older, with 23.6% between the ages of 35 and 44 years old. In all countries, they are mostly alums, who had access to higher education.

GoJek will probably adopt the same entry strategy as in Indonesia. That involves entering primarily in the big cities and adapting their message to a young and educated customer base in Thailand, Vietnam and the Philippines. In Singapore, they will need to appeal to a slightly older population, thus producing a different message.

Media Behaviour

Knowing that the media behaviours vary by country, GoJek will have to adapt their strategy appropriately. Compared to the general population in each country, people showing interest in ride-hailing services are highly connected. Our audience analysis revealed that 84 to 94% of them use Facebook on a regular basis. It would be an excellent idea for GoJek to reach their customers through Facebook by advertising on the platform or by partnering with them. In Singapore and the Philippines, the target segment also uses Instagram (69.3% and 48.2% respectively), and 17% show interest in Spotify. These two applications are not as popular in other countries. In Thailand and Vietnam, around 30% read People magazine, compared to very few in the other countries. It would be an opportunity for GoJek to gain visibility by advertising their services on these platforms.

General Behaviour/Interests

In the four countries, people interested in GoJek are travelling more frequently than the rest of the population, both domestically and internationally. They show interest in hotels and tourism. Partnerships with travel companies such as Airbnb or Agoda (their favourite travel services) would benefit GoJek.

The vast majority of the potential customers shop online. This habit is far more developed than in the reference populations, with 63 to 74% in the target audience compared to 43% of the general population. Running banners on e-commerce sites could be effective. GoJek will also have to include different payment methods according to the countries. For example, in Singapore, some people would prefer to pay by EZ-Link, which does not exist in the other countries.

Brand Affinities

An audience analysis can also uncover the favourite brands of your target segment. In Thailand, the top 5 product brands are car companies. This shows that they care a lot about the type of car they ride in. An option for GoJek would be to promote the brands of vehicles used by the drivers and to add a premium feature for those who would like to ride in a luxury vehicle.

Before Uber’s departure, the demand was driven by the promotions that Grab and Uber were running. A lot of riders had both apps downloaded and decided which one they would use based on the prices and promotions they were receiving. Now that Grab has no significant competitors in the region, they have no incentive to give promotions, and the fares have already been rising. This will be an advantage for GoJek as people look for cheaper alternatives to Grab. If GoJek continues to strengthen their brand, they should attract a part of Grab’s current customers with lower prices and promotions.

Audience Analysis Summary

With our audience analysis tool, we uncovered a lot of the markets and consumers that GoJek would soon enter. This data can help GoJek attract customers and gain market share. Thanks to the broad audience size collected, we can make data-backed business decisions, from general aspects such as gender to the smallest details, including what type of pet they have. Want to find out more about our audience insights tool, Profiler? Request a demo today with one our audience insights experts.

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Strategi Marketing Gojek

5 Strategi Marketing Gojek Super Kreatif dan Gemparkan Netizen!

Strategi marketing Gojek? Memangnya bagaimana strategi yang mereka jalankan dan bagaimana kunci kesuksesannya?

Seperti kata pepatah, semakin tinggi pohon maka semakin tinggi pula angin bertiup. Semakin besar sebuah bisnis maka semakin besar pula kekuatan yang harus diberikan agar bisnis itu tetap kokoh. Salah satunya adalah tentang strategi marketing Gojek untuk melakukan strategi pemasaran yang tepat sasaran dan efektif.

Sebagai salah satu perusahaan startup di bidang transportasi terbesar di negara ini, bukan berarti Gojek santai saja menikmati kesuksesannya. Mereka sadar bahwa lebih mudah meraih sukses daripada mempertahankannya.

Berbagai Contoh Strategi Marketing Gojek

Tidak hanya sukses dikenal sebagai perusahaan transportasi. Namun Gojek juga memberi layanan lain seperti delivery, kuliner, cleaning service, dan lain sebagainya.

Kesuksesan ini tidak diraih begitu saja, tapi dengan beberapa strategi marketing Gojek berikut ini.

Selalu Mengikuti Tren

Gojek adalah perusahaan startup yang identik dengan golongan milenial. Bagaimana mereka menyasar milenial sebagai target market terbesar dalam bisnis yang mereka jalankan. Inilah alasan mengapa Gojek tidak pernah absen mengikuti tren yang ada.

Tidak hanya sebatas ikut-ikutan saja. Tujuan Gojek mengikuti tren adalah agar bisa diterima dengan baik oleh masyarakat. Apa pun tren yang sedang booming selalu diikuti dengan modifikasi marketing yang sesuai dengan iklim di budaya kerja mereka.

Ambil contoh kecil. Saat film Pengabdi Setan dengan booming, Gojek juga menggunakan tren ini sebagai cara marketing. Selain mudah diterima, cara ini juga mampu meningkatkan brand awareness agar brandnya mudah diingat oleh audiens.

Bekerja Sama dengan Banyak Mitra

Gojek tidak sendirian. Mereka bekerja sama dengan banyak mitra pada tiap layanannya. Misalkan layanan GoFood. Bekerja sama dengan banyak pengusaha kuliner. Atau layanan GoMart yang bekerja sama dengan minimarket atau supermarket terdekat.

Kerja sama dengan mitra ini membentuk simbiosis mutualisme yang baik diantara keduanya. Gojek tidak perlu membangun bisnis dari hulu untuk bisa memberi layanan pada pelanggan.

Begitu juga dengan mitra. Target market menjadi lebih luas dengan adanya kurir Gojek yang mengantar pesanan pelanggan dari lokasi yang jauh.

Selalu Fokus pada Customer Journey

Strategi marketing Gojek yang tidak banyak digunakan oleh perusahaan lainnya adalah selalu fokus pada customer journey . Gojek selalu memahami bahwa customer selalu suka dengan produk yang memberikan pengalaman menarik.

Gojek memberi kebutuhan customer journey ini dengan menawarkan beberapa pengalaman pelayanan hanya dengan satu aplikasi saja. Butuh ojek, bisa pakai Gojek. Butuh belanja dapur bisa pakai GoMart. Butuh makan, bisa pesan pakai GoFood. Butuh cleaning service bisa panggil GoClean, dan lain sebagainya.

Dari banyaknya layanan yang bisa meningkatkan pengalaman pengguna inilah yang membuat Gojek bisa diterima dengan baik oleh masyarakat. Tidak hanya diterima saja. Tapi juga dijadikan sebagai solusi atas berbagai permasalahan hidup sehari-hari masyarakat perkotaan.

Baca Juga: Strategi Content Marketing: Pengertian, Pentingnya Bagi Bisnis, dan Cara Membuat

Strategi Marketing Gojek dengan Iklan

Bicara strategi marketing Gojek, tidak akan jauh-jauh dari optimalisasi jangkauan pasarnya melalui iklan. Iklan memang bukanlah satu-satunya cara meraup keuntungan dalam strategi bisnis. Namun, iklan adalah satu komponen yang selalu ada pada setiap marketing plan yang dilakukan oleh semua bisnis.

