Driving customer engagement at Cyclescheme
Helping cyclescheme stay ahead of the competition
Who are Cyclescheme?
Cyclescheme are the market leaders in providing the Cycle to Work program that was established by the UK government’s Green Commute Initiative. When employers sign up for the program, their employees are able to purchase a bicycle out of their pre-tax earnings, saving between 25-39% on the cost of a bike. The employer reimburses the employee for the bike, then is repaid by the employee in monthly instalments. The company receives a discount on their Employers’ National Insurance, so everyone benefits.
The challenges
Cyclescheme have led the market since the inception of the Green Commute Initiative nearly 20 years ago, but there were challenger brands snapping at their heels and they wanted to ensure they retained their market share. In particular, they wanted to address the attrition rates between the stages of signing up new employers to Cyclescheme:
The employer going onto the website and requesting a brochure
The employer signing up to participate in Cyclescheme
The employer promoting Cyclescheme to their staff, resulting in staff enrolling and buying bikes
Our solution
We commenced a pilot project to engage employers in the various stages of this sign-up cycle with customer support calls. The premise of each call was to establish if the company had everything they needed and to offer further support. In the process of so doing, we collected anecdotal information about the customer experience and user journey. To make that possible, our team were first fully trained on Cyclescheme, essentially undergoing induction as if we were Cyclescheme customer support agents.
Over the first three months, we spoke with hundreds of employers who had requested brochures and hundreds more who had registered for the scheme but not transacted.
In order to capture, analyse and report on our findings, we developed a bespoke relationship management application in our Quick Base system.
The results
We were able to provide our client with insights on employers’ customer experiences and user journeys, suggest some quick wins and highlight some other areas which warranted attention. We made recommendations for an onboarding process for newly-registered employers and we are proud to say, two years later, that process is still in use. Having fine-tuned the process, we worked with Cyclescheme to train their internal team to adopt it and gave them access to our bespoke Quick Base application so they could fully incorporate it.
The ratio of registered employers to transacting employers increased 30% as a result of the implementation of our recommendations.