How Uber Gets Customer Feedback

mtNrf7oxS4uSxTzMBWfQ_DSC_0043.jpgUber’s doing something right: a $60+ billion valuation. Estimates of 1 million rides a day. People can’t get enough of Uber.

And yet they still routinely ask for customer feedback.  They understand that customer feedback is one of the key ingredients for growth.

Let’s take a look at how Uber gets customer feedback based on a recent survey they sent out.


They start with an email – and a nicely personalized one. The copy implies this is an exclusive club of top riders. It deserves your click.

The real winner here is the subject line of this email:

Can We Ask You Something?

Too often when running a survey, all of the effort goes into the creation and not the delivery mechanism. Remember – if the subject line isn’t interesting, we’ll never take the survey. No one will open the email.


The call-to-action opens a few questions on Typeform. Here are the 3 questions:

Here’s what’s great about this: the survey is short. Perfect for fleeting attention spans. The colors are on-brand. Typeform is responsive to any device.

The order of the questions here is interesting, and the first open-ended question is required. This could feel like work for some and lead to respondents bouncing quickly — or it could lead to more thorough, committed responses. Additionally, the NPS survey is in the middle vs. first. It could go first since it’s a quick 1 to 10 scale.


After you finish they survey, you’re taken to a closing screen.

Simple and effective, but two things stood out:

1. There are no social share buttons. This survey is clearly meant for a specific group they want feedback from.

2. The survey was low on personality. It was designed to be a very simple survey, but a minor touch like “we’ll make your next ride with us even better” could be a nice touch.

Even billion-dollar brands take the time to survey their customers, and this shows that it doesn’t have to be fancy or complicated. A simple survey to get customer feedback can go a long way.

10X The Impact Of Your Next Survey

Not all survey messages are created equal, and there are a few things you can do to make sure yours gets the response and feedback you need depending on the action you’re hoping to drive.

Download and bookmark this free checklist and learn the six questions you need to ask before hitting send on your next in-app message or survey: