Improving Uber Driver Communication

This assignment examines strategies to enhance communication between Uber and its drivers. The focus is on developing a comprehensive communication plan that addresses driver concerns, fosters engagement, and ultimately contributes to increased driver retention and market share for Uber. The document proposes an online portal for driver queries, instant communication methods, and a unified messaging strategy to ensure all drivers are aligned with organizational goals.

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Table of Contents
Introduction......................................................................................................................................2
Environmental Scanning..................................................................................................................3
Strategy............................................................................................................................................5
Reputation........................................................................................................................................6
Communication Matrix....................................................................................................................7
Reach and Impact............................................................................................................................8
Evaluation........................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

Introduction
The communication plan is a policy-driven approach which provides information to the various
stakeholders of an organization. It defines who should be given specific information regarding
the delivery of content, what information can be delivered and what kind of communication
channels can be used to deliver a certain piece of information (Abdullah & Ahmad, 2011).
The present communication plan will be presented to the top table of Uber Inc. It will include the
CTO (Chief Technology Officer), Senior Vice President of Business, Senior Vice President of
Operations and Regional General Manager of Australia.
The communication management plan identifies what information is needed to be communicated
to different audience. The plan contains various elements such as who has the authority to
communicate confidential or sensitive information, which communication channels should be
used and what are the modes of communication.
Communication plan is important in uplifting the image of the organization or in the change
management process. In the change management process, the communication plan plays a
critical role in breaking down the resistance of the stakeholders or the employees. There are
several benefits of the communication plan such as a documented strategy is important in
guiding the employees at every point (Gold, Hahn & Seuring, 2013). Other than that, with the
help of documentation, the organization can assure that the objectives of the organization are met
and the communication strategy will be continually improved. In this regard, the present report,
is focused on the communication strategy in Uber Inc. The organization is suffering from the
communication issues as it has implemented a non-conventional communication strategy. In the

recent times, there have been several issues such as the accident caused by Uber driver which
invited huge criticism from others. The company will also suffer in the form of reputation and
negative public image.
The Issue
In the present, the organization is struggling with the issue of decreased employee morale as the
drivers are not given adequate employment benefits. The drivers are hired as independent
contractors who are not given any adequate employment benefits during the time of the
employment. In the recent times, the morale of the employees degraded as in the road accidents,
the company showed no support for the drivers (Grunert & Traill, 2012). Other than that, the
drivers acknowledge that as they are hired as independent contractors as they will be not be
provided any employment benefits which can be gathered as the permanent employees of the
organization.
Environmental Scanning
The external environment of the organization has a substantial role in the brand image of the
organization and its reputation. It is important to identify the external factors which may impact
the operations and the business processes of the organization. The business organizations should
scan the external factors with the help of frameworks such as PEST analysis.
Political Factors: The government of Australia is skeptical of the business model adopted by the
company. The company has adopted a shared economy model wherein the taxi drivers are hired
as independent contractors and the company keeps a commission for each of the ride. The
government is also concerned whether the rights of the drivers will not be snatched with the

advent of this new business structure (Haley & Haley, 2013). The company also do not want to
take any financial burden which comes with the employment benefits.
Economic Factors:
There are certain economic factors which may impact on the operations of the business
operations. The business structure of the organization is designed such that it appeals to the
price-sensitive customers. Using the ride-sharing services, the customers can reach at their
destination at a cheaper price.
Social Factors: There are certain social factors such as the lifestyle, psychology and the
individual preference which may impact on the operations of the organization. Today, most of
the customers prefer using the taxi services; therefore, the social factors are preferable for the
organization.
Although the drivers associated with the traditional taxi industry are concerned that the company
will is taking a commission in the services provided to them. The organization is taking
commission for providing customers to the drivers. It has created a dissatisfaction among the
drivers. Other than that, the organization has also facing issues related to the brand image of the
organization.
Technological Factors: There are several technological factors which may impact on the business
operations of the organization. The technology and the infrastructure of the company influences
the operations of the organization (Kavishe, 2015). Although the company has adopted a simple
business model, a few factors are important in the business operations. These drivers must have a
smart phone, a mobile application and constant internet connection to communicate with the

customers. Other than that, the customer should also have a mobile application so that they can
communicate with the customers.
It can be concluded from the above section that involving the drivers as the independent
stakeholders is creating dissatisfaction among the drivers. It is also creating issues among the
drivers as they are considering that despite them being working for the organization, they are not
provided adequate safety and employment benefits.
Strategy
In the above section, the communication issue between the employees and the
management has been discussed. This issue has created numerous problems between the
employees and the employer. In this regard, Uber Inc. should develop a communication strategy
which may uplift the morale of the employees and engage them further with the organization.
The major issue identified with the organization is that the drivers dissociate themselves with the
organization as they consider that the organization do not consider them a part. It is important to
establish a communication portal or communication platform through which the organization
would be able to regularly and promptly with the drivers (Lang & Heasman, 2015). All the
drivers of the system should be able to access the portal of the organization promptly. They must
be able to login to the system’s portal in a quick and fast manner. Other than that, the
organization must be able to design a quick and rapid information portal wherein all the
information regarding the operations and the business processes of the organization the will be
updated.

