As a frequent user of Uber, I have been impressed with their gathering of customer feedback. What I find most admirable about the Uber rating system is the simplicity of the survey, riders seeing how their feedback is used, and mutual evaluations.
Uber recognizes that the best customer experiences require respectful interaction between both the customer and the driver. Specifically, Uber states, “Candid, constructive and respectful feedback is beneficial for everyone. Providing a rating fosters mutual respect between drivers and riders. This strengthens our community and helps everyone get the most from Uber.”
Partners Rather Than Vendors
Relationships with customers shouldn’t be one sided. Strategic organizations realize that some customers are more valuable than others. However, within high customer volume categories, the ability to identify good customers can be difficult. Uber uses their feedback system to ensure that the trip is a good experience for both riders and drivers. Fortunately, most rides receive positive reviews. For example, in San Francisco only 1% of trips have a low rating of 1 or 2 given to a rider or a driver. Partner drivers have been deactivated for consistently poor ratings and likewise riders have been given a temporary cooling off period or barred from using the app for inappropriate or unsafe behavior.
Eliminating the rare, difficult client is important for employee morale, preventing cost overruns and maintaining the positive momentum of the organization. However, rating customers should go beyond eliminating the rare difficult customer. Focusing on customers who are passionate about your business can offer greater insight into how your products and services are put to use.
How Would You Rate Your Customers?
Many organizations stratify their customers through loyalty programs, revenue tiers or service level arrangements. Customer relationships are most valuable when the customer views the company as a partner and not just a supplier or vendor. In a B2B setting, there are a few questions to ask beyond revenue levels to help determine whether the customer views you as just a vendor or as a preferred partner:
- Do you deliver on your brand promise? Have any products or services been late or had quality issues?
- How frequent is contact with the key decision makers?
- Do you discuss opportunities for innovation and future strategic planning?
Opportunity is greatest among those customers who view you as a preferred partner. Once identified, how will you harness the power of that partnership? As a partner, these clients can help influence new opportunities for growth and give you transparency regarding the stability of your business. The investment you make in these preferred partners should be more than a typical customer as your organization prioritizes resources and time to these accounts.
Many organizations utilize Customer Advisory Boards to engage with preferred partner customers. Customer Advisory Boards can be invaluable for shaping the direction of growth, anticipating client needs and helping prioritize new product development. Customers who participate in these meetings are typically committed to the organization’s success and know that the organization’s growth ultimately benefits their organization as well. In addition, they get the benefit of networking with other businesses using similar products and services to gain ideas and inspiration for solving common challenges.
Here’s how to see your Uber Passenger Rating:
- Visit the settings on your Uber app and tap “Help.”
- Scroll down to ‘Account and Payment”. Within that menu, select “Account Settings & Ratings.”
- Select “I’d like to know my rating.”
- Hit ‘Submit.’
My rating is currently 4.8. Of course, now I’d like some benchmarks…