Service Blueprint of Uber

Course: Service Marketing

Batch: 2020-22

Submitted To: Submitted By:

Dr. Swati Soni Prachi Jain PGFA2036
 Service Blueprint of Uber

Background of Uber:
Uber Technologies which are commonly known as UBER which is founded by Garrett Camp and
Travis Kalanick in March 2009 in San Francisco, California, the U.S with a mission of “Uber charges
25% share of service provided by uber partners”. It is an American technology company that includes
services like Ride-hailing, food delivery, package delivery, courier, etc. The company operates in
more than 900 metropolitan areas. It has around 93 million monthly active users worldwide and an
estimated US$11.139 Billion as of 2020. 
Uber creates a connection between a passenger and the driver who can use their vehicle by making
use of the Internet. Uber charges a 25% share of service provided by uber partners. They use a
dynamic pricing model which keeps on changing by depending upon market demand and supply at
the time of the ride. Customers can access these services by application where the user must set up
their account by providing basic information. 
Uber offers different kinds of services at different rates based on customer preference if the
passenger size is 4 members, then they have UberX, if it has 4 or more than 4 members, they have
premium vehicles cars with leather seats, vans, motorcycles, auto-rickshaw shared cabs for the
passenger going in the same direction they also provide service to outstation and rental cars for
some time. 
 Service Blueprint of Uber

Evidence Appearance Push Push Quality of Notification Payment Rate/ review

of uber notification notification Driving received for amount request
application confirmation received for completing communicated displayed on
booking approaching ride to passenger via mobile app
ride sms/notification
Appearance of
car and driver

User Download Register as Request for a Notification Passenger Passenger Passenger Passengers
the uber passenger pickup sent to driver boards the car reaches makes payment rate the driver
Action
application details and and destination for ride according to
status of commences his/ her
approaching the ride experience
ride
On-Stage Be accepted Clean vehicle Reach the Drivers start Make sure the Collect payment Rate the
as a uber and services passenger the ride passenger from the passenger for
Employee
driver prepare for location reaches safely passenger the ride
Contact partner ride request withing the to the
after given time destination
background
check
Back- Create Identify Communicate Communicate Communicate Start Payment Communicate
passenger location of driver details the start of the process of the the passenger
Stage
and driver passenger to passenger confirmation ride to ride to rate the
Employee profile and drop and vice versa of driver passenger and passenger and
Contact location reaching the driver vice versa
pickup
location
Support Background Record and Keep track of Incorporate Record and
check on maintain ride waiting time, discount codes, update rating
Processes
the driver encounters, ride time, Calculation of and reviews
Vehicle ride demand route final payment for passenger
quality on routes and drivers
inspection
Signup Phase Ride Phase Post Ride Phase

Interpretation
In the above blueprint, we can see the scenario of uber for booking a ride/cab to completing the ride
and collecting the payment. In user action, it includes the customer action that represents the
interaction and experiences between the passenger and driver with the help of the uber application.
In on stage process, this process is taken care of by the driver as it includes services like the
cleanliness of the cab, reaching the passenger within the given time frame, collect a payment, and
rate the passenger based on the driver’s experience. In the background and backstage activities and
process, the company is crucial about the services they are delivering in which they identify the
customer, display waiting time, and processing time. Add key moments for both the user and the
service provider, such as long wait times, user safety during the trip, and payment processing. It
comprises critical KPIs for Uber that are used to assess customer satisfaction and other customer-
related metrics, such as overall rating, surge rating, non-surge rating, acceptance rate, cancellation
rate, fare reviews per trip, total 1-star ratings, and total 5-star ratings, in the support process.
Moment of Truths in Customer Journey

1. Zero moments of Truth- Based on the service blueprint it is the signup phase which means
that the consumer has downloaded your app and has gone through with the reviews of the
company and thinks to take a ride or not. 
2. First Moment of Truth- It is the situation of the ride phase where the user has downloaded
the app and register with it and is about to book a cab and it is the moment when the
passenger decided to drive with you over the other competitors. 
3. Second Moment of Truth- It is the ride phase contact where the customer has decided to
take a ride and analyzing its experience with the services like the clean vehicle, reach the
passenger location in the given time frame, greet the passenger, make polite conversation,
drive safely, and make the passenger comfortable as offered by the company. 
4. Third Moment of Truth- It is in the post-ride phase where they have used the services and
giving the feedback based on the experience, as in the uber app just after completing your
ride you will get a notification to rate your driver which helps another passenger also by
getting drivers rating from another passenger. 

Critical Touch Points

The critical touchpoints analysis meets the customer trust on the services with the brand like in the
blueprint after booking a ride, the passenger gets all the details of the driver, so it creates the trust
into the consumer that they are in the safe ride. Also, customers can track the waiting time and the
customer's current location and the qualities like cleanliness in the car, make the passenger
comfortable, and make polite conversation with the passenger.

Service Gaps Model

Service Design and Standard Gap: There can be service design and standard gap as we can see not
always you get a clean car, driver greets you, the cab is also not at the right time, the driver refuses
to take the ride to your drop location, the driver does not wait for the consumer to arrive at a pickup
location and cancel the ride or begin the ride so these gaps play an important role for the customer
as it does not create a good brand image and also gives fewer feedbacks to the company.

How to remove Service gaps and Standards gap:

As the gaps discussed above play an important role for a company like uber, what company can do
here is to tell about the drop location to the driver before confirming to ride so there is no situation
like canceling the ride, for cleanliness they must trained their drivers and tell them the importance of
these and also can give them some chances like if they have received any complaints like hygiene
company has the right to take legal actions or can terminate them for some time.