Uber users are watching.
Uber’s toxic, crumbling corporate culture is making waves outside the tech world.
Uber users are keeping track of everything that’s been happening at Uber’s San Francisco headquarters, and it’s affecting how they see the companyand whether they’ll use the ride-hailing app.
According to research by the media and technology firm Morning Consult, 57 percent of Uber users had heard a lot or some about “claims of bullying, sexism, and sexual harassment at Uber headquarters.”
Morning Consult surveyed 1,652 Uber users from June 15 to 21in the middle of Uber’s most recent scandals, but right before Travis Kalanick resigned from his position as CEO.
Fifty-five percent of Uber users heard about the barrage of executives fleeing the company. Forty-five percent of Uber users knew something about the Department of Justice’s investigation into Uber over Greyball, its program used to track regulators using Uber and skirt regulations. Forty-five percent of Uber users were also aware that another company (Google) sued Uber for stealing its self-driving technology.
Forty percent of users knew about the #DeleteUber campaign that started because of former CEO Travis Kalanick’s involvement on President Donald Trump’s business advisory council. Forty-nine percent of Uber customers knew that Kalanick was caught on tape berating an Uber driver during an argument over Uber’s price-cutting.
This data is important because it shows that Uber’s bad 2017 is breaking through well outside Silicon Valley at a time when the company is still seeking to grow its business.
As a result of all this bad news, 23 percent of customers said they stopped using Uber as frequently, even if they didn’t delete the app. Thirteen percent stopped using Uber entirely, but haven’t deleted the app yet. And 19 percent of Uber users followed through and deleted the app as a result of Uber’s many, many problems. Those numbers aren’t just in reference to the #DeleteUber campaign that lost Uber 500,000 accounts in its first week, but in response to all of Uber’s concurrent scandals.
The one-time Uber users who have abandoned the app (or at least limited their use of it) have some opinions on how Uber could do better.
Twenty-eight percent of respondents said they would consider using Uber again if Uber fired its current CEO and installed new leadership. Well, a day after this survey was completed, Uber did. So maybe they’d try it out again now?
Other Uber users said they’d return to Uber if it had lower prices and better data privacy. For 14 percent of Uber customers, nothing would make them go back.
The lesson here: Uber’s customers are paying attention. If Uber wants to save itself, it better get things under control.