Quality Improvement Plan: Uber's Service Delivery Process Analysis

This report presents a comprehensive quality improvement plan for Uber Technologies Inc., analyzing its service delivery processes to identify areas for enhancement. It begins with an executive summary and introduction, outlining the importance of quality improvement in the context of Uber's ride-hailing services. The main body delves into the definition of quality, its significance in business, and the existing operational processes of Uber, including its mobile application, drivers, customers, and revenue generation models like surge pricing and different vehicle segments. The report identifies problems related to quality, such as the employer-employee relationship and lack of direct customer interaction, and suggests process improvements. It recommends strategies to address these issues and improve customer satisfaction. The report concludes with expected quality outcomes and references, providing a detailed analysis and actionable recommendations for Uber to enhance its service quality and achieve sustainable business growth.

Quality Improvement
Plan

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Quality.........................................................................................................................................4
Existing Process of UBER..........................................................................................................5
Identify problems with the existing disadvantages of uber process (that relate to quality) and
try to identify causes of the problems.........................................................................................9
Recommend process improvements and provide a rationale for the improvements chosen.
Make sure you describe the improved process.........................................................................10
Describe the expected quality outcomes...................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Quality Improvement is referred to the meaningful process of improvisation and
enhancement of standard or characteristic of something. The primary and foremost significance
of quality improvement lies in terminating the weak or inadequate areas of particular business
organisation in order to overcome through the same as well as conquering the available success
and growth opportunities. In addition to that, the determined meaningful process is inclusive of
various essential steps which facilitates in effective and efficient completion of the same in a
desired manner. Uber Technologies Inc. is among leading business organisations engaged in
providing mobility services to their customers in consumer market (Mizuno, and Bodek, 2020).
Being established in the year 2009, respective business organisation has been headquartered in
California, United States. Moreover, the company operates with global presence in enormous
number of economic nations in order to serve maximum number of customers with their quality
services. Though, the company operates with a strong and strengthened business idea and
approach of executing the same but still it requires consistent efforts towards quality
improvement in order to serve their customers with finest and upright quality of services. This
report assessment will be comprised of insightful and essential knowledge regarding the
meaningful process of Quality Improvement in context of respective business organisation i.e.,
Uber Technologies Inc. Furthermore, it will be highlighting existing processes and systems of
working in respective company as well as recommendations for improvisation as well as
enhancement of the same (Mulay, and Khanna, 2020).
MAIN BODY
Quality
The term Quality is basically referred to a distinctive feature or trait which could be
measured against elements or aspects of similar kind. Referring to business organisations,
Quality could be determined as characteristics or traits that facilitates a respective business
organisation in attaining a competitive advantage above major competitors in the market. In
addition to that, quality plays a crucial role in business environment as it allows businesses in
satisfying their target customer base as well as ensuring retention of the same. With access to
competitive advantage with special characteristics and traits, respective business organisation is
able to differentiate itself from other major competition brands in the market. It includes tangible

as well as intangible assets of a business organisation that could facilitate the same in attaining a
competitive advantage in carrying out their business operations and activities (Coughlin, and
Posencheg, 2019).
Importance of Quality in a business
There are various different importance associated with the quality that creates a necessity
for businesses to look after the same. In order to be precise, these factors or aspects could be
defined as follows:
 Loyal Customers: Initiating efforts towards improvisation and enhancement of quality
facilitates in serving customers with high quality products and services. In addition to
that, it allows that particular business organisation to satisfy their customer base as well
as ensuring retention of existing customer base in order to carry out effective business
operations and activities.
 It facilitates recommendations: Being aimed at improvising and enhancing quality in
business organisation facilitates in analysing the existing situation as well as contributing
recommendations towards the same.
 Minimising customer complaints: Meeting consumer expectations and demands with
quality products and services, it further result in minimising customer complaints. In
order to be precise, a satisfied customer base is least prone to complaints and negative
feedbacks upon the same (Moshiri, 2020).
 Success and growth: Initiating and contributing efforts in every additional attempt
towards enhancement of quality facilitates in ensuring success and growth of respective
business organisation.
Existing Process of UBER
The respective business organisation provide ride-hailing services to their customers in
order to smooth-en up their travel to their destination. In order to be precise, UBER carry out
their business operations and activities by providing customers with an online mobile application
to book for their rides. As the respective business organisation operates globally with more than
10,000 cities worldwide, it has a huge network of drivers in order to provide ride-hailing services
to customers in consumer market. There are various major elements in existing process of
respective company in carrying out their business operations which are as follows:

