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In December, Lime continued to hold the top spot in App Store user ratings (4.88/5), among all micromobility companies. Bird and Voi hold the second and third spot with 4.84 and 4.83 respectively.
Micromobility Industry average App Store rating: 4.80/5
In the newly opened UK market, Voi and Lime are the top rated (4.9/5) followed by Tier (4.8/5).
The total number of app store reviews were down by 34% compared to November numbers. Neuron Mobility saw the biggest growth in activity (34%) while LIME dropped by 60%
Overall five operators, Lime, Bird, Spin, Grin, and Voi, accounted for more than 90% of all international app store reviews last month. Lime had the highest number of ratings (56.5%).
Lime was also the most-reviewed app in several key markets, including the US, Italy and Germany. Voi saw the highest review activity in UK, with a massive lead of 75.8% compared to Lime’s 17.5%. In France, Dott saw the highest activity (35.7%) followed by Lime (28.6%).
December was not a great month for Micromobility sharing companies due to the expected Winter lows and the extended strict lockdowns across the globe. Total number of reviews of Beam and Neuron Mobility were up 235% and 107%, compared to their January baselines. Lime closed December 70% below January 2020 benchmark. Grin’s app store reviews are still down by 99%, ending last in the list followed by SPIN (-77%). Grin will continue to stay at these levels until there is significant improvement in the current COVID19 situation in South America.
Net Promoter Score
Net Promoter Score (NPS) is a scoring system for quantifying customer loyalty. Companies generally calculate NPS by asking customers to rate their level of satisfaction on a scale of 0 to 10.
In a similar manner, App Stores ask their users to rate their level of satisfaction on a scale of 1 to 5.
Typically, on a 0 to 10, those who respond 9 or 10 are considered “promoters,” or enthusiasts who will keep buying and refer others; those who respond 7-8 are considered “passives,” customers who are satisfied but not overly enthusiastic; and those who respond 6 or less are considered “detractors,” or unhappy customers who could hurt the brand through negative reviews.
To calculate NPS for the scooter apps, I applied the following method, trying to replicate the classic scoring system.
- Promoters (5)
- Passives (4)
- Detractors (1-3)
Click here to read more on the methodology.
In December, Lime continued to retain the top spot with a NPS score of 91.66, followed by Bird (89.98). Asia based Beam moved past Voi to take the third spot (88.08).
Although Lime ranked the best globally, in some key European markets, local players scored higher in customer experience. In some of the largest markets in Europe like Germany and France and Italy, Voi had a higher NPS than Lime. On the contrary, in Sweden, both Bird and Lime scored higher than their European rivals. Lime led in the U.S (94), Spain (88), Portugal (90), New Zealand (92), South Korea (87) as well as Australia (93). Both in Australia, South Korea and New Zealand, smaller rival Beam is closing in on Lime with an NPS score of 92, 84 and 91 respectively. In UK, Lime took the top spot (93), followed by Voi (91).
Micromobility Industry average App Store based NPS Score: 88.7
User Reported Issues
Going through all user-reported issues from 150+ app stores, most comments from May fall into the following categories:
- App Issue
- Scooter Issue
- Unable to Start Ride
- Unable to End Ride
- Customer Support
App Issue – 46%: Similar to the previous months, issues with the apps were the most reported in December. Users reported trouble with signup, payment setup and Driver’s License among other things. Here are some of illustrative or interesting user comments:
Users haven’t still got used to the dark theme launched by Lime
It is often impossible to use the map function on this app in London because the screen is full of boxes trying to get you to buy a pass and the screen is permanently in some sort of dark mode. I also note that a previous review I posted that made fair and constructive criticism of this app in moderate terms has somehow magically disappeared.
GRIN users have “Unknown Error” thrown when using the app
"unknown error occurred" always. (Lima, Peru)
Voi app users reported that they couldn’t use the app as the App did not detect an active internet connection.
Every time i open the app it says "no internet connection" even do I am on wi-fi or my phones mobile network. That's annoying when I wanna use a scooter.
As Driver’s License verification is becoming a norm, users reported issues with Verification. These DL verification services normally don’t work well on Paper based licenses and licenses issued form some countries.
