1. 1. Hector Camacho Mario Carbonaro Ruonan Liu Tom McCabe Maggie Thompson
2. 2. Customer satisfaction and retention with users
3. 3. 10 questions for each segment Generic Questions 5 Values Demographics and Lifestyles
4. 4. 25 per person College Students Co-workers Young professionals Ages 20-60
5. 5. Functional: Convenience Social: Trend, Individuals, Groups of friends Emotional: Excitement, Sense of control Conditional: Promotions (Free Rides), Severe weather conditions, Holidays Epistemic: Price, Requesting a driver from the touch of a smartphone
6. 6. Students Young Professionals 17-27 Spend $50-200 or $200-400 each month Tech Savvy
7. 7. Product Attributes Reliable drivers Affordable prices Values the customers comfort Easy to use Competition -Direct Lyft Taxis -Indirect Public transportation Private Car Bike
8. 8. Uber More Convenient More Stressful Less Stressful Less Convenient Bike Public Transportation Private Car Taxi
9. 9. Product: Innovative Connects technology and a ride sharing service together for a new method of transportation Promotion: Push Advertise at events, send emails, offer free rides to new customers and to those who recommend friends Pricing: PenetrationNew Uber customers get free rides, up to $30 Place: Intensive North America, South America, Europe, Middle East, Africa, and Asia
10. 10. Uber costumers will receive a 2% discount on future rides after completing driver rating on previous rides -UBER drivers with higher ratings will receive better commission PROS: Drivers will have more ratings Customers will receive a promotion for future rides Customers will feel like their opinions matter CONS: Uber would lose money by giving customers a 2% discount Customers would have high expectations for the drivers Uber would spend more money on its drivers by giving the higher rated drivers better commission
11. 11. Active customer service call center included on Uber app for users to report problems PROS: The customers needs are coming first The customers can easily contact Uber directly if they have any questions or problems Customers know that Uber truly cares about them CONS: Uber would need to hire multiple employees to answer the phone calls Uber would need to pay more employees Even if there is a better support system, customers still may not report any problems
12. 12. Create a loyalty rewards program to encourage customer retention with levels of user classification 1) Standard- 1st ride free (up to $30) 2) Silver- Every 10 rides or $150 spent with Uber, customers will receive one free ride (up to $35) 3) Platinum- Every 15 rides or $225 spent with Uber, customers will receive one free ride in the luxurious Black Car (up to $50) PROS: Incentive for customers to request more rides Customers will feel special A fun way to thank customers for using Uber CONS: Giving free rides away The app would need to keep track of all of the rides the customers have taken The drivers would still need to be paid even for the free rides given
13. 13. Uber should have a loyalty rewards program to encourage customer retention