Don't Get Ubered: Focus On The Customer Experience Instead Of On Your Internal Operations
By Billy Marshall, CEO of ServiceTrade and author of The Digital Wrap
Ubered – verb – to kick the crap out of something using a computer. To beat someone in any game without them barely having a chance at winning.
— from the online Urban Dictionary
If you were to eavesdrop on a management meeting at a taxi company back in 2010, you probably would have overheard a series of questions about improving operating efficiency:
- “How can we increase profits relative to each driver payroll hour?”
- “How can we have less idle time and spend less on fuel?”
- “How can we have fewer dispatchers for each fare revenue dollar?”
- “Should we be investing in electric or hybrid vehicles to lower fuel expense?”
- “What can we do to lower the cost of vehicle maintenance and repairs?”
Meanwhile, the folks at Uber in San Francisco were asking these questions instead:
- “How can we create the absolute best customer experience for a taxi ride?”
- “What hassles can we eliminate using technology in order to create an amazing and highly differentiated service?”
- “How can we use this new technology experience to attract customers that we keep forever?”
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