CUSTOMER RELATIONSHIP

MANAGEMENT

AnalysisAnalysis Of CRM
of UBER’s
Practices

SUBMITTED TO:
Prof. Pradeep Mazumdar

SUBMITTED BY:
Group 2 Section B2CD
Aditi Sharda- 202021022
Ankshuman Baruah- 202032039
Dikshant Bashambu- 202031009
Prakriti Awasthi- 202021008
Rohan Negi- 202031017
Yash Jhunjhunuwala - 202022051
Uber is a ride-hailing app, present in over 69 countries. It serves more than 93
million customers on a monthly basis. Some of the services offered by Uber are:
UberGo, Uber Premier, Uber Auto, Uber X, XL Rentals and so on. Its main
objective is to create new freight-booking solutions and provide a seamless
travel experience for its users.
Eighty percent are either moderately satisfied or extremely satisfied with their
Uber experience, whether driving or delivering, with 76 percent citing
flexibility and independence as the most important factors in their satisfaction
whether driving or delivering on Uber. As a result, clients are quite happy with
Uber and the services it delivers.

What Is CRM?
CRM software acts as a central centre for all of the data needed to manage your
organisation. It allows you to keep track of your team, clients, leads,
transactions, and projects all in one location.
CRM systems gather information from social media, meetings, emails, and
phone conversations to provide you with everything you need to run your
business. You can use CRM software on your PC, tablet, or smartphone, to put
it another way. CRM systems also allow you to create focused marketing
initiatives in order to extract additional value from existing clients.

UBER’s CRM Practices

As a CRM anonymizer, UBER uses LiveRamp. They are able to classify
consumers into particular life-cycle stages using its CRM data.
Three parties are involved in the customer relationship: the consumer, the
driver, and the regulators. Uber's primary focus is on the client. If a firm lacks
credibility with its end users, it has little motivation to establish relationships
with the other two.
How Uber Uses CRM 
How did Uber’s customer management become a success story?
✔ Listening to customers
Uber extracts data from various social media sites such as Twitter and
Facebook. The CRM system compiles the data and stores them for future
actions. This helps the company to act hastily, ensuring a good public image. It
also helps to track previous interactions with the public. If there is a complaint,
Uber’s team knows exactly who’s dealing with it, and how far along that team
member is to reaching a resolution.
 
✔ Targeting the right crowd
By having a repository of data, Uber can create more targeted, personalized
marketing campaigns. Say, for example, if you frequently visit a mall at 6 PM,
every Saturday, you may receive a notification from Uber regarding hailing
cabs in your area. Or an email every Friday.
Due to this tailored messaging, it ensures it doesn’t spam customers with
unnecessary notifications. This leads to higher customer satisfaction and will
lead to higher usage of the Uber app. 

✔ Enhancing customer loyalty

Uber’s CRM systems help to reward the most faithful and profitable customers.
For example, Uber Rewards lets you earn bonus points every time you order an
Uber Cab. The points can later be redeemed in the next cab. Such practises
helps Uber incentivize the most loyal customers, making them feel valued and
retaining their services. 

How does Uber deliver an excellent customer experience? 

The product experience is what the customer recalls about the product after
interacting with it at various stages (purchase, first use, current use,
abandonment, etc.). The three dimensions within which a product must perform
from the perspective of the user are utilitarian, sensual, and emotional.

1 — Functional experience
Any product must answer the question, "What is the core functional human
need that the product is designed to meet?"

Is it a necessity for transportation, lodging, education, or anything else? We

frequently discuss the product's functional worth.

2 — Sensual experience
Nobody likes ugly automobiles, regardless matter how fast they can go. Beauty
is subjective, yet everything must be pleasing to the eye and ear. As a result,
make sure you convey a fantastic tale that addresses a major problem while still
being visually appealing and appealing to the senses.

3 — Emotional experience

What kind of emotional reaction does your product elicit from its user?

Attachment, aversion, pleasure, or pride? A sense of power, well-being,

belonging, attachment, repulsion, pleasure, or pride?

There is no one formula for reaching the vast range of clients you wish to reach
in a B2C world.

You should devote time to researching your consumers' reactions in the setting
where they would most likely utilise your product.

Suggestions for Future Improvements in CRM Practices

 Loyalty Programs- From customer’s point of view the company should

come up with loyalty programs in terms of rewards for more frequent
usage of UBER.
 Incentives on basis of Customer Ratings
 Facilitate Cashless Tips
 Expand 2 wheeler service in all major cities
 Collaborate with Google Maps
 Introduce UBER service in all languages

THANK YOU