Voice of Customer Analysis: Uber on Google Play vs Apple Store
Uber is one of the most talked about ride-sharing apps. With the incorporation of GPS and other technology, Uber has positioned itself as Taxi 2.0. It offers customers a ride within just a few clicks. Everyone seems to have an opinion of this popular app, so we decided to perform a text analytics study on the customer comments in both the Apple and Android app stores. We used our data analytics platform, Signals, which quickly analyzes the unstructured data inherent in text comments.
We started with the buzzword graph of frequent topics in the comments. The App Store Word Cloud (above left) has mostly positive words in blue while the Google Play Word Cloud (above right) has mostly negative words in red. Why would Android app users have more negative comments than Apple? We decided to find out ‘why’, using the Signals platform. We looked at 4 categories customers talk about the most: rewards, pricing, car quality, and customer experience.
App Store: Positive
Uber offers a Promo Code when a customer joins for the first time and gives $15 off their first ride. This makes customers feel better and are more likely to use Uber services again in the future. Many Apple App Store responses from the category overview include the words “highly recommend”, therefore, we can see that customers like the reward. And when they talk about it online, it attracts even more customers.
Google Play: Positive
Customers from Google Play are happy about Uber’s offer, where if a current customer invites their friends to use Uber for the first time, then the customer will receive free rides as a reward.
App Store: Negative
Looking at the Buzzword graph, we can see that Cancellation Fees are one of the main things that frustrate Customers. To cancel a requested ride, they have to pay a $10 fee. In many scenarios, customers accidentally request a ride, and then are forced to pay $10 for a simple user/technological error. Another thing the app does is constantly change the pick-up location, making the customer wait longer. The downside of an online app like Uber is sometimes it is not secure. Uber makes it very easy for anyone to register any credit card on the app.
Google Play: Negative
Customers are unhappy about the Cancellation fees that they are required to pay if they ever change their mind about a ride. One user even testified that their designated driver was not even close to their pick up location when he asked the customer to cancel the ride. The customer didn’t have a ride, and the driver received $10 for doing nothing. The user claims that drivers trick them into cancelling the ride just to get the $10 and not move anywhere. Customers also complained about high rates. The minimum starting fee is $5.00, which is expensive if you only want to go a short distance.
App Store: Positive
Positive responses from customers mention that drivers are polite, cars are clean, and some cars even provide water and candy. The rides also arrives very quickly after the request is made. Unlike taxis, where one might find themselves standing on the sidewalk for hours, trying to catch a ride, Uber arrives in just a few minutes.
Google Play: Positive
Customers are happy about the quality of the cars. One user says “Nice, new, clean car”. However, another user mentions that for the price they pay, they would like to see a more luxurious services, such as free wi-fi inside the vehicle. Customers like the fare estimate on the app, which gives them an idea of how much they will be paying before they click submit. One user mentions that uber is “Cheaper than Yellow Cab”. As an added bonus, the average waiting time is 5–7 minutes. One doesn’t have to wait long before their ride arrives, unlike hailing a taxi.
This is the area which seemed to generate the largest difference between the Apple and Android apps.
App Store- Neutral
One user mentioned that their Uber experiences was a “Hit or miss”. By clicking on a word in Buzzword, we can see user’s comments. The user says that their ride experience was either excellent, or driver has no idea where they’re going. The negative side is that Uber allows anyone to sign up and be a driver, so it is not too surprising that some drivers may lack experience and do not know streets well. The positive side is that it is super easy to get a job at Uber and earn some extra cash driving other people around.
Some customers say that the Uber app is easy to use, and makes everything very clear, along with a map that shows you where your ride is, but others disagree. Negative comments in red from buzzwords shows customers are unhappy when a glitch would occur in the app. There are occasional mentions of the app crashing, refusing to accept payment, or not accepting a street address, but these negatives were small in comparison to the neutral comments.
Google Play- Negative
When we take a look at the Category Overview widget, words like “Trouble Connect”, “Customer Care”, and “Payment Mode” comes up frequently. Customers says that the Uber app constantly has glitches, such as connection problems and also not allowing users to reset their password. The most frustrating parts are the payment failures. Many times, Uber is unable to register cards, especially debit cards. Because of troubles with the app, customers who are in a hurry and need a ride quickly could miss very important events. Many people also complain of not being able to find the customer care number on the app, and when they send an email, it may take days to get a response. Uber may want to further explore the technical issues customers are identifying in the Android version of their app.
After using Signals to analyze the two sets of data, we discovered that customers who downloaded Uber from the App Store had more positive comments while customers who downloaded Uber from Google Play had more negative criticism. The categories where customers from both stores had positive feedback were Rewards and Car Quality. The categories where customers had negative responses were Pricing and Customer Service. The goal of Uber Services and its app is to make people’s life easier. Sometimes it gets good reviews when things go smoothly, but other times, it’s just the opposite. The only way to really find out is to try it out for yourself.