There are a couple of things that provide high advantage to these companies –
- Provides them a feedback loop for their product/services
- Helps them creating a better experience for good riders/drivers
Feedback Loop –
For consumer centric companies it is very important that they provide a really great experience. When they take ratings of drivers from riders and vice-versa, it helps them understand their customer. E.g. many customers might give low rating and say that the driver didn’t know how to use the driver app. This gives the company an indication that they need to improve on their training program for drivers. Similarly driver’s feedback on customer can be that the customer had a lot of luggage. This can help the company to create a new kind of service where customers can get cabs which have carriers on top.
Better Experience –
The matching algorithm can take in the ratings as a parameter and match riders with drivers using that. So good drivers get the best customers while the not so good drivers get the average customers.
Now for instance, if there is just one cab and 4-5 customers try to book the cab, the cab should be made available to the best customer. This makes sure that the driver gets a customer who will have him wait for the least amount of time and also create almost no issues during the ride.
Similarly, if a take a case vice-versa where there are multiple drivers but less number of cabs, the best drivers should get customers first (Assuming all other parameters such as distance, time to reach are same). Again, since they have the best rating they will reach the customer on time and customer can have a more pleasant ride with less chance of an issue being reported.