Begitu juga dengan Gojek. Hal menariknya lagi, semua iklan yang ditampilkan Gojek tidak hanya memberi value saja, tetapi juga mengikuti tren dan mudah diingat. Hingga mampu meningkatkan brand awareness salah satu perusahaan startup di bidang transportasi ini.

Bagi Anda yang sering melihat televisi atau beberapa platform di internet, mungkin masih hafal betul bagaimana Gojek membuat iklan, tetapi bagi Anda yang sering melewatkannya, berikut sedikit informasi terkait iklan apa saja yang pernah dibuat oleh Gojek.

Penyakit Jalanan

Masih ingat tentang video iklan Gojek di YouTube yang bercerita tentang penyakit orang yang ada di jalanan? Nama pengakit ini unik. Selain didapat dari plesetan nama penyakit, juga disesuaikan dengan kondisi saat orang sedang berkendara di jalanan.

Misalnya penyakit hipersensi yang diplesetkan dari kata hipertensi atau penyakit Rheumatir yang berasal dari kata reumatik. Penyakit traumacet dari kata trauma. Dan penyakit vertibokek yang diambil dari kata vertigo.

Dan kreatifitas keunikan ini tidak hanya berhenti di sini saja. Dari keempat penyakit jalanan itu, lalu dibuat video musik dengan genre yang berbeda.

Hipersensi dibuat kocak dengan musik genre pop rock. Rheumatir lebih memilih genre musik hip hop. Sedangkan vertibokek terlihat apik dengan genre dangdut koplo. Begitu juga dengan penyakit traumacet. Lebih indah dengan genre musik sendu dan mendayu.

Meski berbeda, namun keempatnya memiliki tujuan yang sama, yaitu menghibur. Tren hiburan inilah yang akhirnya mampu melekat di pikiran masyarakat sehingga mengingatkan mereka. Bahwa aplikasi ojek online yang Gojek, bukan yang lain.

Iklan Versi Kuntilanak

5 Strategi Marketing Gojek Super Kreatif dan Gemparkan Netizen!

Kalau mungkin Anda lupa dengan iklan Gojek versi penyakit jalanan, tidak masalah. Masih ada iklan lain dalam strategi marketing Gojek yang sudah pasti Anda ingat, yaitu iklan kuntilanak.

Bagi orang Indonesia, kuntilanak adalah sejenis hantu berwujud perempuan. Mengenakan baju putih panjang dengan rambut yang dibiarkan tergerai panjang. Penampakannya yang seram membuat siapapun takut melihatnya.

Tapi mereka mampu membuat deskripsi kuntilanak yang seram menjadi kocak, yaitu kuntilanak yang menggunakan aplikasi Gojek untuk semua solusi masalahnya. Mulai dari pesan sate, pesan tukang pijat, hingga jalan-jalan mencari anaknya.

Alih-alih terlihat seram. Tampilan kuntilanak ini justru kocak dan menghibur. Maka tak heran jika telah ditonton lebih dari 4 juta viewers.

Iklan Jo dan Jek

5 Strategi Marketing Gojek Super Kreatif dan Gemparkan Netizen!

Mengedukasi dengan cara yang kocak. Inilah kesan pertama ketika menonton video ini. Diceritakan ada seorang pengemudi Gojek bernama Jek. Dan seorang penumpang bernama Jo. Jo dan Jek melakoni peran sebagai cara untuk mengedukasi masyarakat tentang bagaimana cara berkendara yang baik dan benar.

Contohnya saja. Sebagai pengemudi, Jek tidak hanya bertugas memastikan nama penumpangnya saja. Tapi juga memastikan penumpang memang sudah diangkut atau naik ke sepeda motor.

Selain itu, juga ada scene dimana perlu adanya safety riding dengan menggunakan helm yang telah dikunci pengamannya. Semua scene ini diarahkan oleh seorang sutradara yang hanya terdengar suaranya saja.

Meski sedikit agak kaku, nyatanya iklan ini mampu menarik perhatian audiens karena cukup menghibur.

Billboard Curhatan Pendek

5 Strategi Marketing Gojek Super Kreatif dan Gemparkan Netizen!

Bagi Anda yang selalu melewati daerah Kuningan, pasti tidak asing lagi dengan billboard yang berisi curhatan pendek. Masyarakat yang sering terkena macet diminta membayangkan bagaimana seandainya datang ke kantor selalu tetap waktu. Dan pulang dengan tepat waktu juga.

Suasana mental dan hati pasti lebih baik. Agar ini bisa terjadi, ada solusi yang bisa digunakan, yaitu menggunakan layanan Gojek agar tidak terjebak macet.

Berikut isi tulisan yang ada di biilboard -nya.

Berikut isi iklan Go-Jek pada baliho tersebut:

"Hai kamu. Iya, kamu. Coba bayangin deh. Coba bayangin kalau pagi ini bisa nyampe kantor lebih cepet."

"Buka pintu kantor nggak mesti agak nundukin kepala sambil jalan cepet.Bisa ngopi atau ngeteh dulu di pantry . Mood -nya jadi enak seharian, Zen kalau kata orang-orang.

"Temen-temen kantor jadi pada nyenengin. Tektokan kerjaan jadi lebih cepet jadi bisa pulang on-time deh. Masih ngebayangin kan??"

"Oke. Lanjut yaa. Kalo bisa pulang on-time , kamu jadi bisa makam malem bareng anak istri di rumah."

"Bisa dengerin mereka punya cerita apa hari ini. Eh, si kecil ternyata udah lancar nyanyi Satu-satu Aku Sayang Ibu.

Nggak apa-apa deh."

"Ayahnya jadi nomer dua, pikirmu dalam hati. Kamu tau rasa ini, momen ini nggak bisa diungkapin dengan kata-kata."

"Nggak lama abis itu, kamu bisa tidur dengan senyum. Sang istri di sebelahmu juga gitu. Dia bisikin ke kamu kalo dia seneng banget kamu bisa pulang cepet hari ini. "

"Besok paginya, kamu bangun dengan lebih semangat. Kayak dapet energi tambahan entah dari mana. Ajaib tapi nyata."

"Coba Bayangin kalo tiap hari bisa kayak gini. Mari kembali ke kenyataan."

"Dari tadi belom nyampe perempatan Kuningan juga? Gojek-in aja," demikian akhir tulisan yang cukup menohok.

Cari Barang Dadakan di GoMart

5 Strategi Marketing Gojek Super Kreatif dan Gemparkan Netizen!

Dengan sajian runtutan cerita dan visual yang menarik, iklan dari Gojek ini bisa mendulang hingga 12 juta penonton di YouTube. Iklan berdurasi 56 detik ini mampu menyajikan cerita yang unik bin kocak sehingga banyak orang yang tertarik untuk memutar hingga iklan berakhir, bahkan mengulangi hingga menontonnya berkali-kali.

