It was 2019, and the senior manager of strategy and business operations at Lyft Inc. (Lyft), headquartered in San Francisco, had been tasked with helping the company expand its existing vehicle services infrastructure to include individual riders, also known as end users, in addition to drivers. She had information about the competitive landscape within the industry, along with valuable insights from interviews Lyft had facilitated with potential customers. She was aware that in order for Lyft to grow and ultimately scale in as frictionless a manner as possible, the company might have to re-evaluate its value proposition and figure out how to build trust with consumers.
LYFT车辆服务公司：建立信任并重新审视价值主张 Lyft Vehicle Services: Building Trust and Repairing a Value Proposition (Simplified Chinese version)
Mathew Taylor, Eric Janssen
Product #:W28192
Supplier:Ivey
Discipline:Communications, General Management
Setting:Canada, United Kingdom, United States, China, 2019
Subjects:
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Learning Objectives
- 定义价值主张并解释如何创建一个强大的价值主张。
- 解释如何在一个以信任为中心的企业中策略性地建立信任。
- 整合客户反馈并优先考虑来自潜在客户的正确反馈。
This case is intended for use in undergraduate- and graduate-level courses on sales and foundations. This case could ideally be used at the stage of a course when teaching about value propositions: what they are, why they matter, and how to create a powerful one. The case aims to teach students how to develop a value proposition that resonates with desired consumers. By working through the case and assignment questions, students will be equipped with the knowledge to do the following:
- Define a value proposition and explain how to create a powerful one.
- Explain how to tactically build trust in a trust-centric business.
- Integrate customer feedback and prioritize the right pieces of feedback from potential customers.