AN UBER UBER EXPERIENCE

After you’ve been in the customer service software industry – you know it is all about the customer experience. Customer eXperiance (CX), baby!

I love disruptive business models, and there is no more disruptive move going on right now than what Uber is doing to taxi and limousine service models around the world. It puts the passenger in direct contact with the driver via a richly innovative mobile application. The disruption is personified by the institutions now taking a stand against Uber: cab & limo companies, municipalities that earn licensing revenue and insurance companies. I took one cab in Boston this week: when I uttered the word Uber, the cabbie went off in his great Boston accent and recited a long list of Uber’s uber sins.

But if you like knowing how long it will take to get picked up, where the car actually is on a map, know what type of “clean” car your driver will be driving, what your driver’s name is, a picture of him or her, how all that drivers passengers rated them in the past, no tips, automatic payment – then Uber can be a superior service to a cab or limo.

My ride from the Detroit airport to home Thursday was great. Sameerah was my Uber driver. She was an intelligent, high energy young woman who was passionate about her many jobs - Uber being one of them. She is using Uber to pay off a student loan and to save up for her Masters in Education and she does consulting work in Detroit Schools. We both share a passion for Detroit, and we had a great conversation.

I got out of the car and wished Sameerah a great day! She pulled away, as I tried to get in the house I realized it was locked. No key in the magic key hiding spot (Under the rock, no one ever hides keys there!), no one home. Time to call my wife, whoops, no phone!!! I left my phone in the Uber car and had no way to reach the Uber driver. After a cold walk to the local business district from my house, (6 miles up hill in the snow – not really, but makes for a better story) I logged into my computer at the coffee shop trying skype, e-mail, contacting her anyway I could — to no avail. Eventually I reached my wife, she picked me up and we drove home. As I was sitting down at the computer to resume my search for the phone, there was a knock at the door - it was Sameerah with her warm smile, “Mr. McBrien, did you leave this in my car?!!”

It is those experiences, those examples of going the extra mile, which really make an impact on how we think about the brands we do business with. Sure – the Uber technology is great, but it is the people who “Drive” home the experience (Pun intended). What’s interesting is that Sameerah doesn’t actually “work” for Uber, she is an independent contractor who represents Uber. But her attitude, good will, and enthusiasm all reflect well on the Uber brand.

And Sameerah is not totally unique. Part of the Uber driver experience is characterized by independence: the freedom to choose when to work, being judged only by your riders, using and taking pride in your own car - all of which attract a certain type of individual. I’ve enjoyed all the authentic stories about why they are driving and how the Uber opportunity enables them to follow their dreams. And it all adds up to a fresh and inspiring customer experience for us, the Uber passengers.

Thanks again, Sameerah!

Mike