Kunci Strategi Marketing Gojek

Setidaknya, Gojek memberikan 5 hal di bawah ini supaya iklan yang mereka publikasikan mampu melekat di benak para target pasar.

  • Ide besar yang unik dan inovatif, lalu mampu di- break down lebih terperinci.
  • Visual dan storytelling dengan komposisi yang memikat.
  • Menggunakan kesinambungan dalam kehidupan sehari-hari.
  • Lokasi penempatan iklan yang tepat (baik media offline dan online ).
  • Analisis demografi target pasar yang spesifik.

Itulah beberapa strategi marketing Gojek lengkap dengan contoh iklan yang Anda pilih. Meski terlihat menghibur dan natural, tetap diperlukan strategi dan perencanaan pemasaran yang matang untuk melakukannya.

SAB Digital Marketing Agency bisa membantu bisnis Anda untuk lebih berkembang di era transformasi digital saat ini. Apa pun yang Anda butuhkan mulai dari desain web dan optimalisasinya, leads generation, SEO/SEM, email marketing, hingga manajemen media sosial kami sediakan. Kami selalu berorientasi pada proses, data, hingga hasil yang akurat untuk menghasilkan sesuatu yang progresif untuk persona bisnis Anda. Pelajari lebih lanjut dengan cara klik di sini .

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customer journey gojek

An Indonesian multi-service platform, Gojek, was started around 2010 as a call center offering instant couriers with the aim of removing friction from people’s lives by connecting customers with merchants with a single application. In 2012, they launched their first mobile application. During the pandemic of 2020, they expanded the application across Southeast Asia. Currently, the application is available in Indonesia, Vietnam, Thailand, Singapore, the Philippines, India, and Malaysia. Last year Gojek united with Tokopedia (E-commerce platform) to form GoTo. Today it is Indonesia’s first unicorn company and continues to expand its business.

Gojek Growth Journey

Few key stats which measures the growth journey of Gojek are:

  • Application Downloads= 190 mln+
  • Monthly Active Users= 38 mln,
  • Driver partners= 2 mln,
  • Merchant partners= 11 mln (97% micro-small-medium enterprises)
  • GoFood monthly transactions= 50 mln
  • An ecosystem that encompasses 1% of Indonesia’s GDP and 2% with GoTo (as per Q2 2021)

Gojek Revenue Growth

Gojek ecosystem

Products for Customers

With its super-app, Gojek offers more than 20+ services in a single application. Some of which are ( Source )

Gojek products

GO-JEK's Net Promoter Score (NPS) is a 35 with 49% promoters, 37% passives, 14% detractors, and 79% customer loyalty! ( Source )

Gojek Retention Strategy

  • The marketing funnel , a tool or a method used by Gojek’s growth team which helps them analyze the customer’s user experience and hence increase in retention.

retention strategy

“The quickest way to reach our goal is to reduce friction and accelerate the value perceived by customers,” said Puti Ara Zena, Head of growth, Gojek.

  • Loyalty programs for customers and merchants- rewards, cashbacks, subscription special packages, treasures, etc. make the customers use the application again and again!
  • Creating a Super-app , where customers find all the essential products in a single app

“ Gojek didn’t become a super app in Indonesia simply because it offers so many features, it became a super app because it solved so many problems with technology. We aim to do the same and use technology to solve pain points. ”- Khun Pinya Nittayakasetwat – Country General Manager, Gojek Thailand .

Gojek and Tokopedia : Gojek, a multi-service on-demand platform, and Tokopedia, an e-commerce platform, have combined to form the GoTo ecosystem, the largest technology group in Indonesia. It is continuously expanding its services and serving 270 million users in Indonesia. This ‘combination’ includes major investors like Alibaba, Facebook, Google, Paypal, Temasek, Tencent, and many other big investors. GoTo targets the daily lifestyle of the customers in a unique way and is ready to be one of the biggest super-app in Southeast Asia.

Super-app Advantages

  • Gojek serves more than 20 services in one application, which makes it accessible for both the customers and merchants
  • It reduces friction in customers’ lives so that the daily transactions are more feasible, saves time and effort
  • Super-app leads to scalability and efficiency as the application upgrades each time according to the customers’ need
  • Super-app is a sign of evolving market, customers have become more particular about the products and services that the application offers

More references 1 , 2 .

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customer journey gojek

The Journey to Our New Authentication System

How we migrated users from our legacy user authentication service to Gojek’s state of the art system—GoID

The Journey to Our New Authentication System

By Prafull Mishra

As Gojek grew into Southeast Asia’s SuperApp and started serving large numbers of users, it became obvious that we needed a robust user-management system. This system would be responsible for all user-related scenarios such as account creation, authentication, payment-extension with user identification, etc. If our SuperApp ecosystem was a castle, this system served as its gateway.

For this, we realised we had to do the obvious: maintain a decentralised service responsible for all the above tasks, with high throughput .

Initially GoID was being used just by Gojek merchants as a separate stand-alone system, independent of the Authentication Service which was used by Gojek’s consumer and driver apps. As we scaled, all services that were responsible for managing users’ accounts and their identity, be it for the Gojek app or any third-party service that uses these details, came under GoID.

customer journey gojek

Why this and why now?

Here’s everything that GoID brings to the table that our legacy Auth Service could not.

1. Monolithic Authentication

With Auth service, the users of our apps — consumers, drivers and merchants, are all authenticated through different services and protocols. This not only creates a mess while trying to standardise user properties, but also makes it hard to perform operations due to heterogeneous user accounts. With GoID, all user accounts, be it consumer, driver or merchant, will be managed in the same way, under same service, ensuring consistency among different user types, thereby making it easier to run required operations, without the need of handling differences between them.

2. Standalone service

Being a unified service, GoID can easily be made a standalone service, which means, it can be easily decoupled from app-specific services and can be converted into an easily pluggable service. This not only ensures smooth maintenance and integration of services, but also enables any of our new products to use this existing user-framework without the need to create one of its own. Just plug-n-go-play! (Not GoPlay, that’s another one of our services 😉).

3. Decentralised user access management

Every service endpoint that deals with user data, needs to have proper access to perform the required operations. This access level is internally managed by the scope granted by our Auth Services for that operation. However up until now, it wasn’t managed by a single point of control, rather was on a per-service basis. Now, with abstraction of user account management, all this can be done by a single service, resulting in a well-structured, maintainable and testable access management service.

4. Integration with 3rd party services

When Auth Service was made, it was mostly made to identify users exclusively within the ecosystem of our services and products. It wasn’t made to provide this facility to other third party services outside of our ecosystem. Although, with our humongous user base, it became obvious that we could enable other apps to verify a user based on their Gojek account.

customer journey gojek

This becomes effective by providing certain third party services such as enabling other apps to recognise users using OAuth 2 based APIs provided by Gojek, which would then allow other apps to have social login options that prompts: “ Login with Gojek ”. This will not only allow a hassle free experience for users logging into other apps, but will also ease the user-acquisition process, without the need to create a user-authentication system from scratch.

