Understanding Customer Care

Mai Le, Head of Customer Obsession Engineering, Uber
Mai Le, Head of Customer Obsession Engineering, Uber

Mai Le, Head of Customer Obsession Engineering, Uber

Customer care is about relationships – building, nurturing, repairing and deepening relationships with the customers. Solidifying this bond requires that we listen, understand and respond effectively. It means that we take the time to understand customer interactions with our services, to know their journey and touchpoints throughout the life cycle of our product offerings. At Uber, our goal is to offer seamless customer experiences from a push of a button to the final destination or delivery of a meal. Our customers across our portfolio of products see us as one Uber, not as separate business entities. This attention to customer needs is the customer obsession part in our DNA at Uber.

To build a seamless experience for our users, we focus on our ability to offer a holistic customer experience. Where did the customer start their journey? What is their intention and the information they need to begin their journey with us? Once their journey begins, what assistance do they need during a trip or waiting for a meal, and what channels of communication do they prefer to interact with us? Afterwards, what additional services or support do they need from us? Then we instrument to understand the customer journey and surface insights to improve designs and prioritize what product features to launch next.

Through instrumentation, we measure customer satisfaction, customer concerns, and time to resolution. We then leverage these multiple streams of information to get signals and insights into customer experiences. What experiences are confusing or broken where customers must reach out and ask for assistance? What factors go into a customer’s decision to return and use our products again? What trends are suddenly spiking that we need to be aware of?

The Customer Obsession Engineering team leverages technology to improve the customer experience. With our experiment-first product deployment methodology, we designed our platform to continuously learn from customer feedback and interactions to iterate and improve. We build machine learning models to detect and automatically solve potential issues before they become problems, and before customers have to reach out for help. We leverage insights to understand customer preferences and intentions so that we can offer more choices for a personalized and tailored experience. Data enables us to understand the contextual interactions about the customer during their journey with us. When that experience doesn’t live up to their expectations, we want to reach out to repair the relationship and rebuild trust proactively.

Advantages of having insights into customer experiences are:

• Consolidated interaction data: allows for a deep understanding of the entire customer experience.

• Consistent customer experience: enables uniformity and consistency of communication across channels.

• Shared information context connects channels for seamless conversations.

• Customizable product offering: offers customers the choice to customize their experience based on their individual preferences and needs.

• Faster response time: understands customer intent to help.

We amplify the voice-of-the-customer internally at Uber from customer research, satisfaction surveys, and feedback. Customer sentiments and feedback are shared across organizations to all roles and levels to find opportunities and take action to improve where needed. Product development and user interaction design incorporate customer feedback to fix what is broken and smoothes confusing experiences. Our goal is to turn customers into fans by creating a positive and consistent experience across all lines of business.

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