1. Hector Camacho Mario Carbonaro Ruonan Liu Tom McCabe Maggie
Thompson
2. Customer satisfaction and retention with users
3. 10 questions for each segment Generic Questions 5 Values
Demographics and Lifestyles
4. 25 per person College Students Co-workers Young
professionals Ages 20-60
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. Students Young Professionals 17-27 Spend $50-200 or $200-400
each month Tech Savvy
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. Uber More Convenient More Stressful Less Stressful Less
Convenient Bike Public Transportation Private Car Taxi
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. 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. 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. 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. Uber should have a loyalty rewards program to encourage
customer retention