5. Bridging the gap with GoPay!

With GoID as a service, third party apps can also integrate GoPay for transaction related services, which will save them the effort of building their own payment services from scratch. The users of these third party apps will feel right at home with a familiar and trusted payment service from Gojek — making it a win for both apps and their users!

The Challenges

With the endgame in mind, it was clear that the benefits were many, and so were the challenges. The migration from Auth Service to GoID meant refactoring existing user tokens, login flows, registering flows, refresh services, etc. and all this, without creating any friction for existing users.

Here are a few challenges we were well aware of:

  • All our services should accept user tokens generated both by GoID and Auth Service for user accounts, so that user doesn’t face any hiccups while using the app.
  • For phased rollout, we usually go with Firebase configurations, and that depends on user-account. But, this toggle needed to be on the login flow itself, because of which remote configuration was out of question. To achieve this, we depended on the toggle embedded in the response of Auth Service itself, which is based on AppID and version of the app. And if that toggle is received as true , then the login request is directed to GoID.
  • Periodically, access tokens for each Gojek user is refreshed to maintain the security and integrity of the user’s account. We knew there would be cases where user logged in with the Auth Service token, but this refresh needed to happen via GoID. This was a critical step. If it went wrong, the user would get logged out and would have to login again, which is against our user-experience principles. A lot of QA and development efforts were put to make sure things were as smooth as intended.
  • Security of user accounts also needed to be tested, as it was a brand new identification system, and thus, had to undergo same security tests on which our existing Auth Service stood, while standing even stronger.
  • After the migration step completes, and most Gojek users get onboard GoID’s ship, it would be time to waive off the Auth Service. This was also needed to be done in a seamless way, while redirecting all new accounts to sign up through GoID, to attain the goal of moving 100% of our users to GoID.

The Big Migration

With our aim and obstacles in mind, it was time to step up and sprint. We not only broke this entire migration tasks into per-release scopes, but also made sure that each scope was well-contained in itself, so that by the start of the next release, we could test the previous releases’ tasks in an isolated and independent manner.

We also wanted to minimise the changes that were to be done in an otherwise healthy and working code. We couldn’t afford to jeopardise what we had.

With this in mind, we proceeded with the following steps:

  • Addition of new endpoints

While Auth Service operated under the same domain as Gojek’s other APIs, GoID endpoints were located in a different cluster. On Android, the network client required cloning of network client config and to be re-configured with the new URL to be able to make a call to GoID, while on iOS, the new URL was added to the app config and then accessed as per the requirement.

2. Toggle-based redirection

Now that the network layer was sorted out, the next step was to add toggle acknowledgement. Instead of a Firebase config, we relied on the flag sent by existing Auth Services. If the flag indicated us to use GoID instead, then a consecutive call to GoID’s APIs were done. This toggle-based-redirection applies for both Login and Refresh Session APIs.

customer journey gojek

3. Persisting GoID status & managing existing tokens

If a user logs in via GoID, we can be sure that in case a refresh call is ever required, it will be done via GoID too. Hence, upon login completion, along with other details of the user, this detail was also persisted in the storage. As for the existing user who was already logged in and then updates the app, the toggle-based redirection will work. And if it is redirected, again this GoID status was persisted in the storage.

4. Mapping methods for contracts & error codes

Since both GoID and Auth Service work differently, they have different API contracts too. Some Auth Service APIs gave a result which was only possible by combining responses from two APIs of GoID. Amidst these differences, and our quest for making minimal changes to other sections of the app, we had to make sure that all these changes remained transparent to other parts of our app, which we did by creating mapper functions that mapped the response from GoID endpoints, to that of Auth Service’s. This meant that all other logic could go on without any disambiguation or regression. Similarly, error codes from GoID were mapped to that of Auth Service, so that existing error screens could still be shown correctly, in case any step fails.

5. Maintaining the quality

While coding, this logic in itself was quite a complex task. We still had to make sure that the quality of our code was up to our standards. For this, we not only kept running an existing list of extensive automated tests, but also added a few of our own, to keep the newly added code in check, and… It passed! ✌️

6. The Final step

Once the threshold for number of users intended to jump the GoID wagon was reached, the app needed to be converted to GoID only — thus deprecating the Auth login methods and the toggle-based redirection. All other flows needed to be refactored to eliminate Auth Service out.

We at Gojek value users and their identity. We make sure that the users’ security and privacy remains intact even while migrating them from one identification system to another. Our users’ convenience is what we stand for, while making sure we keep making their life easier.

After all, a #SuperApp’s development and growth is dependent on the user base, as much as its codebase!

customer journey gojek

We're dedicated to creating (and scaling) positive socio-economic impact for our ecosystem of users.

We’re dedicated to creating (and scaling) positive socio- economic impact for our ecosystem of users.

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The Journey to Beta Launch: Gojek’s Singapore Story

A timeline of the 45 days leading up to the launch of the Gojek app in Singapore.

Gojek

By Vikrama Dhiman

In an organisation, momentum and early success on a critical project is generally followed by two things:

  • You get extra attention (and increased expectations)
  • You become cautious about your next steps

Both those things happened to us when we completed the internal alpha launch (cash bookings on production with curated drivers and riders) for Gojek Singapore. You can check out that story here:

customer journey gojek

Internally and externally; from early riders and drivers to marketing and executive management, the feedback — most of it good — started to pour in. There was no time to savour it though. There was plenty of work to be accomplished (yes, Robert Frost’s famous poem was cited many a time)! 🙂

The next milestone — an Alpha++ launch — would include payment features for our drivers (money withdrawal, payment history, SG timezone and currencies). We would also work on polishing the customer experience on promotions, support, and analytics. All this, in just three weeks.

That was not all, the rest of the timeline looked like this:

Driver Onboarding — 5 weeks away.
Actual Launch — 7 weeks away.

Until Alpha launch, Gojek’s Simba team (the Singapore launch Engineering-Product-Design team) had been able to work alone. The next milestone would need closer coordination and collaboration across Marketing, Growth, Operations, Marketplace, Customer Care Units, and Driver Partner Relationship managers. In addition, engineering teams from the OpsTech Platform, Driver Platform, GoPay, and Midtrans (a Gojek company which provides payment gateway solutions in Indonesia and SE Asia) were also contributing to these milestones.

Coordination with so many different teams in such a short time window was always going to be challenging. What added to the challenge was that these teams were also distributed across Jakarta, Singapore, and Bangalore. Given this situation, even a well-thought-out plan would be tough to execute. Besides this, we had to navigate headwinds in the form of feedback from customers and drivers from the ongoing Internal Alpha trials.

If the Internal Alpha launch was a test of our engineering excellence, the next milestones would be a test of project management. Were we up for it?

All Hands on Deck!

