CRM: Uber’s Reaction to the Alleged Rape in India
Uber is the ultimate example of the truly worldwide marketplace. An alleged rape in New Delhi caused San Francisco-based Uber to send Target Marketing an email on Wednesday alerting the magazine to this blog post: "Our Commitment to Safety."
Recently, Uber's been a trending topic on Twitter because of a lot of bad feedback about the brand—from an executive's comments about defaming journalists to the alleged rape in India that caused the city to ban Uber, according to Dec. 8 news accounts.
Above the body of the Uber blog post, two young women are pictured who seem to be using an app on a smartphone to order a car. The car appears to be approaching the women, who appear content.
"Putting safety first for each of the 1 million trips we are doing every day means setting strict safety standards, then working hard to improve them every day," writes Philip Cardenas, Uber's head of global safety, in the Wednesday post. "We are reminded by the recent tragic event in India that best-in-class safety must be a constant quest."
He writes about how the safety team began reviewing procedures in November—prior to the alleged rape—in order to determine where to invest.
"As we look to 2015, we will build new safety programs and intensify others," he writes.
Uber will be enhancing driver background checks, improving communications technology in case of emergencies, "building Safety Incident Response teams around the world" and enhancing driver training.
On Wednesday, the top tweets about Uber linked to the Cardenas blog post and to its effort with No Kid Hungry to raise money to fight child hunger.
This plays into old-school rules from McKinsey about direct marketing a reputation:
1. Realize That Action, Not Spin, Builds Reputation.
2. Create an Integrated Response and, Within It, Build an Early Warning System for Executives. Would this have helped the executive who someone should investigate and defame journalists?
3. Be Proactive. What's a problem Uber and other marketers can solve before it emerges?
How did Uber do?
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