LEARN VIA BUSINESS CASE:
THE GROWTH-HACKING STORY
How Uber deliver an excellent customer experience?
Product experience is what the consumer remembers about the product
through the various stages of interaction with it (purchase, first use, current
use, abandonment, etc.).
How Uber deliver an excellent customer experience?
1 — Functional experience
The question that any product must answer is: what is the basic functional
human need the product is intended to meet? Is it a need for transport, for
accommodation, for knowledge or something else?
2 — Sensual experience
Nobody loves unattractive cars irrespective of the speed they can
achieve. Beauty is a matter of taste, but things must be pleasant to see and
hear. Some even believe that a smell can evoke an experience (aromatherapy
in hotels, spas or restaurants is a good example).
3 — Emotional experience
What emotional response does your product evoke in its user?
A sense of power, well-being, belonging, attachment, aversion, pleasure or
pride?
Compare Uber’s customer experience to Yellow Cab
TAXI UBER
The client must hail the taxi from the One click on your smartphone and the car is on its way.
roadside (if he sees one, the driver may You immediately receive notification of the arrival time, a
1
not see him, or the driver may not wish picture of your driver, his car and the reviews that other
to stop). travellers have given him.
Your driver arrives exactly where his GPS told him you
A car finally stops (no guarantee as to
would be.
2 the condition and cleanliness of the
The car is clean, and the driver does his best to offer you a
vehicle).
pleasant welcome.
At the end of the journey, you pay the Upon arrival, the driver will thank you. Your credit card is
charge shown on a meter. charged automatically, and at a reasonable price for the
3 You don't know in advance what price trip.
you'll pay. Important note: you knew in advance to within 1 or 2
euros the price you were going to pay.
There is no way to give feedback. When you leave the vehicle, the driver evaluates you, and
If, however, you want to phone the taxi you evaluate him in turn.
company to share your experience In this way, the best customers travel with the best
4
there is a slim chance that it will take drivers.
some action. The data gathered are also used to monitor the overall
quality level.
LÊ ĐÌNH HIẾU | [email protected]
Fundamental principles of great Customer Experience
1 — Remove the irritations
No more need to stand waving on the pavement, no more long waits, lower
charges and clearer pricing, and an end to grumpy drivers.
2 — Offer transparency
“Your Uber driver is called Julien. He is driving a C-Class Mercedes and will
arrive in 2 minutes.” The technology to keep customers informed in real time
exists and should be made use of whenever possible.
3 — Use customer feedback as though it were currency
“How would you evaluate your experience with your Uber driver? Why?”
Give customers and employees alike the chance to be heard and make good
use of the feedback.
4 — Establish strong relationships with people
“Thank you for the journey, see you again soon!”
Customers are human beings, and the companies that serve them are made up
of human beings too.
LÊ ĐÌNH HIẾU |
[email protected] HOW UBER ASK FOR
THEIR CUSTOMER’S FEEDBACK
How Uber Ask For Customer Feedback
How Uber Ask For Customer Feedback
How Uber Ask For Customer Feedback
How Uber Ask For Customer Feedback
How Uber Ask For Customer Feedback
