Client
A leading ride-hailing and super-app platform operating across the Middle East, North Africa, and South Asia, Careem
This case study covers lifecycle, CRM segmentation and growth work with Careem, a leading ride-hailing and super-app platform across the Middle East, North Africa and South Asia. The work aligned the product journey with lifecycle communication, used behavioural product data to inform CRM segmentation and connected product metrics to marketing outcomes.
- Client: Careem
- Regions: Middle East, North Africa, South Asia
- Focus: lifecycle, CRM segmentation, reporting
The Situation
Operating inside one of the region’s fastest-growing consumer technology companies, the challenge was the complexity that comes with hypergrowth: marketing systems built for a smaller business trying to serve a much larger one, product and marketing working in silos, and customer lifecycle management that had not kept pace with the scale of the user base.
What changed between product and marketing?
- Systems built for a smaller businessserving a much larger one
- Product and marketingworking in silos
- Lifecycle managementbehind the scale of the user base
- Aligned journeysproduct and CRM tell the same story
- Behavioural segmentationtrip frequency, service usage, geography
- Product and lifecycle as one systemone story across the journey
- Growth initiativesacquisition, activation, retention
- Connected reportingproduct metrics to marketing outcomes
Summary: hypergrowth leaves marketing systems behind. Aligning product and lifecycle work, and segmenting on how people actually use the product, keeps CRM in step with the business.
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What We Built
- Worked at the intersection of product and marketing to align user experience with lifecycle communication: ensuring the product journey and CRM journey told the same story
- Contributed to growth initiatives targeting acquisition, activation, and retention across multiple markets
- Informed CRM segmentation strategy from behavioural product data: trip frequency, service usage, and geographic patterns
- Built reporting frameworks connecting product metrics to marketing outcomes
The Results
Which services apply this experience?
Frequently asked questions
What work did Digital FRK’s team do with Careem?
Work at the intersection of product and marketing: aligning the product journey with lifecycle communication, contributing to growth initiatives across acquisition, activation and retention in multiple markets, informing CRM segmentation from behavioural product data, and building reporting frameworks that connect product metrics to marketing outcomes.
Why align the product journey with the CRM journey?
So both tell the same story. In this work, CRM segmentation was informed by behavioural product data such as trip frequency, service usage and geographic patterns, rather than by marketing data alone.
Does Digital FRK only work with large companies?
No. We work with growth-stage brands. Experience inside a regional super-app helps us design CRM and lifecycle systems that keep pace as a business scales.
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