In today’s episode of travel companies gaslighting customers, Uber has decided to reduce the rewards for Uber One members. That’s fair enough, I suppose… except for the fact that the company is claiming this is an improvement?!
In this post:
Uber reduces rewards for Uber One members
Uber has it Uber One subscription service, which costs $9.99 per month, or $96 per year (it’s also offered as a perk with select credit cards). For that, you receive perks like Uber credits with each ride, $0 delivery fees on select Uber Eats orders, etc.
Uber has just emailed Uber One members, to let them know that the 6% back on spending in the form of credits will be reduced to 5%. Here’s the email to members, as flagged by View from the Wing:
We’re always looking for new ways to improve Uber One, evolving what we offer based on what members value most. We’re making a few updates and want to share what’s changing.
In the coming weeks, eligible rides will start earning 5% Uber One credits instead of 6%. Credits can continue to be used on future rides and Uber Eats orders.
We’ve also recently introduced new member benefits that let you:
- Share your membership with family: Add one additional adult and teens from your household at no extra cost, so they can enjoy Uber One benefits too.
- Travel abroad with your benefits: Membership benefits apply in 45+ countries where Uber One is available.
- Unlock savings on hotels: Earn 10% Uber One credits on hotel bookings through Uber and get up to 20% off stays at select properties.
You’ll continue to get Uber One benefits including $0 Delivery Fee on eligible orders, Surge Savings on eligible rides, and other exclusive member benefits.
Why do travel providers have to outright lie to customers?
This change to Uber One is… whatever. I mean, I’m not happy to see rewards reduced, but it’s not the biggest deal in the world. What bothers me is how it’s communicated:
- The company claims it’s “always looking for new ways to improve Uber One,” so you’d think that means positive news will follow
- The email then goes on to state that “we’re making a few updates and want to share what’s changing,” even though the email only lists a single update, while referencing some updates that have been made in the past
- That intro about positive changes is then followed by news that rewards will be slashed
I just don’t understand marketing professionals who act this way. I just can’t imagine in what low regard these people must hold their customer base to think that this type of communication will be well received.
Some people might respond with “well what do you expect them to say?” I dunno, how about the truth? You don’t have to say “oh, we’re making the program worse,” but instead, just announce “the thing.” By all means tell people you’re making a change, and explain that you’re always looking to evolve the program and invest in what people value. But starting an email about bad news by making it sound like good news is just downright insulting.
Others might say “why even write about this, all companies do this?” Well, I wouldn’t say all companies do this, but yes, many do. My hope is that if companies keep getting blasted for this kind of behavior, maybe they’ll think twice about communicating this way in the future. Maybe that’s not realistic, but hey, one can dream, right?
Bottom line
Uber is reducing rewards for Uber One members from 6% to 5%. Obviously reducing rewards by 17% isn’t great news, but what I find even worse is how it’s being communicated.
The company starts the communication by telling members that the company is “always looking for new ways to improve Uber One, evolving what we offer based on what members value most,” and then the only new news in the email is about how rewards are being cut. C’mon, marketers and comms folks, do better!
What do you make of these Uber One changes?
I spend about $1000 per year on Uber rides. This change will have a $10 effect on me. If that were it, would I care? But, by piggybacking on my Uber One, my wife doesn't need her own Uber One to receive 5% back on her rides. Which might be $10. For me, it's a wash. But, certainly, outrage will be expressed.
I got this email the other day as well and thought the same thing that you posted Ben. Uber has always offered a masterclass at lying like this, so while always disappointing, it’s never surprising.