Stop Listening to the Customer by Adam Ferrier & Jen Flemming

Author:Adam Ferrier & Jen Flemming [Ferrier, Adam & Flemming, Jen]
Language: eng
Format: epub
ISBN: 9780730370611
Publisher: Wiley
Published: 2019-11-26T00:00:00+00:00

Taxi please

According to Uber, ‘On a snowy evening in Paris, Travis Kalanick and Garrett Camp can't get a cab — the idea for Uber is born'. As they wait in the cold, they wish there was an app that could order a chauffeur-driven car to pick them up. Fast forward not too many years later and Uber is ubiquitous. It married two categories — the accessible taxi and the high-end chauffeur. The idea didn't come from studying the behaviour of consumers. It happened because someone had the great idea of merging the convenience of taxis with the luxury of private hire cars. By securing the category and owning it, Uber could then focus on the customer experience.

It has clearly created the category of ride sharing. In many markets they are (or were) operating as a monopoly, so any customer insights were now not generic, but actually aimed at helping to build the Uber brand. Uber found several pain points for consumers and removed them such as booking the car (via the app), wondering if it will arrive (via driver ratings), wondering when it will arrive (via watching the car come to your home), wondering if it's your car (via number plate and colour matching), ensuring the driver knows where you're going (plugging in details before you get in the car), paying at the destination (via paying over the app). These are small yet significant changes that make it easier for the consumer to do their thing. However, Uber is now in a world of pain. A New York Times article, ‘How Uber Got Lost', describes how pushback against the exploitation of drivers, an inability to invest back into the company and negative corporate reputation are contributing to a company that is yet to make a profit.1 And at this stage, it looks like it never will.

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