More than nine in 10 U.S. consumers satisfied with ride-hailing companies, yet brand loyalty remains elusive

Nearly two-thirds (63%) of U.S. car owners who use ride-hailing services said they would consider giving up their personal vehicle over the next decade in favor of ride-hailing, according to new research from Accenture.

Based on a survey of more than 1,000 U.S. consumers, the research found that consumer satisfaction with ride-hailing companies is very strong, at 92%, and that the vast majority (93%) of the respondents expect to maintain or increase their spending on ride-hailing services this year. Despite these findings, however, more than half (52%) of respondents reported switching between ride-hailing brands.

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“Satisfaction with ride-hailing is high, due in large part to reliable pickup and drop-off times, high satisfaction with drivers, and ease of booking and payments,” said Robin Murdoch, who leads Accenture’s global software and platforms practice. “To keep customers loyal, ride-hailing companies need to have better control over riders’ personal data and offer more personalized and engaging user experiences.”

Accenture’s research indicates an opportunity for ride-hailing firms — as well as other platform companies that are experiencing high, organic growth through customer acquisition — to deepen their relationships with consumers by considering the following:

• Relationships must be rooted in trust. Nearly seven in 10 ride-hailers (69%) said that having their personal data protected is an extremely important aspect of the ride-hailing experience, yet only 27% of ride-hailers said they completely trust their provider.
• Brands must have a purpose. Fewer than one in three U.S. ride-hailers (29%) said they feel strongly that their primary ride-hailing brand is a responsible business that promotes environmental and social interests. Additional research from Accenture found that customers are twice as likely to share personal data with brands that give back to their community than they are with brands that don’t.
• Relevance is king. More than half of consumers are willing to ride in an autonomous vehicle in the next year, including in ride-hailing vehicles (62%), their personal vehicle (61%) and public buses (56%). Yet less than half (42%) of U.S. ride-hailers express interest in adjacent services from ride-hailing companies, such as food delivery and alternative transportation modes such as bikes and scooters.

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“The growing demand for trusted and purpose-led brands has placed customer experience at the center of how platform companies create and deliver value for their users,” Murdoch said. “It’s imperative that they have a very clear understanding of the needs and expectations of their consumers before they launch new services.”

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