Uber, Please Take a Closer Look at Your Customer Journey!

It is rare – shocking even – to have a good experience as a customer, isn’t it? I’ve been using Customer Journey Mapping strategies for over 20 years in many different industries and it works every time. It can produce millions of dollars in revenue growth and over 5,000% greater customer engagement. You’d think everyone would be doing it! But very few companies take a close look at what their customers are experiencing when they encounter their product or service.

This week, I attended an event with thousands of attendees. The bathrooms are swarming with traffic and no one can figure out how to use the sensor-activated soap dispensers, faucets, or paper towel dispensers. I’ve been at this event all week and every time I visit the restroom, people are complaining about this.

How is it possible that these devices could be invented, designed, produced, distributed, purchased, and installed without anyone testing how well they work? I’m sure everyone would prefer the old-fashioned faucets and dispensers. Heads should roll over this, right?

Certainly, companies that are built on the latest technologies would take the time to test the experiences their customers have, right? Not necessarily. Take Uber for example. Don’t get me wrong, I love Uber and have no plans to ever use a taxi again. But they have neglected to address a fundamental flaw in their app design and it drives me nuts every time I use it.

When an Uber driver is assigned to pick you up, you see a photo of the driver on the main screen (a smiley face has been placed over the image of the driver from this ride for his privacy). Why does Uber show you a photo of their driver? You can’t see into the cars as they are coming down the road. You need a photo of the vehicle, not the driver!

uber1Yes, the app does tell you what the make and model of their car is but I don’t know what a Subaru Legacy is. And what is a Volkswagen Passat? Is it a minivan? An SUV? A hatchback? Is it red, blue, orange?

I consider myself a car guy but I don’t think I’m the only Uber customer who can’t recognize all makes and models of cars.

This morning, there was another Uber customer waiting for his ride at the same time I was waiting for mine. Neither of us knew which car was ours because of this problem.

Yes, I know that if you click through to the “En Route” page in the app, you can see a stock photo (not an actual photo though) of the car. But that photo is tiny and it is hidden behind the image of the driver. It is so small, you can’t see what it looks like and you can’t make out the color.

uber2Just like the example of the sensor-operated faucets, how is it possible that no one at Uber has identified and fixed this problem? How is it that no one @Uber has used the app themselves enough to notice this flaw?

They have the ability to upload a photo of their drivers for the app. Why not have the drivers upload an actual photo of their vehicle and put it on the home screen about 4 times larger than the driver’s image is currently?

Customer Journey Mapping has been around a while. It has proven to be an absurdly successful strategy. Why isn’t everyone doing it? There are a number of reasons but I hope that this post along with my other posts in the Journey Mapping Works blog will encourage more people and companies to implement Journey Mapping in everything they do.

It works – it works fast, it works incredibly well, and it works every time. Start improving your customer experiences today.

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