Customers aren’t the only audience that matters.
Transport for London, the governing body overseeing London’s transportation, is hitting Uber where it hurts.
Uber’s private hire licence will not be renewed after 30 September. http://pic.twitter.com/uC2N1pZSTb
— Transport for London (@TfL) September 22, 2017
The statement highlights TfL’s belief that Uber lacks “corporate responsibility” and TfL has therefore decided to not renew. London Mayor Saddiq Khan said the authorities had been “reluctant” to strip Uber of its license.
"All companies in London must play by the rules and adhere to the high standards we expect -- particularly when it comes to the safety of customers," [Mayor Khan] said in a statement. "Providing an innovative service must not be at the expense of customer safety and security.”
The TfL’s statement pointed to four major points for revoking the license, including the use of a software program called Greyball. Uber spokesman Tom Selvidge rejoined that Greyball had never been used “or considered” in the U.K.
“Our pioneering technology has gone further to enhance safety with every trip tracked and recorded by GPS,” [Selvidge] said, adding that the company had “a dedicated team who work closely with the Metropolitan Police.”
The promise might be too little too late, after a string of PR debacles has left Uber’s corporate image on shaky footing.
Uber has faced an array of controversies, from allegations of sexual discrimination to its use of software to evade the gaze of authorities. Those and other issues contributed to the removal of its founder, Travis Kalanick, as chief executive this year, leading to a search that culminated in the appointment in August of Dara Khosrowshahi, the former head of the online travel site Expedia, as its new leader.
Now Uber has little social capital left to convince authorities that it has changed its ways. Yet among riders, Uber remains popular as a cheap and easy mode of transportation.
[RELATED: Arm your team with the latest crisis communications strategies and tools.]
When a black cab tells you it'll cost you £40 from central London to your home when Uber charged you £12. http://pic.twitter.com/P00d3xhAjE
— Mike Sanz (@mikesanz19) September 22, 2017
For most people in London, it isn't a choice between taking an #Uber or a black cab. Most people live in zone 3+. It's unaffordable.
— Lotty Earns (@lottyburns) September 22, 2017
Uber is now left to play politics, relying perhaps on consumers’ outcry and directly assailing London authorities, saying they “caved”:
#Uber's licence in London is not being renewed. Uber spokesman Fred Jones says @SadiqKhan and @TfL have "caved to a small minority" http://pic.twitter.com/UJyVZwwtZT
— Sky News (@SkyNews) September 22, 2017
Some activists believe Uber has failed to meet the basic standards required of any employer:
After losing London Licence, Uber says it will now focus on neglecting basic worker rights elsewhere.
— HaveIGotNewsForYou (@haveigotnews) September 22, 2017
Others believe Uber is unsafe for women:
I am genuinely thrilled for you. X and for all young girls and women at risk from @Uber in London. #Uber https://t.co/X98ND2H0L3
— Katie Hopkins (@KTHopkins) September 22, 2017
Some riders still remember the good things Uber has done in recent times of turmoil:
Did we forget that when the terror attack in London Bridge happened, Uber took anyone that needed them for FREE, black cabs where were u?! http://pic.twitter.com/6blFtbOco2
— Milena Sanchez (@Milenasanchezx) September 22, 2017
More of that kind of goodwill effort, coupled with a strong PR campaign, could change Uber’s fortunes—or perhaps a more substantive reworking of its culture is required.
Communicators, how would you respond to seeing your client or organization lose an operating license? Has Uber made the right moves this time? Please let us know in the comments.
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