Ride-hailing company Uber has announced its new rewards program targeting customers. Uber Rewards will comprise new features that will offer access to the highest-rated drivers, remove cancellation fees and provide dedicated phone support.
Uber's new rewards system comes in the same week that ride-hailing competitor Lyft announced plans for a rewards program which will be rolled out in December.
According to Uber, its new reward system is a "first-of-its kind program". Following activation of the reward system the user can gain points across its Uber and Uber Eats. Like its employee loyalty program, Uber Rewards will split membership to the program into its four categories: blue, gold, platinum and diamond.
The point-based system will vary across platforms, with riders receiving two points for UberX, UberXL, UberSelect, uberWAV services, and three points for its Black and Black SUV services. To level-up to its superior diamond membership level, patrons will require 7,500 points to access services such as a 24/7 support response rate and surprise upgrades.
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In a blog post, Uber said: "Our customers have told us they want to see a return on their everyday spend, and care about price consistency, being on time, and the quality of their experience. So we kept this feedback top of mind as we designed the benefits."
The new rewards system will initially only be rolled out to US customers, with plans to start in Miami, New Jersey, Denver, Tampa, New York, Washington, DC, Philadelphia, Atlanta and San Diego over the coming months. In cities in which it is not currently offered, users can join a waitlist.
Uber stated that it would aim to roll out its new reward program to include its bike and scooter-sharing services, however, no release date was mentioned.
The new customer rewards system follows the company's recently unveiled employee loyalty program, Uber Pro, offering drivers rewards such as extra pay, discounted gas or tuition-free college degree