Lyft made a splash in the ride-sharing space with glowing mustaches and a friendly demeanor when the company first launched in 2012, but the brand has continued to evolve. As competitor Uber faces increased scrutiny and the recent departure of CEO Travis Kalanick, the field is wide-open for continued disruption and innovation.

Interbrand Global CEO Jez Frampton sat down with Lyft Vice President of Marketing Melissa Waters to discuss how the brand creates a differentiated experience and cultivates growth amid an accelerating technological landscape.

Let’s start by talking about the experience Lyft creates for their customers. You have a well-known competitor and you’re slugging it out, but at the end of the day, you’re actually often using the same assets, the same people. And yet, you’ve managed to create a different experience. How do you do that?

Waters: We take great care to ensure that when a customer gets in touch with Lyft at the very first moment to say “I’m interested in becoming a driver,” we pay careful attention to the way we treat them through that entire process.

You sign up, you get onboarded, you go and get your car inspected—all these things require a high-touch experience. And then we’re there to ensure that, every step along the way, you’re taken care of.

The way we treat our drivers has a great impact on the way our passengers receive that experience. And we’re always amazed at the stories we hear about people who one day experience the same exact car/driver/passenger on a Tuesday with one platform, and the same exact car/driver/passenger on a Wednesday with Lyft, and the way people show up to that experience is entirely different. (Our) people are friendlier, happier, more respectful of one another, and we’re just constantly amazed that in fact the foundation of how you treat your customer leads to the self-fulfilling prophecy of people having the best experience.

Sourced through Scoop.it from: www.brandchannel.com