Verification process is buggy. Went round and round in circles trying to verify my driving licence. I'm now not able to anything just says 'verification stays - unable to verify' and no answer on their support phone number, just says busy and hangs up on you. Total waste of time, I'd steer clear.
Wind Helmet system seems to have a malfunction, where a returned helmet was not detected by the scooter resulting in additional charges
AVOID! AVOID! SCAM! App doesn't work properly. CHARGED FOR RETURNING HELMET. Also like others I was charged my for not returning the helmet when I did return it. The app checks the helmet is there then automatically charged me without any warnings to return (if one was inclined not to return helmets) I have photos showing this. Called the customer service and an agent hung up on me.
Scooter Issue – 20%: The percentage of hardware problems reported by users increased slightly from 19% in November to 20% in December.
A Lime user reported issues with brakes resulting in a crash
Most lime scooters come with brakes that are not up to par. I definitely crashed. No Bueno 😤
What can operators do if a user unlocked a defective scooter? A good way to address this issues it to combine time and mileage data to decide on charging the user or not.
What are you waiting for to add a simple option that if the scooter is broken, without 60 sec. you can re-lock without being charged? Same things when you run out of battery, you should be able to switch from one scooter to another. So simple to do! Now we have to write messages to the support team and wait for their long reply.
Overcharging – 17%: Overcharging by operators was the second most commonly reported issue in December.
Lime hasn’t solved the recurring issues with their different Passes reported in the last few months
One of the worst services provided. I took a monthly pass and even after that they kept deducting money from my account for every ride, even after sending multiple mails I haven't gotten my refund. The customer service is pathetic. If you are in europe then it's better to go for TIER as they have better service as well as better scooter. TIER has the same monthly pass but it doesn't cheat you of your hard earned money. I would've loved to give negative or zero stars for lime. Never go for lime.
BIRD users reported multiple cases of overcharging than normal
It was fun riding but for whatever the reason be I was charged twice for my scooter ride while everyone else was only charged once. So while they all ended up spending $20, I ended up paying $40. And it just wasnt worth $40. Maybe it was something on my end that I did wrong because this was my first time riding but I will not be doing so again because I can't risk being charged twice again. Not even sure if there's away to get half my money back.
Customer Support, Cost – 9%: Less people found the service expensive in December compared to previous months. There were also low number of reports on Customer Support issues. Here are some of the comments:
This service has really changed. Where the cost used to be feasible, its now ridiculous. Even with a lime pass, its become more expensive than using uber. I don't comprehend why you have become so expensive but I can no longer justify using your overpriced service.
Terrible customer service. They have no interest in guiding a customer through any technical issues. I had a subscription every month but then app would not allow me to activate a scooter but would still charge my subscription. Nobody was willing to help and they all just wanted to get me of the phone as quickly as possible. I used their scooters at least twice per day but unfortunately I have had to switch company's. Terrible terrible customer service!!!
Unable Start/End Ride – 8%: Issues with Unlocking and Locking vehicles reduced drastically over the last few months, indicating maturity in tech involved.
The old Uber Jump bikes are very fun to use but this business is super dodgy and to be avoided. They are not transparent for how much money they are taking from you - watch your bank account with great caution after using. Just now the ride I was on wouldn't end on the app & just continued charging for 15mins extra. There is no easy way to report this or get in contact with anyone to help you. I have heard such bad things about Lime, I'm nt surprised if I get no reply. Avoid, you will get burned
Other Reported issues:
A SPIN user reported physical abuse by their staff
Scooters are great but the workers for spin are unbelievable. I went inside a restaurant and locked my scooter while still on my ride while coming out to get my scooter the workers in the white van physically pushed me out of the way while trying to get on my rented scooter. They literally pushed me. A female. And tried to state they had to take the scooter in and then wouldn't let me end my trip which caused me to wind up paying over 74.00 reached out to customer service never got a response
Some operators haven’t warned users in advance yet, that a Driver’s License verification is necessary to use the vehicles
The app requires you to have a driver's license and it doesn't say that anywhere. Literally walked 30 MINUTES to get to the spot where we could rent the bikes and we couldn't use them! BIG LET DOWN!
Note: Data gathered from 150+ Apple and Google app stores across the globe. If interested in more insights on the data collected, do send me a message!
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