Uber relies on online communication to pass information to its customers, employees, and partners who are drivers. The Uber user app allows the stakeholders to access services on time. Uber has a competitive e advantage over the existing traditional cub because it makes it easy for customers to request a ride whenever they are and in the shortest time possible. Online accessibility and communication have attracted millions of drivers and customers to sign up on the app.
On significant occasions like unusual events, inclement weather, traffic, and major, Uber practices price raises to cater for extra costs encountered during these occasions. This practice drew a negative image and publicity as the customers complained they were not warned on the price increments ( Maheshwari, 2017). The former Uber CEO, Travis Kalanick, learned that communication and transparency are crucial for the company's growth. In a press conference, he announced that the app will include alerts and features to give warning to customers on price increments and when they will end ( Maheshwari, 2017). He emphasized the company's vision and goals.
Delegate your assignment to our experts and they will do the rest.
The Uber leaders have adapted an effective horizontal integration communication with their employees and partners. They ensure that all procedures are communicated to the staff and sufficient training given to the new employees (“ MMC Learning”, 2020). They provide essential internal controls that ensure Eber operates in line with its vision. They work as a team to make decisions before sending any information to the customers. The communication department works hand in hand with the finance, production, distribution department and is cautious of their actions and decision and how they affect the customers. Consequently, the Uber app provides customers with a platform to give their feedback, comments, and complaints. The leaders monitor this feedbacks frequently, making necessary changes and external variables to keep the business adaptive.
Online communication is useful for the Uber company. All the customers receive timely information on any changes that affect them. The channel of communication used by the Uber manager and leaders allows for immediate feedback from the customers. I believe it is an effective channel because it is reliable and allows the customers to air their grievances. It was wrong for the former CEO to ignore the importance of transparency when making price changes without communicating with the customers. The ignorance cost the company a bad reputation and negative publicity. The manager did not apologize to the customers. He only said that the Uber application would include alert messages to show any price increments. I believe that any other manager would not send a message without an apology to the clients. They would first apologize and own their mistake, then give way forward to rectify the situation. Other managers would go the extra mile to offer a tip to the customers like a free ride to clean the bad reputation and publicity and earn the customer trust again. Customer loyalty and effective communication are vital for the success of the business. Customers can happily work with companies that offer better services even if they are expensive. The Uber manager must be passionate and communicate the Uber services and their benefits effectively over the competitors.
To conclude, Uber manager's and leaders' communication strategy is effective as it offers a chance for feedback and actions to address the issues raised by the customers. The former CEO's message to address the price increase due to weather and special occasions was okay but lacked apology and compensation to the customers for the inconveniences caused. The organization department uses horizontal integration to make decisions and actions that affect the customers. The Uber application users can air their grievances and experiences with the drivers, which shows that the company has their interests at heart.
References
Maheshwari, N. (2017). Uber taxi cab-handling crisis communication. Emerald Emerging Markets Case Studies .
MMC Learning. (2020, July 23). Integrated marketing communications. Multimedia
Marketing. https://multimediamarketing.com/mkc/marketingcommunications/