Other than that, it will be made mandatory for the drivers to register into the portal with the help
of their email address and the phone number. All the information and the changes in the
organization will be updated to the drivers and other stakeholders of the organization. Other than
that, the organization will also keep the online portal so that the employees of the organization
will be able to communicate and raise their queries to the customers (Matzler, Bailom, Friedrich
von den Eichen & Kohler, 2013). An online support chat system will be established so that the
customers can directly communicate with the organization regarding their queries. It is important
that Uber makes all the substantial efforts to promptly respond to the employees of the
organization.
The communication strategy is developed and established as the employees of the organization
are getting demoralized due to the recent accident cases and the response of the organization
towards them.
In the present case, it is important that the organization design the communication message so
that it can directly uplift the morale of the employees (McGrath, 2013). It is important to
acknowledge that the communication message is designed such that the drivers get motivated
and engaged with the organization.
The theme of the communication message should be as such that that the drivers feel motivated
with the message and the remains engaged with the organization. Uber should also communicate
that it is very much concerned about the drivers as well as other stakeholders of the organization.
The business organization should also communicate that engaging in contractual form with the
drivers is a win-win situation for both the organization and drivers. The monthly income of the
drivers is directly connected to the number of rides they take (Morris, Shirokova, & Shatalov,

2013). If a driver take more rides regularly, he can earn more. Therefore, with this scheme of the
organization, the drivers can increase their income.
Reputation
The reputation of the organization will be enhanced with the help of this approach. The
organization would be able to communicate that it is concerned for the employees as well as the
customers of the organization. When this message will be transmitted to other stakeholders of the
organization including the customers, it will uplift the reputation of the organization. The
organization will be recognized as a socially responsible business organization which takes into
consideration the benefits of different stakeholders of the organization (Oraman, Azabagaoglu,
& Inan, 2011).
The business organization should be able to transmit the message that it is concerned
about the wellbeing of the employees and other stakeholders of the organization. It should be
able to communicate that the organization is concerned about all the stakeholders connected with
the organization.
Communication Matrix
Goal Objectives Message Target Public Channels Tactics
The
communicatio
n goal refers to
the objectives
which are
aimed to be
achieved with
the help of
communicatio
The
communicatio
n objectives
are precise,
specified and
measurable
goals which
are needed to
be achieved
The
communicatio
n message is
written to
inform the
public or other
stakeholders
something. It
is the most
The target
audience
refers to the
people on
which the
organization’
s message is
focused
It refers to the
communicatio
n channels
through which
the company
reaches the
target
audience
(Tavitiyaman,
The
activities
which the
organizatio
n uses to
transmit its
message to
the
audience

n strategy with the help
of
communicatio
n strategy
(Paul, &
Rana, 2012)
important part
of the
communicatio
n strategy
Qu, & Zhang,
2011)
To increase
the morale of
the drivers
associated
with the
organization
To increase
the number of
drivers
associated
with the
organization
by 10% in the
next months
To increase
the market
share by 10%
in the
Australian
market
The message
will be written
to persuade the
drivers to
remain
associated
with the
organization
The target
audience of
the
organization
is the drivers
associated.
The
communicatio
n channel of
emails and
online portals
will be used.
The
organizatio
n will use
number of
tactics such
as
diversified
response to
address the
situation
Reach and Impact
It is important to determine the reach and the impact of the communication message and
the communication strategy. The organization should develop a unique and singular strategy to
reach out to the drivers. It should focus on sending a unique message to all the drivers so that a
common message is sent to the all the drivers. It should post the message to the social media
website of the organization. Other than that, the organization should post the same message to
the official website and the blog of the organization. It is aimed that the organization will reach
to all the active and the registered drivers of the organization. It will also be able to send a unique
to all the drivers. Other than that, the message should have a profound impact on the drivers so
that they remain connected to the organization (Tavitiyaman, Qu, & Zhang, 2011). The drivers
must be able to work for the benefit of the organization. Currently, a large number of drivers
employed with the organization are switching to the local competitors due to the brand image of

the organization. It is important that the organization establishes a brand image such that the
drivers want to work with the organization.
Evaluation
In the development of the communication strategy, it is important that the organization
develops a communication plan through which it can transmit its message effectively. It is
important to identify that the message of the organization is effectively communicated to the
drivers. The organization can create an evaluation measure to examine whether the
communication objectives of the organization are met or not. It can be done with the help of
meeting certain evaluation criteria. In the present, the business organization will develop a
communication criteria with the help of which it can assess the efficacy of the communication
plan. The company will use a survey to assess the opinu8ion of the drivers. A survey will be
beneficial to assess the responses and the perspective of the drivers towards the organization
(Paul, & Rana, 2012). It will also be beneficial in assessing the viewpoint of the drivers and
gaining the suggestions which will be beneficial in uplifting the standards of the organization.
The viewpoints gathered from the drivers should be inculcated in the operations of the
organization. It will assist the organization in keeping the drivers of the organization happy and
engaged. It will also increase the satisfaction level of the employees and they will perform in a
much better manner.
Other than that, the organization will also evaluate that the communication objectives of the
organization are met with the communication plan.

Conclusion
It can be concluded that the organization needs to create an effective strategic communication
plan for achieving the business objectives. The organization should also examine that there are
certain issues in the communication between drivers and the management. The business
organization should make efforts so that the business objectives of the organization are met.
Uber should develop a strategy so that a unique and common message can be sent to all the
drivers of the organization. Uber should also create a specific communication plan such that it
can communicate with all the drivers in an instant. An online portal should also be designed so
that the drivers can communicate their queries and problems with the customers. The business
organization should assure that the communication strategy will be able to increase the market
share of the organization and increase the driver retention rate. The drivers should become
engaged and happy with the organization. They should not seek alliance with other local
competitors. It is aimed that the current communication plan will increase the market share of the
organization. Other than that, the drivers must be inclined towards the organization and must be
more productive.

References
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