Customer Experience Data Drives Key Decisions

August 27, 2015 Nick Begley

There have been countless articles and blog posts written about Uber since it was founded in 2009. The app-based ridesharing service has grown quickly – it now operates in 58 countries and 300 cities (as of May 2015).

When I think of Uber, the first word that comes to mind is disruption. Without a doubt, as a technology conduit that connects riders with drivers, Uber has completely disrupted the taxi industry around the world.

At a higher level, Uber has disrupted other industries by inspiring entrepreneurs to “Uberfy” legacy business models. The strict regulations and politics in the taxi industry have made the rise and success of Uber that much more impressive.

An August 2014 article deviated from the typical “technology disruption” storyline, suggesting Uber’s disruptive value proposition is more about economics (less costly), functionality (more convenient) and psychology (less risk + bragging rights for early adopters).

I’d like to add a fourth point, which resonates for me as an entertainment industry professional and consumer.

Bilateral accountability.

With Uber, the passenger rates the driver and the driver rates the passenger – both out of five stars. And the rating matters to both drivers and passengers.

According to an Uber newsroom post – cleverly titled “Feedback Is A Two-Way Street ” – action has been taken against both parties.

“Have partner drivers been deactivated for consistently poor ratings? You bet,” the post states.

“Have riders been given a temporary cooling off period or barred from using the app for inappropriate or unsafe behavior? Yes.”

Driver Ratings

Rating Grid for Uber Drivers

I love the idea that both parties are accountable.

Uber drivers have even more reason to provide amazing customer service.

Uber passengers are encouraged to actively participate in the full lifecycle of their riding experience – from ensuring their pin is dropped in the right place and getting quickly into the vehicle (time is money!) to treating the driver and their car with care and respect. With my rating of 4.6, which I got by emailing and including the email and phone number registered to my account, I am within the preferred 4.0 to 5.0 rating. (You can also get your rating via the web or in the Uber app.)

Pretty simple, right?

Wondering how this can be applied to your industry?

Consumers of live entertainment rate our events and share their feelings about the overall experience in many ways – via social media, surveys, emails and in-venue discussions with staff. This information should be tracked in customer profiles if you have an integrated, CRM-based e-commerce solution in place.

Rating customers and storing information in a single profile is equally simple with the right technology. Or, put another way, do you want to know if someone repeatedly causes trouble at your venue? This type of behavior can ruin the event-going experience for your other guests, who may then choose not to return.

Is a ban in order for these types of guests? And how will you ban them without a record of their troublesome activities?

At the same time, a proactive gesture to those sitting around the troublemaker could be your saving grace.

A complimentary beverage and in-person apology from a senior member of your customer service team at the next event may be in order. Or, perhaps a phone call to address the situation, solicit feedback and assure your guests you are addressing the situation.

Without a unified CRM strategy, it’s difficult to create useful customer profiles and address situations before they impact your bottom line.

If you would like to learn how your organization can implement bilateral accountability, drop me a line – I would love to chat! I would also love to hear from organizations that are effectively tracking the customer experience and how this data is driving key decisions.

The post Customer Experience Data Drives Key Decisions appeared first on AudienceView.

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