1. Hector Camacho
Mario Carbonaro
Ruonan Liu
Tom McCabe
Maggie Thompson

4. Customer satisfaction and retention with
users

7. ● 10 questions for each segment
● Generic Questions
● 5 Values
● Demographics and Lifestyles

8. ● 25 per person
● College Students
● Co-workers
● Young professionals
● Ages 20-60

9. 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

10. ● Students
● Young Professionals
● 17-27
● Spend $50-200 or $200-400 each month
● Tech Savvy

12. Product Attributes
● Reliable drivers
● Affordable prices
● Values the customer’s comfort
● Easy to use
Competition
-Direct
● Lyft
● Taxis
-Indirect
● Public transportation
● Private Car
● Bike

14. Uber
More
Convenient
More
Stressful
Less
Stressful
Less Convenient
Bike
Public
Transportation
Private
Car
Taxi

15. 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: Penetration→New Uber customers get free rides, up to $30
Place: Intensive→ North America, South America, Europe, Middle East, Africa,
and Asia

16. 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

17. 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

18. 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

19. Uber should have a loyalty rewards program to
encourage customer retention