90% of a customer’s purchasing decision is emotional – so you can’t just think of them as a transactional unit, but as heroes on their own unique journey with your brand. That’s the kind of thinking that helped Yi Ming Kau, former MD of GrabRentals at Grab, SEA’s leading super app that started out as a ride hailing platform, lead Grab to become one of the largest automotive fleets in Singapore, which grew 10x in 1.5 years. He shares his 5-stage process of a customer journey that won’t just land you a one-time sale, but have your customers coming back for more.
Yi Ming Kau
Former Head, Grab Rentals