 The Mobile Application: The major and primary business element of UBER has been
considered as their mobile application provided to their customers. For instance, it has
been considered as the whole and sole platform of respective business organisation as it
operates over the in online mode. In order to book a cab or rent a vehicle, customers are
required to look for the same over their mobile application which facilitates all these
facilities according to needs and demands of customers. Moreover, it results in being the
only link between customers and company in carrying out their business operations and
activities in an effective and efficient manner. Even though, assistance is provided to
customers by UBER through their mobile application where it provides a help-desk to
register complaints and queries as well as could contact with customer support
representatives of company. Therefore, it plays a crucial role in overall functioning of
respective business organisation (Fischer, and Duncan, 2020).
 Taxi drivers or riders: Another major element of respective business organisation in
carrying out their operations and activities is the individuals employed as taxi drivers or
riders under UBER. In addition to that. Respective business organisation has been
providing employment to a large number of workforce as drivers in order to serve
customers with ride-hailing services. These drivers are connected with company via
online mobile application which facilitates them in getting rides and drives to be
completed. In addition to that, these individuals are tend towards being employed under
respective business organisation as it facilitates them with various benefits. These

benefits includes flexible working hours or schedules be it part-time or full-time,
uncomplicated process of payment, getting paid for being online even when they are not
accepting rides, etc. Moreover, all these benefits and advantages provided by employers
further facilitate in operating with such a large workforce in different economic nations.
 Customers: All these operations and activities organised by respective business
organisation are carried out in order to serve customers with quality services in order to
meet their demands. For instance, customers in society books their rides with the use of
mobile application which detects their location and look out for nearest available cab or
taxi. In order to be precise, the application raised by customer reaches to operators or
workstation of respective business organisation which is automated towards search for
nearest available cab or taxi. The nearest available taxi drivers are notified about the
application which could either be accepted or rejected by them. As soon as the drivers
accept the request, customers are shared with their details as well as location which
determines estimated time of arrival. Therefore, it is one of the most essential element in
carrying out business operations and activities (Marriott, 2018).
Revenue Generation Model of UBER
 Different segment of Cabs: In order to serve a large number of customers, respective
business organisation has introduced various different types of vehicles to their customers
which could be used by them according to their needs and requirements. In order to be
precise, it includes hatchbacks, sedan, SUVS, luxury segment, etc. which could be chosen
by customers at the time of booking their taxi or cab. Hatchbacks segment of these rides
is the most cost efficient which is generally acquired by customers whereas customers
looking out for maintaining their living standards also considers luxury segment of these
ride-hailing services.
 Surge Pricing Technology: The pricing strategy of respective business organisation
changes according to the existing situation or scenario. For instance, there is generally
lower pricing in normal days when enough drivers are available for serving rides to
customers. In case or situation of higher occupancy of taxi or cabs, UBER practices
higher prices due to inability of sufficient amount of drivers or rides available to them or
in that particular geographical location. Moreover, the determined pricing strategy of

respective business organisation facilitates acquiring maximum benefits out of any
situation or scenario of the market (Kelz, and Tong, 2021).
 Other UBER rides: In order to contribute efforts towards further growth and expansion
of business, respective business organisation has established various other business
models which offers helicopters and boats to customers. Another major initiative includes
motorcycle pick-up and drop especially for customers travelling alone in order to ensure
optimum utilisation of resources. Though, these business models are not available in all
the geographical locations but it has been contributing additional values to the overall
investment of respective business organisation. Furthermore, these initiatives promotes
diversification of business as well as consideration of each and every need of a customer
according to their desire (Lobo, Samaranayake, and Laosirihongthong, 2018).
Customer segments of UBER
The primary and foremost customer segment of respective business organisation is the
group of customers who do not own a personal vehicle. In order to be precise, it also includes
customers who do not like to drive much and prefer use of taxi or cab to travel to a particular
location or destination. These individual customers look out for cost-efficient as well as luxury
options of taxi in order to travel from one place to another. In addition to that, Senior Citizens
make up nearly half of the total rides of UBER as sometimes are not able to as well as not
willing to drive on their own.
Referring to drivers of respective business organisation, management representatives
engaged in UBER look out for individuals owning a personal vehicle and are willing to through
the same. For instance, it also includes people who love to drive as it could facilitate them in
earning a living by serving customers with ride-hailing services. As the respective company does
not directly employs their drivers which encourage for being addressed as partners rather than
drivers (Mizuno, and Bodek, 2020).
Reasons behind success of UBER
There are various reasons behind these achievement of success heights by UBER which
could be determined as follows:
 Problem with local taxis: People in society has faced various issues and difficulties in
consuming services of local taxis including waiting time, higher rates, inconvenient in
reaching to them, etc. For instance, customers in society were required to reach to main