The tailwinds to counter the headwinds were manufactured on a 3-pronged project management approach:

  • Loose framework, independent teams: When you have a lot of tasks open across different teams, you can manage using a top-down approach or define loose and evolving working contracts — enabling teams to work independently. We chose the latter approach. This was made possible because ‘alignment meetings’ are rare at Gojek — teams prioritize work organically. This significantly reduced coordination overhead.
  • Cross-team working group: We also set up a cross-team working group (modeled on the lines of Scrum of Scrums) to triage issues, surface dependencies, and share news. This team kept most discussions asynchronous — which optimized coordination across different time zones.
  • Tactical hustle: The first priority was getting the job done. iOS developers picked up work on the Android driver app, backend developers worked on the Android customer app, the Driver Partner Relationship team worked with the Web Development team. Our launch Kanban board was continuously reprioritized and teams synced up at engineering coworking sessions.

Hustle, hustle, hustle…

The tailwinds helped us take off… straight into turbulence.

Just as we reached cruising altitude en-route to the next milestone — we received critical feedback from expanded Alpha trials. Accommodating these changes would require time we did not have. In addition, the next milestone, Alpha++ launch happening as planned on October 31, 2018, was crucial. The Diwali holidays in India were coming up immediately after, and engineering bandwidth would be limited until November 14. To top it all up, Driver onboarding was already scheduled for November 14 as well.

There was simply no room to slip up.

This gave us an opportunity to test the famous project management triangle — Scope, Time, Cost. Given that time and cost was fixed, we could only prioritize and vary the scope.

customer journey gojek

Our Alpha++ trials initially included the flows for promotions and vouchers, and also credit card payments. We deprioritized promotions and vouchers to focus on fixing the issues we triaged (from both internal Alpha and integration with Gojek systems) as a top priority. We also focused on completing the functionality on our driver app and continuing work on the credit card payments for Singapore. Engineering and Operations teams across GoPay, Driver Platform, OpsTech Platform, Midtrans, and Simba coordinated to make this magic happen.

We launched Alpha++ as planned on October 31.

Unlike the previous phase, we brought the drivers onboard using our new driver onboarding tool, which allowed drivers to see their earnings on the app and also withdraw it to their bank accounts. The next day, we launched the functionality to test the customer and driver support flows.

Most of our engineering teams went home to celebrate Diwali content and having learned a key lesson: planning, like everything else in Agile, must be iterative too.

Even as we celebrated the festival of lights, there was a slight apprehension that the joy may be interrupted by pagers or production issues, indicating that something had failed or worse, we had impacted someone else’s systems inadvertently.

Luckily for us, that wasn’t the case.

The Diwali holidays went by without an incident. When we came back, we were on track for our immediate next milestone — Driver Onboarding. On November 14, 2018, we started the full driver onboarding process for drivers across Singapore.

customer journey gojek

We were now just two weeks away from launch.

Back to the Basics

Back on track to meet our major milestone of launching to customers in Singapore, we went back to tackle promotions and vouchers — the items we had deprioritised earlier. We also needed to integrate credit card functionality for customers, as well as fix the final issues for launch.

Even as work picked up on these items, Singapore itself was beginning to wake up to the arrival of a #SuperApp.

customer journey gojek

The interest in our launch helped us close a partnership with DBS. This was a huge endorsement to our launch and strategy.

However, this meant there was now one final twist in our launch tale. 🙂

We had planned to launch iteratively — start with the Central Business District (CBD) and East Coast and provide controlled access to ensure a great customer experience to first riders. With the DBS-Gojek partnership, we added priority access for DBS cardholders to our launch strategy. This added complexity in our registration flow.

We had to hustle one final time before launch.

Priorities were divided across Android and iOS so that the Android team continued to work on existing priorities while iOS picked up the DBS priority access flow. Once done, we switched the priorities and the Android team learned from the iOS team implementation on DBS priority access while iOS picked up lessons on promotions and vouchers.

Lesson: A great team is the ultimate plan.

Just before our teams from Jakarta and Bangalore moved to Singapore for launch, we set up a co-working room with the GoPay and Midtrans teams in Bangalore to test credit card functionality. All looked good, and we all gathered in Singapore for the launch.

The last week of November 2018 will always be a special one in the career of all the GoTroops who worked on our Singapore launch.

Here’s how the events unfolded:

November 26

We tested credit card functionality with a wider employee group. And… it worked. Our extensive testing had paid off. As a bonus, we also got the news that Midtrans and GoPay had added support for AMEX as well. 🙌

November 27

We tested the DBS priority flow and communicated the codes to DBS. We also rehearsed the process of providing access to customers with our Growth team. Everything worked perfectly. Fingers crossed for the next 2 days.

November 28

The driver app was released. We had a freak bug on one page of the driver app where the content continued to appear in Bahasa Indonesia, even though the language selected was English. This gave us an anxious few minutes. As a good luck charm, we even restarted the test device before testing it one final time. It worked. 😅

November 29

Early on the morning of November 29, our iOS app was up and running. The Android app rollout was delayed due to a bug in another product in Indonesia (remember, the same Gojek app works in both countries!). There was constant checking of the release channels, and towards the end of the day, the Android app was live as well.

This was it. Gojek was now in Singapore. We had set a date months in advance and met it. ✌️

Engineering, Product, Design, Operations, Marketplace, Marketing, Growth, Customer Care, Driver Partner Care — everyone came together in almost the perfect symphony.

Singapore loved us, and how. 🙂

customer journey gojek

As great as this accomplishment was, we still had a few things left to do. Robert Frost was still relevant.

The launch is important, but it is just a step towards meeting objectives. Would Singapore really be the strategic play that we planned it to be? Was getting to 10 million trips a piece of cake? (Spoiler alert: It was not). Read more about our Singapore story in the final part of this series (Coming Soon!).

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Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

Aaron Agius

Published: May 04, 2023

Free Customer Journey Template

customer journey gojek

Outline your company's customer journey and experience with these 7 free templates.

Thank you for downloading the offer.

Did you know 70% of online shoppers abandoned their carts in 2021? Why would someone spend time adding products to their cart just to fall off the customer journey map right at the last second?

person creating a customer journey map

The thing is -- understanding your customer base can be extremely challenging. And even when you think you've got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

Download Now: Free Customer Journey Map Templates

Download Now

While it isn't possible to predict every experience with 100% accuracy, customer journey mapping is a very handy tool for keeping track of important milestones that every customer hits. In this post, I'll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

Customer journey stages.

  • What is a customer journey map?

The Customer Journey Mapping Process

What's included in a customer journey map, steps for creating a customer journey map.

  • Types of Customer Journey Maps
  • Customer Journey Map Best Practices

Benefits of Customer Journey Mapping

  • Customer Journey Map Examples

Free Customer Journey Map Templates

customer journey gojek

  • Buyer's Journey Template
  • Future State Template
  • Day-in-the-Life Template

You're all set!

Click this link to access this resource at any time.

