Case Study: How a gig economy company used EduMe to reduce churn & improve quality

According to Forbes, 50% of U.S. workers will be freelancers by 2020. Why? Individuals enjoy the flexibility and increased choice of opportunities. And businesses benefit from lower costs and a wider pool of talent. But high churn rates and a decline in quality can quickly erode these benefits.

So, how do companies ensure that their flexible workforce is motivated, engaged, and equipped with the necessary skills? Read on to find out how Mercadoni - an on-demand delivery company - reduced churn by 60% by delivering relevant, concise training straight to their smartphones.

Intro to Mercadoni

Need groceries, but don’t want to waste time getting to the shops, and even more time queuing once you’re there?

Mercadoni is solving this problem for people across Latin America through their online delivery service. Customers can choose from a variety of supermarkets, local grocery stores and pharmacies, and can mix items from multiple stores into one order. And the best bit? Your stuff will arrive in under an hour, or in your chosen scheduled slot. Having raised over $17m in funding, Mercadoni has quickly become a force to be reckoned with.

How do they do that?

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To make the magic happen, Mercadoni has a network of over 800 shoppers who are responsible for collecting orders from the shops, and then safely delivering them to customers.

The shoppers need to know the Mercadoni app inside out, as well as how to select items, choose appropriate replacements, and how to interact with customers in a polite, professional manner.

Where does EduMe come in?

In order to maintain consistently high levels of customer service, Mercadoni scores shoppers from 1-10. Previously, managers ran in-person training workshops for shoppers with low scores, and if not possible for them to attend due to distance and/or traffic, they would make individual phone calls to explain what needed to be improved.

Needless to say, this was time consuming and not scalable. So Mercadoni started to use EduMe to deliver concise, focused training to shoppers with low scores.

What were the results?

Mercadoni used EduMe’s open APIs to link reporting data to their system, enabling them to track results easily.

  • Lower churn: A shopper is considered to have churned if they do not complete any new orders. Mercadoni found that churn was only 5% amongst the shoppers who did the EduMe training, compared to 12.5% amongst shoppers who did not. This reduction in the need for recruiting represents a large saving in time and money for the organisation.

  • Improved quality: 40% of shoppers who completed the EduMe training improved their score by at least 1 point. Only 15% of shoppers who didn’t access the EduMe platform had an increase in score.

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Why? The shoppers told Mercadoni that they felt supported by having EduMe at their fingertips. This feeling is vital, yet hard to achieve in a modern gig economy company with a highly dispersed workforce. Shoppers also greatly appreciated the convenience of not having to travel through crowded cities to the office - much like the convenience of the Mercadoni service itself! And they’re able to fit training into their schedules, for example, while waiting at a checkout queue in a supermarket.

What’s next?

Having seen the great results and the overwhelmingly positive feedback from shoppers, Mercadoni is planning to extend their use of EduMe to include the following:

  • Onboard new shoppers

  • Provide continuous learning opportunities, such as refresher courses or courses on new features in the Mercadoni app

  • Deliver training to the live operations team who support the shoppers and enable them to deliver excellent customer service

  • Roll out to new markets across their geographical footprint

What does Mercadoni have to say?

We’ve been iterating through different channels and strategies to teach and share insights with our shoppers for a while now. We found Edume and micro-learning to be the right tool and strategy to effectively enable our network to learn and improve on their own terms. It’s been a great journey so far.

Ana Isabel Echeverry, Senior Recruiter at Mercadoni


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