Discuss about the Worst Service Encounter.
Booking a cab from a well-known company, with the intention of avoiding the last minute problems is quite usual these days. Having the similar mind set of avoiding the end moment problems, I booked a cab for myself, my sister and her daughter because we need to attend the birthday party of my niece’s best friend. I booked a cab with Uber, which is US based company and is considered to be one of the best Malaysian road taxi service providers.
At 3:00 pm, I booked a cab from Uber by their mobile application for a 4:30 pm departure. While booking the cab I entered my sister’s mobile number because I had an important meeting for half an hour with a client near my place at 3:40, so I did not wanted anyone to disturb me during that time. At 4:00 pm I got a call from my sister and she told me that she has received a call from Uber personnel about the cancellation of the cab because of unavailability of cabs in our area. At that point I was in a meeting with my client, I found myself in a condition of looking for more option instead of focusing on my work & meeting.
While I was trying to discover other options, I received a SMS from Uber with the cab driver’s details. But I momentarily understood after having a talk with the driver that his cab was 30 miles far from my place, so it will not be of any benefit. After placing many efforts talking to the Uber customer care & looking for supplementary options, I comprehended that my 7 year old niece will miss the much awaited party of her best friend’s birthday.
I did not wanted my niece to miss the birthday party, so I quickly raped up the meeting and went to home, I continuously tried to contact the Uber customer care & requested them to provide me with another taxi and told them about the urgency. After convincing them for about 39 minutes, I was provided with the cab which will be taking another 20 minutes to reach my place. By the mean time the driver reached our place, we were already late for the party as it was 6:30 pm and the party timings were 5:00-8:00 pm and it was approximately 1.5 hours travel to reach the venue, as I did not wanted to disappoint my niece and we thought of taking the risk and started our journey for the venue
This was not enough regarding the Uber services, the moment we entered the cab, the driver began talking on his phone, so after few minutes I interrupted him & politely told him not to talk over the phone while car is being driven by him, as it could lead to accident or fines. Also, he did not switch on the car AC. I told the driver to switch on the AC, since it was quite hot at that time. Abruptly he started shouting at me for questioning him to switch on the car AC & began misbehaving with me with bad words. Then, I called the Uber customer care again & requested them to either change the taxi or ask the driver to behave properly with me, because I was not able to tolerate the driver any more. As soon as I called the customer care, he started shouting more loudly at me with all kind of curse words in front of my sister & niece. He snatched my mobile & disconnected the call, so that I am unable to call anyone. He started threatening me to take the complaint back from Uber, because if the complaint is lodged, he might not get his day bonus. At that time I decided to file a complaint against Uber for employing such arrogant & manner less drivers and not checking their background properly. As I was with family and did not wanted them to be harmed in any ways, I assured the driver to take the complaint back. I decided to get down from the cab in the midway and took an auto and went back home (Zeithaml & Bitner, 2009).
Service recovery comes into play when something goes wrong, while delivering the service. The service delivery organization ideally takes action to make sure that the customer who has taken the services gets the desired outcome and also the organization tries to rectify their own process, so that they do not face any such failures in future (Kotler & Armstrong, 2009).
When I reached my home and recalled the complete experience with Uber personnel, I decided to provide a detailed review about my wicked experience next day, because the complete day was very frustrating and tiring (Regan, 2013).
However, I dropped a tweet at Twitter about my experience on the services offered by Uber that forced the corporation to respond instantly.
The Tweet made by me is as follows:
“Uber spoiled the party today, Completely Unreliable with Manner less Drivers. We’ll share detailed review tomorrow.”
In reply to the tweet, Uber responded to me with the immediate apology and requested for the order details:
“Regret for the inconvenience cause. Pls. share your CRN with us. We’ll check back, set right & make food for what went wrong”
While sharing my order details, I mentioned clearly that there is nothing that can be done to control the damage at this point of time:
“@Uber 238900. Now you can’t do any damage controlL. Had awful experience”
Uber stated that they will be calling me within 48 hours & as per their commitment, I got a call from the Senior Customer Relationship Manager at Uber, I told him about the complete experience & also about how the driver misbehaved with us. I told them that I am frightened that the driver could possibly attack us, if job is lost by him because of my complaint. Cab driver knew my address as he came to my house to pick me up. The CRM manager calmly listened my whole experience and after listening he apologized once again. The manager also mentioned that he has listened to the complete conversation which I had with Uber customer care and the driver & without any defence he made an apology for the incorrect cab allotment and the driver misconduct. The manager assured me that they’ll not let this experience repeat & also assured me about me & my family safety and will take proper actions against the driver. Also, they assured me that they will do something to make up for their mistake; however these commitments did not affected me much because the party was already missed by my niece (Levitt, 2011).
After explaining the complete situation to the Manager of Uber, I felt little relieved; however, I did not changed my mind regarding dropping a thorough review & the worst experience with Uber
After the big hectic day & comprehensive narration of my worst experience to the manager of Uber, I went back at my place & was pleasantly surprised to know that my niece was happy with the gift she got from Uber. It was a box of cake & the following message was attached with the box:
The message from Uber touched my soul & I lastly decide to forgive Uber after seeing the smile on the face of my nice. And obviously, I also dropped the idea of writing a detailed & bad review about the organization.
Hence, a frustrated customer like me was efficaciously turned into a Brand Advocate for Uber Cabs. The instance above was the worst service encounter of my life; however the management of Uber with their service (i.e. the intention of care for us) was able to turn the worst experience into the best experience of my life (Piercy, 2009).
References
Cavusgil,S, Ghauri,P, & Milind,A, 2012, ‘Doing Business in Emerging Markets: Entry and Negotiation Strategies’, Journal of Thousand Oaks, vol.42, no. 6, pp.345-398.
Piercy, N, 2009, ‘Company Internationalisation: Active and Reactive Exporting’, United States Journal of Marketing, Vol. 15, No. 3, pp 26-40.
Holley,G, Pieracy,N & Nicouland,B 2010, Marketing strategy & competitive positioning, 5th eds., Prentice Hall, U.K.
Kotler,P & Armstrong,G 2009, Principles of marketing, Prentice hall, New Jersey.
Boone, L & Kurtz, D 2012, Contemporary marketing, 7th eds., Harcourt Brace, New York.
Zeithaml, V.A. and Bitner, M.J.,2009. Services Marketing, New York, New York: McGraw Hill.
Levitt T., 2011. “Marketing Intangible Products and Product Intangibles”, Harvard Business Review, 81, 94 – 102.
Rathmell J.M., 2012. “What is Meant by Services?”, Journal of Marketing, 30, 32 -36.
Regan W.J., 2013. “The Service Revolution”, Journal of Marketing, 47, 57 – 62.
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