The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer's journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

Many businesses that I've worked with were confused about the differences between the customer's journey and the buyer's journey. The buyer's journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from customer awareness to becoming a product or service user.

In other words, buyers don't wake up and decide to buy on a whim. They go through a process to consider, evaluate, and decide to purchase a new product or service.

The customer journey refers to your brand's place within the buyer's journey. These are the customer touchpoints where you will meet your customers as they go through the stages of the buyer's journey. When you create a customer journey map, you're taking control of every touchpoint at every stage of the journey, instead of leaving it up to chance.

Free Customer Journey Map Template

Fill out this form to access the free templates..

For example, at HubSpot, our customer's journey is divided into 3 stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

HubSpot customer journey map stages

The stages may not be the same for you — in fact, your brand will likely come up with a set of unique stages of the customer journey. But where do you start? Let's take a look.

Generally, there are 5 phases that customers go through when interacting with a brand or a product: Awareness, Consideration, Decision, Retention, and Loyalty.

Customer journey stages

1. Awareness Stage

In the awareness stage, customers realize they have a problem. At this point, they may not know that they need a product or service, but they will begin doing research either way.

During this stage of the customer journey, brands should deliver educational content to help customers diagnose a problem and offer potential solutions. Your aim should be to help customers alleviate their pain point, not encourage a purchase.

Some educational content that I've created in the past are:

  • How-to articles and guides
  • General whitepapers
  • General ebooks
  • Free courses

Educational content may also be delivered via customer touchpoints such as:

  • Social media
  • Search engines

2. Consideration

In the consideration stage, customers have done enough research to realize that they need a product or service. At this point, they begin to compare brands and offerings.

During this stage, brands should deliver product marketing content to help customers compare different offerings and, eventually, choose their product or service. The aim is to help customers navigate a crowded marketplace and move them toward a purchase decision.

Product marketing content may include:

  • Product listicles
  • Product comparison guides and charts
  • Product-focused white papers
  • Customer success stories or case studies

Product marketing content may be delivered via customer touchpoints such as:

  • Your website
  • Conferences

3. Decision Stage

In the decision stage, customers have chosen a solution and are ready to buy.

During this stage, your brand should deliver a seamless purchase process to make buying products as easy as possible. I wouldn't recommend any more educational or product content at this stage — it's all about getting customers to make a purchase. That means you can be more direct about wanting customers to buy from you.

Decision-stage content may include:

  • Free consultations
  • Product sign-up pages
  • Pricing pages
  • Product promotions (i.e "Sign up now and save 30%")

Decision-stage content may be delivered via customer touchpoints such as:

4. Retention Stage

In the retention stage, customers have now purchased a solution and stay with the company they purchased from, as opposed to leaving for another provider.

During this stage, brands provide an excellent onboarding experience and ongoing customer service to ensure that customers don't churn.

Retention-stage strategies may include:

  • Providing a dedicated customer success manager
  • Making your customer service team easily accessible
  • Creating a knowledge base in case customers ever run into a roadblock

Retention-stage strategies may be delivered via customer touchpoints such as:

5. Loyalty Stage

In the loyalty stage, customers not only choose to stay with a company — they actively promote it to family, friends, and colleagues. The loyalty stage can also be called the advocacy stage.

During this phase, brands should focus on providing a fantastic end-to-end customer experience. This should span from your website content to your sales reps all the way to your social media team and your product's UX.

Most importantly, customers become loyal when they've achieved success with your product — if it works, they're more likely to recommend your brand to others.

Loyalty-stage strategies may include:

  • Having an easy-to-navigate website
  • Investing in your product team to ensure your product exceeds customer expectations
  • Making it easy to share your brand with others via a loyalty or referral program
  • Providing perks to continued customers, such as discounts

Loyalty-stage strategies may be delivered via customer touchpoints such as:

  • Your products

To find out whether your customers have reached the loyalty stage, try a Net Promoter Score survey , which asks one simple question: "On a scale of 0 to 10, how likely are you to recommend us to a friend?" To deliver this survey, you can use customer feedback software like Service Hub .

Now, let's get to the good stuff. Let's talk about creating your customer journey map.

What is the customer journey map?

A customer journey map is a visual representation of the customer's experience with a company. It also provides insight into the needs of potential customers at every stage of this journey and the factors that directly or indirectly motivate or inhibit their progress.

The business can then use this information to improve the customer's experience, increase conversions, and boost customer retention.

Now, the customer journey map is not to be confused with a UX journey map. But, for clarity, let's distinguish these two below.

What is UX journey mapping?

A UX journey map represents how a customer experiences their journey toward achieving a specific goal or completing a particular action.

For example, the term "UX journey mapping" can be used interchangeably with the term "customer journey mapping" if the goal being tracked is the user's journey toward purchasing a product or service.

However, UX journey mapping can also be used to map the journey (i.e., actions taken) towards other goals, such as using a specific product feature.

Why is customer journey mapping important?

While the customer journey might seem straightforward — the company offers a product or service, and customers buy it — for most businesses, it typically isn't.

In reality, it's a complex journey that begins when the customer becomes problem-aware (which might be long before they become product-aware) and then moves through an intricate process of further awareness, consideration, and decision-making.

The customer is also exposed to multiple external factors (competitor ads, reviews, etc.) and touchpoints with the company (conversations with sales reps, interacting with content, viewing product demos, etc.).

Keep in mind that 80% of customers consider their experience with a company to be as important as its products.

By mapping this journey, your marketing, sales, and service teams can understand, visualize, and gain insight into each stage of the process.

You can then decrease any friction along the way and make the journey as helpful and delightful as possible for your leads and customers.

Customer journey mapping is the process of creating a customer journey map — the visual representation of a company's customer experience. It compiles a customer's experience as they interact with a business and combines the information into a visual map.

The goal of this process is to draw insights that help you understand how your customers experience their journeys and identify the potential bottlenecks along the way.

It's also important to note that most customer journeys aren't linear. Instead, buyers often experience a back-and-forth, cyclical, multi-channel journey.

Let's look at the stages that you should include in any customer journey.

  • The Buying Process
  • User Actions
  • User Research

1. The Buying Process

To determine your customers' buying process, you'll want to pull data from all relevant sources (prospecting tools, CMS, behavior analytics tools, etc.) to accurately chart your customer's path from first to last contact.

However, you can keep it simple by creating broad categories using the typical buying journey process stages — awareness, consideration, and decision — and mapping them horizontally.

2. Emotions

Customer journey map template service

Whether the goal is big or small, remember your customers are solving a problem. That means they're probably feeling some emotion — whether that's relief, happiness, excitement, or worry.

Adding these emotions to the journey map will help you identify and mitigate negative emotions and the pain points that cause them.

On HubSpot's journey map , we use emojis to represent potential emotions at different stages of the customer journey. 

3. User Actions

customer journey mapping: user actions

This element details what a customer does in each stage of the buying process. For example, during the problem-awareness stage, customers might download ebooks or join educational webinars.