roads and wave their hands before taxis in order to stop them. These problems associated
with local taxis resulted in being a major influencing factor with growth and success of
UBER (Shaikh, and et. al., 2020).
 Strong and Strengthened business idea: The respective business organisation is based
upon resolving the issues or problems faced by people in society regarding convenience
of getting a taxi or a ride. For instance, respective business organisation facilitate
customers by providing them with a platform in order to provide them with access to
book a ride from anywhere.
 Word of mouth advertising: This factor has been resulted in being influencing for
respective business organisation which further led to increasing overall sales of ride-
hailing services. In addition to that, people consuming services offered by UBER shared
their experiences with other consumers in society which further led to higher
consumption of ride-hailing services offered by respective business organisation
(Olkiewicz, 2018).
Identify problems with the existing disadvantages of uber process (that relate to quality) and try
to identify causes of the problems
The primary and major disadvantage associated with business processes of respective
business organisation lies is status of drivers as clarity in employer-employee relationship and
lack of direct interaction with customers. For instance, respective business organisation has
stated that it just acts a link between drivers and customers in order to meet the forces of demand
and supply. The primary and major disadvantage in this particular in this business structure lies
in inability of company in interacting with customers in order to ensure delightful experience to
them in consumption of ride-hailing services offered by UBER.
 Customer Safety: As the taxi or cab drivers are addressed as individual contractors
rather than employees which does not allow control of respective business organisation
over these individual drivers. In addition to that, there has been issues and incidents
where customers has faced inappropriate behaviour from these drivers or contractors of
respective business organisation. Therefore, these unethical practices further result in
degradation of brand image among customers due to lack of direct reach towards these
customers in society (Tsironis, 2018).

 Constitutional Propositions: Respective business organisation i.e., UBER has faced
charges or propositions due to lack of clarity in status of their employer-employee
relationship with their taxi drivers. For instance, it could result in being a barrier in
serving customers with a delightful experience from carrying out their business
operations and activities. In addition to that, it has further led to degradation of morale of
drivers engaged in serving customers due to these propositions alleged over process of
respective business organisation.
 Degradation of quality experience to customers: These controversies among respective
business organisation as well as their drivers has been resulting in issues in maintaining
an upright relationship in carrying out business operations and activities. For instance, it
includes lack of interaction with company representatives as well as inappropriate
behaviour of unsatisfied drivers providing rides to customers. It further results in
degradation of quality of overall service provided to customers in carrying out business
operations and activities (Sarkar, and et. al., 2021).
Potential causes of the determined problem
 Taxes: The primary cause of this issue lies in strategy of respective business organisation
in saving taxes to be paid if they were employing these drivers. In order to be precise, the
respective business organisation has shirked their taxes over their drivers by stating that it
operates as a link between drivers and customers. Moreover, it also includes no sense of
necessity of being abide by employer-employee rules and regulations introduced over
business organisations.
 Inability to organise sufficient vehicles: In order to regulate scale business operations
of respective business organisation, there is a necessity to organise enormous number of
vehicles in order to carry out the same. Arrangement of these required amount of vehicles
could incur immense amount of cost over respective business organisation which could
be fulfilled easily. Therefore, this results in being another major cause of rise of this
particular issue or challenge (Coughlin, and Posencheg, 2019).
Recommend process improvements and provide a rationale for the improvements chosen. Make
sure you describe the improved process
In order to improvise and enhance the existing process of respective business
organisation, there is a need for consideration of corrective measures as well as strategies in

