Once you start using Uber it’s kind of difficult to stop, the idea of driving somewhere close by and worrying about parking (or driving home after a few) now something that many of us are able to write off.

But if you ask Mark Jones, the CEO of one of Australia’s most respected brand storytelling agencies, it’s more than the peace of mind that comes with knowing you’ll get home safely and hassle-free.

Jones penned a great piece on BusinessInsider explaining Uber’s rise to success, so let’s see what he had to say:

It’s a poster child for the so-called sharing economy, and the primary narrative we’re fed talks about how these independent companies are upsetting monopolies…

For the geeks out there, there is a tech angle. Uber’s app is easy to use, and promotes transparency, safety and accountability between customer and driver. But it’s only part of the story. And no, I’m not just talking about getting a cheaper ride….

…part of Uber’s social impact is the structural transparency and safety constructed through the app. Both driver and passenger rate each other, creating a lasting record that could influence your ability to use the service in the future…

I jump into a car, am greeted by name and greet my driver by name. We’ve never met, but there’s already a connection through the app. The conversation has a kickstart, if you want to seize the day. It’s a rare and wonderful thing in a world that’s always in a hurry and slow to listen.

So what’s the business angle to all this? We’re living in the age of customer experience, yet few truly get its significance.

Companies yearn for greater engagement between their brands and customers. In digital marketing, we speak of promoting “conversations” yet few truly transcend the banal and shouty melee of social media. Even fewer find ways of scaling those conversations globally.

Yet here’s a company that’s accidentally outsourced conversations to drivers on a casual payroll, connecting with customers who are paying for the experience. Nary a customer service agent in sight…

Here’s my take on Uber’s top 3 customer experience principles that make the customer conversation dream a reality:

1. Remove friction – make your value proposition and transactions simple
2. Be transparent – eliminate surprises and show me real people
3. Prove you’re trustworthy – build a self-governing system that works in the real world

It’s true really – you know Uber are doing something right when they become such a household name in a matter of years.

If you haven’t yet joined the party then sign up with 2ov HERE and get R150 off your first ride.

[source:businessinsider]