Essentially, you're exploring how your customers move through and behave at each stage of their journey.

4. User Research

customer journey mapping: user research

Similar to the last section, this element describes what or where the buyer researches when they are taking action.

More than likely, the buyer will turn to search engines, like Google, to research solutions during the awareness stage. However, it's important to pay attention to what they're researching so you can best address their pain points.

5. Solutions

customer journey mapping: solutions

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot's free customer journey map templates .

This has templates that map out a buyer's journey, a day in the life of your customer, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company's buyer persona. Not only will this lead to improvements to your product, but also a better customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you're creating one in the first place.

What goals are you directing this map towards? Who is it for? What experience is it based upon?

If you don't have one, I would recommend creating a buyer persona . This is a fictitious customer with all the demographics and psychographics representing your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics at the ready.

Don't have them? No worries. You can check out HubSpot's Customer Journey Analytics tool to get started. 

Some great ways to get valuable customer feedback are questionnaires and user testing. The important thing is to only reach out to actual customers or prospects.

You want feedback from people interested in purchasing your products and services and who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

  • How did you hear about our company?
  • What first attracted you to our website?
  • What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
  • How long have you/do you typically spend on our website?
  • Have you ever made a purchase with us? If so, what was your deciding factor?
  • Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
  • On a scale of 1 to 10, how easily can you navigate our website?
  • Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
  • Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you've learned about the customer personas that interact with your business, I would recommend narrowing your focus to one or two.

Remember, a UX journey map tracks the experience of a customer taking a particular path with your company — so if you group too many personas into one journey, your map won't accurately reflect that experience.

When creating your first map, it's best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don't worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there's no overlap.

This is essential in creating a UX journey map because it provides insight into your customers' actions.

For instance, if they use fewer touchpoints than expected, does this mean they're quickly getting turned away and leaving your site early? If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints help you understand the ease or difficulties of the customer journey.

Aside from your website, you also need to look at how your customers might find you online. These channels might include:

  • Social channels
  • Email marketing
  • Third-party review sites or mentions

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from. Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand, impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding -- you can see us literally mapping these touch points out with sticky notes in the image below.

Customer-Journey-map-meeting

HubSpot's free customer journey map template makes it easier than ever to visualize the buyer's journey. It saved me some time organizing and outlining my customer experience and it made it clear how a website could impact my user's lives. 

The customer journey map template can also help you discover areas of improvement in your product, marketing, and support processes.

Download a free, editable customer journey map template.

Types of Customer Journey Maps and Examples

There are four types of customer journey maps , each with unique benefits. Pick the one that makes the most sense for your company.

Current State

These customer journey maps are the most widely used type. They visualize the actions, thoughts, and emotions your customers currently experience while interacting with your company. They're best used for continually improving the customer journey.

Customer Journey Map Example: Current State Journey Map

Image Source

Day in the Life

These customer journey maps visualize the actions, thoughts, and emotions your customers currently experience in their daily activities, whether or not that includes your company.

This type gives a broader lens into your customers' lives and what their pain points are in real life.

Day-in-the-life maps are best used for addressing unmet customer needs before customers even know they exist. Your company may use this type of customer journey map when exploring new market development strategies .

Customer Journey Map Example: Day in the Life

Future State

These customer journey maps visualize what actions, thoughts, and emotions that your customers will experience in future interactions with your company. Based on their current interaction with your company, you'll have a clear picture of where your business fits in later down the road.

These maps are best for illustrating your vision and setting clear, strategic goals.

Customer Journey Map Example: Future State Journey Map Example

Service Blueprint

These customer journey maps begin with a simplified version of one of the above map styles. Then, they layer on the factors responsible for delivering that experience, including people, policies, technologies, and processes.

Service blueprints are best used to identify the root causes of current customer journeys or the steps needed to attain desired future customer journeys.

Customer Journey Map Example: Service Blueprint journey map

If you want a look at a real customer journey map that HubSpot has used recently, check out this interview we conducted with Sarah Flint, Director of System Operations at HubSpot. We asked her how her team put together their map (below) as well as what advice she would give to businesses starting from scratch. 

Hubspot customer journey map examle

Customer Journey Mapping Best Practices

  • Set a goal for the journey map.
  • Survey customers to understand their buying journey.
  • Ask customer service reps about the questions they receive most frequently.
  • Consider UX journey mapping for each buyer persona.
  • Review and update each journey map after every major product release.
  • Make the customer journey map accessible to cross-functional teams.

1. Set a goal for the journey map.

Determine whether you aim to improve the buying experience or launch a new product. Knowing what the journey map needs to tell you can prevent scope creep on a large project like this.

2. Survey customers to understand their buying journey.

What you think you know about the customer experience and what they actually experience can be very different. Speak to your customers directly, so you have an accurate snapshot of the customer's journey.

3. Ask customer service reps about the questions they receive most frequently.

Sometimes, customers aren't aware of their specific pain points, and that's where your customer service reps come in.

They can help fill in the gaps and translate customer pain points into business terms you and your team can understand and act on.

4. Consider UX journey mapping for each buyer persona.

It's easy to assume each customer operates the same way, but that couldn't be further from the truth.

Demographics, psychographics, and even how long someone has been a customer can determine how a person interacts with your business and makes purchasing decisions.

Group overarching themes into buyer personas and create a UX journey map for each.

5. Review and update each journey map after every major product release.

Every time your product or service changes, the customer's buying process changes. Even slight tweaks, like adding an extra field to a form, can become a significant roadblock.

So, reviewing the customer journey map before and after implementing changes is essential.

6. Make the customer journey map accessible to cross-functional teams.

Customer journey maps aren't very valuable in a silo. However, creating a journey map is a convenient way for cross-functional teams to provide feedback.

Afterward, make a copy of the map accessible to each team, so they always keep the customer top of mind.

Breaking down the customer journey, phase by phase, aligning each step with a goal, and restructuring your touchpoints accordingly are essential steps for maximizing customer success .

Here are a few more benefits to gain from customer journey mapping.

1. You can refocus your company with an inbound perspective.

Rather than discovering customers through outbound marketing, you can have your customers find you with the help of inbound marketing.

Outbound marketing involves tactics targeted at generalized or uninterested audiences and seeks to interrupt the customers' daily lives. Outbound marketing is costly and inefficient. It annoys and deters customers and prospects.

Inbound marketing involves creating helpful content that customers are already looking for. You grab their attention first and focus on the sales later.

By mapping out the customer journey, you can understand what's interesting and helpful to your customers and what's turning them away.

2. You can create a new target customer base.

You need to understand the customer journey properly to understand your customers' demographics and psychographics.

It's a waste of time and money to repeatedly target too broad of an audience rather than people who are actually interested in your offering.

Researching the needs and pain points of your typical customers will give you a good picture of the kinds of people who are trying to achieve a goal with your company. Thus, you can hone your marketing to that specific audience.

