When I first heard the news, it was obvious that part of this is just responding to the backlash the surge pricing has received in the press and in social media. But I must also applaud the company for thinking strategically, and more importantly, “humanely” (as the CEO put it) in the way they approach push notifications.
These push notifications will provide an immediate, tangible and timely user benefit. And they give Uber a positive brand halo that shows that they care about their users, even if they are the ones who instituted the variable pricing model. It’s a perfect example of automating push notifications to retain and keep users engaged and loyal to the app, even at a moment when they’re most frustrated with it.