Trust, Uber, Customers.

Kieriana Clement
Mar 21 · 3 min read

Trust. Hard to build, easy to lose. Uber is estimated to have over 93 million monthly active users worldwide. Although they have similar company’s like Lyft or Curb, Uber has managed to keep and continue to grow their active users. Some may say it is luck and chance but the real reason is may be linked to their trust.

I know that we are looking for a brand who is working to build trust with their customers and based on their active users. Some may say Uber has already established and built trust, but Uber has went through some tribulations which resulted in the trust between them and their customers to be mildly broken. I say mildly broken because they were able to come back and redeem themselves.

Within the last few years and up to date, there have been a wide range of stories that have came out and made public that had to do with the safety of customers. Some customers came out and said that when they entered their Uber ride, their Uber driver took them in the complete opposite direction of where they were suppose to go. A lot of similar stories started resurfacing and then eventually it resulted in a #DeleteUber movement.

As soon as this happened, Uber did what any other business would do and tried to do damage control. According to The Washington Post, “It (Uber) hired its first chief marketing officer, rapidly added staff and launched a national campaign, including television commercials, aimed at restoring its image”. But of course that didn’t work. There had to be more done to build back the trust that was lost.

Ways in which Uber went ahead to gain back their brand loyalty is by ensuring safety. They went ahead and acknowledged what was being said by their target market and made the necessary changes. One of those changes includes a panic button in the app. There is a panic button that is there if you feel unsafe or if your ride isn’t going as planned. Authorities along with others will be notified when pressed. They also went about having a feature where you can check in as the ride is going on. For example, you will be asked how is the ride going or how is the state of the vehicle you’re being transported in? These are just the small things along with many other precautions that Uber went ahead and implemented in hopes of getting their brand trust back.

In my opinion, Uber did handle this correctly. All the tribulations they went through, they sat back and analyzed it all. They decided to listen to their customers and took matters very seriously. Every news article or story that was out about Uber that could potentially mess up their brand was never taken lightly. As soon as something hit the fan, they were right there to clean it up. Which if you ask me, that would make me feel better as a customer because it will tell me that Uber values me as a customer.

A quote I came across on The Washington Post and agree is, “Brand damage and sentiment is one of the final factors in somebody’s decision”.


thoughts and reflections on Marketing from the Katz School…