3. You can implement proactive customer service.

A customer journey map is like a roadmap to the customer's experience.

It highlights moments where people experience delight and situations where they might face friction. Knowing this ahead of time allows you to plan your customer service strategy and intervene at ideal times.

Proactive customer service also makes your brand appear more reliable. For example, when I worked in customer support, we would anticipate a surge in tickets around the holidays. To be proactive, we'd send out a message to customers letting them know about our team's adjusted holiday hours. We would aalso tell them about additional support options if we were unavailable and what to do if an urgent problem needed immediate attention.

With expectations set, customers won't feel surprised if they're waiting on hold a little longer than usual. They'll even have alternative options to choose from — like a chatbot or knowledge base — if they need to find a faster solution.

4. You can improve your customer retention rate.

When you have a complete view of the customer journey, it's easier to pick out areas where you can improve it. When you do, customers experience fewer pain points, leading to fewer people leaving your brand for competitors.

After all, 33% of customers will consider switching brands after just one poor experience.

UX journey mapping can point out individuals on the path to churn. If you log the common behaviors of these customers, you can start to spot them before they leave your business.

While you might not save them all, it's worth the try. Increasing customer retention rates by just 5% can increase profits by 25%-95%.

5. You can create a customer-focused mentality throughout the company.

As your company grows, it can be tricky to coordinate all your departments to be as customer-focused as your customer service, support, and success teams are. That's because each department has varying goals, meaning they might not be prioritizing customer needs -- they might focusing on website traffic, leads, product signups, etc.

One way to overcome this data silo is to share a clear customer journey map with your entire organization. The great thing about these maps is that they map out every single step of the customer journey, from initial attraction to post-purchase support. And, yes, this concerns marketing, sales, and service. 

For more examples of customer journey maps, read on to the next section for a few templates you can use as a baseline for your company's map. 

Customer Journey Mapping Examples

To help guide your business in its direction, here are examples to draw inspiration from for building out your customer journey map.

1. HubSpot's Customer Journey Map Templates

HubSpot's free Customer Journey Map Templates provide an outline for companies to understand their customers' experiences.

The offer includes the following:

  • Current State Template
  • Lead Nurturing Mapping Template
  • A Day in the Customer's Life Template
  • Customer Churn Mapping Template
  • Customer Support Blueprint Template

Each of these templates helps organizations gain new insights into their customer base and help make improvements to product, marketing, and customer support processes.

Download them today to start working on your customer journey map.

free editable customer journey map template

2. B2B Customer Journey Map Example

This customer journey map clearly outlines the five steps Dapper Apps believes customers go through when interacting with them.

As you can see, it goes beyond the actual purchasing phase by incorporating initial research and post-purchase needs.

B2B customer journey map example

This map is effective because it helps employees get into the customers' minds by understanding the typical questions they have and the emotions they're feeling.

There are incremental action steps that Dapper Apps can take in response to these questions and feelings that will help it solve all the current problems customers are having.

3. Ecommerce Customer Journey Map Example

This fictitious customer journey map is a clear example of a day-in-the-life map.

Rather than just focusing on the actions and emotions involved in the customer's interaction with the company, this map outlines all the actions and emotions the customer experiences on a typical day.

ecommerce customer journey map example

This map is helpful because it measures a customer's state of mind based on the level of freedom they get from certain stimuli.

This is helpful for a company that wants to understand what its target customers are stressed about and what problems may need solving.

4. Future B2C Customer Journey Map Example

This customer journey map, designed for Carnegie Mellon University, exemplifies the usefulness of a future state customer journey map. It outlines the thoughts, feelings, and actions the university wants its students to have.

future BTC customer journey map

Based on these goals, CMU chose specific proposed changes for each phase and even wrote out example scenarios for each phase.

This clear diagram can visualize the company vision and help any department understand where they will fit into building a better user experience.

5. Retail Customer Journey Map Example

This customer journey map shows an in-depth customer journey map of a customer interacting with a fictitious restaurant.

It's clear that this style of map is more comprehensive than the others. It includes the front-of-stage (direct) and back-of-stage (non-direct or invisible) interactions a customer has with the company, as well as the support processes.

customer journey map example for retail

This map lays out every action involved in the customer experience, including those of the customer, employees directly serving diners, and employees working behind the scenes.

By analyzing how each of these factors influences the customer journey, a company can find the root cause of mishaps and problem-solve this for the future.

To get your business from point A — deciding to focus on customer journeys — to point B — having a journey map — a critical step to the process is selecting which customer mindset your business will focus on.

This mindset will determine which of the following templates you'll use.

1. Current State Template

If you're using this template for a B2B product, the phases may reflect the search, awareness, consideration of options, purchasing decision, and post-purchase support processes.

For instance, in our Dapper Apps example, its phases were research, comparison, workshop, quote, and sign-off.

current state customer journey map template

2. Day in the Life Template

Since this template reflects all the thoughts, feelings, actions, needs, and pain points a customer has in their entire daily routine — whether or not that includes your company — you'll want to map out this template in a chronological structure.

This way, you can highlight the times of day at which you can offer the best support.

Get an interactive day in the life template.

day-in-the-life

3. Future State Template

Similar to the current state template, these phases may also reflect the predicted or desired search, awareness, consideration of options, purchasing decision, and post-purchase support processes.

Since this takes place in the future, you can tailor these phases based on what you'd like the customer journey to look like rather than what it currently looks like.

Get an interactive future state template.

Customer journey map template future state

4. Service Blueprint Template

Since this template is more in-depth, it doesn't follow certain phases in the customer journey.

Instead, it's based on physical evidence — the tangible factors that can create impressions about the quality and prices of the service — that often come in sets of multiple people, places, or objects at a time.

For instance, with our fictitious restaurant example above, the physical evidence includes all the staff, tables, decorations, cutlery, menus, food, and anything else a customer comes into contact with.

You would then list the appropriate customer actions and employee interactions to correspond with each physical evidence.

For example, when the physical evidence is plates, cutlery, napkins, and pans, the customer gives their order, the front-of-stage employee (waiter) takes the order, the back-of-stage employee (receptionist) processes the order, and the support processes (chefs) prepare the food.

Get an interactive service blueprint template.

Customer journey map template service

5. Buyer's Journey Template

You can also use the classic buyer's journey — awareness, consideration, and decision — to design your customer journey map.

Get an interactive buyer's journey template.

Customer journey map template buyer

Charter the Path to Customer Success

Once you fully understand your customer's experience with your business, you can delight them at every stage of their buying journey. Remember, many factors can affect this journey, including customer pain points, emotions, and your company's touchpoints and processes.

A customer journey map is the most effective way to visualize this information, whether you're optimizing the customer experience or exploring a new business opportunity to serve a customer's unrecognized needs.

Use the free templates in this article to start mapping the future of customer success at your business.

Editor's note: This post was originally published in August, 2018 and has been updated for comprehensiveness.

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