00:00The easy thing would be to go back to where we were, but really our customers have changed,
00:04the market has changed, and our brand has changed. And so it's really how do we do that through
00:09looking forward. Lyft originated as this incredibly brand connected company with these iconic things
00:23like the pink mustache on the front, undercover Lyft. And then as we went through sort of the
00:28pandemic era, things sort of fell to the background. And I think that I have this really fortunate job
00:34and opportunity to really harken back to like the smile that people get when they think about Lyft
00:42that's been maybe faded to the background in their mind. And looking forward, it's through our
00:47purpose. Our purpose is to serve and connect. We think about how we serve our riders, our drivers,
00:53and the communities in which we operate. And then how do we connect them to the people,
00:57places and things that they love. And so our path to that is through the notion of customer obsession,
01:04and really thinking about not just marketing that is customer obsessed, but our products and how our
01:11products and our marketing serve as a unified connection to our customers. One of the first
01:17examples of that was something that we introduced called Women Plus Connect. And we had this insight
01:23where while our female drivers and female riders and non-binary drivers and riders felt safe taking
01:30Lyft, that they felt this added sense of both community connection when they were matched with a
01:36rider and a driver that was also a female. And so we introduced this product and it has been something
01:43that we hear over and over again is why people choose Lyft is because, and it's not just women and binary
01:50riders and drivers, but even men or fathers that they know that because we have introduced this product,
01:57that we care about our customers. And that's been really important. Even more recently, we introduced
02:04Lyft silver, which, uh, for anyone that has gone through the process of helping their aging parents
02:12continue to live life. And that might be something as mundane as getting to a doctor appointment,
02:17or maybe something more sublime, like going to dinner with friends that getting there, it becomes a more
02:24troubling aspect, right? So maybe they're not as secure in driving anymore. Maybe they're not as secure in
02:31driving at night. And I know that I've gone through this with my own mom. So we launched Lyft silver,
02:36which is an incredibly simplified app experience to start with, to make it really easy to know that
02:44they know how to order a ride and that is going to show up and that they, they feel confident in that
02:50experience. And then it's paired with service such that they have instant phone access to a customer
02:58support representative so that if they have any questions, whether it's meaningful or silly,
03:05they again, have that sense of security to know, uh, that they're there. And so this has been, um,
03:11overwhelmingly positive again, both in that aging parent population, but also in the caregivers,
03:17because they also can help them, uh, you know, book a ride, which is really great. So we just think
03:23about how do we continue to be customer obsessed? How do we continue to serve the various audiences,
03:30that Lyft works with? And, um, and, and that's our journey ahead.
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