carrying out business operations and activities. For instance, these recommendations are as
follows:
 Revising policy of employer-employee relationship: The respective business
organisation is required to revise their employer-employee relationship in order to
provide clarity in status of relationship with their drivers. Though, it is quite impossible
for respective business organisation to organise sufficient amount of vehicles on their
own but it could appoint these drivers as their employees. In addition to that, these
potential employees could use their own vehicles which could be compensated by
respective business organisation by providing them with additional incentives (Tsai, Lin,
and Cheng, 2021).
 After service assistance to customers: In order to eliminate the issue of lack of
interaction with customers, management representatives engaged in respective business
organisation must look out for effective after sales services to customers. For instance, it
will facilitate them in acknowledging the issues or feedbacks of customers on their
experience of consuming ride-hailing services from UBER. The outcomes of this
initiative will facilitate in acquiring insightful information as well as addressing these
issues to enhance the quality of product. Furthermore, managers will be able to address
positive as well as negative aspects associated with operations and activities carried out
by respective business organisation.
 Looking after privacy concerns of customers: Privacy is one of the major concern of
customer consuming services of respective business organisation. For instance, it
includes address of pickup as well as drop location, card details, contact details, etc.
which are required by respective business organisation to look after. It will facilitate in
boosting up confidence of customers respective business organisation which will
ultimately result in increasing overall sales of services offered by UBER in the market
(Freiesleben, Keim, and Grutsch, 2020).
Rationale behind improvements
The primary and major rationale behind consideration of these improvement lies in
providing customers with services of finest quality with consideration of each and every factor or
aspect associated with the same. In order to be precise, it will contribute various additional
efforts towards further growth of respective business organisation with large customer base

engaged in consumption of services offered by the same. Therefore, it will facilitate in
revamping and enhancement of existing situation and scenario of business operations and
activities (Shah, and Emerick, 2021).
Briefly describe a process change strategy
Quality management comprises of various activities that helps in controlling and
planning the services for the customers. If the services provided are best then only the image of
the company will bring more customers to the company. Process change strategy is required for
enhancing the level of quality in providing the best services to the customers. As per the issue,
between the Uber company and its drivers the company is required to bring some changes in its
strategies and operations in order ton resolve the issues. There are many ways and techniques
which can be used to improve the quality of the services in the chosen company which are
explained below-
 Six Sigma- It is the old and effective way to enhancing the level of quality in the
company. In which the main focus will be towards the customers in relation to after
service assistance. Respective company can change the way it used to operate such as it
should respond promptly to the customers because customers appreciate speedy response
in relation to their issues or queries. In addition to this, the chosen company must offer
some special discount to its customers that will be a way to say thank you to their loyal
customers (Doshi, and Desai, 2019).
 Total quality management (TQM)-It is also one of the best technique which can be
used to keep the customer satisfied and have a long term success. TQM will be helpful in
revising the policy of employer-employee relationship as the company can appoint a team
in order to measure and monitor the tasks done by employees. As the customers are the
crucial for the company and this technique is related to customers. Such appointment of
team and new people will tend to bring more productivity and harmony between the
customers, employees and employer relationship.
Quality is considered to be the most vital factor for every company as the image of the
company depends upon the customers in the market. The quality techniques discussed above are
one of the best techniques as per the issue of employer-employee relationship, privacy concern
and after service assistance to customers. Nowadays, consumers are getting aware about the data
they share that is why the chosen company should limit the access to the data of the customers.

Along with it, the company should add minimum security standards to safeguard the data and it
is also necessary to build the trust of customers. Also, the drivers should be trained effectively so
that they will be able to adopt and implement the change strategy. As per the need and
requirements of the customers for the purpose of better performance in the market. Above
mentioned techniques will be used to elevate the level of quality and effectiveness in the
company. The process of growth will become faster and the company will be able to yield better
results and profits (Paek, and Walker, 2020).
Describe the expected quality outcomes
There are various expected outcomes associated with determined improvement plan
which will contribute additional values towards respective business organisation as well as
customers in society. For instance, these expected outcomes are as follows:
 Satisfied employees: With consideration of contract drivers as valuable employees of
respective business organisation, it will facilitate in meeting their personal needs and
demands. For instance, it has been observed that there have been situations where these
drivers have earned a living below than limit of minimum wages due to latck of rides.
The respective business organisation must offer a fixed salary tot these valuable
employees with additional incentives over completion of rides. Moreover, the
management representatives must look out for profitability according to their needs and
requirements from the same.
 Delightful service experience: When the employees will be satisfied, it will be result in
development of positive as well as productive working environment in order to carry out
tasks and activities in an ideal manner. In order to be precise, respective business
organisation will then have complete control over these employees in theitr working
hours for effective and appropriate behaviour and approach of working. Futrthermore, it
will facilitate customers in getting desired and delightful experience from consumption of
services offered by respective business organisation. Therefore, it will indicate a major
sign of enhancement of overall quality of services offered by UBER in order to meet
needs and demands of their target customers base (Vander Schaaf, and et. al., 2018).
 Smooth functioning of business operations: With the consideration of clarity in
employer-employee role in respective business organisation, it will facilitate UBER in
being abide by regulations and propositions that could result in being a barrier for