Last month, Uber launched its delivery service, UberRUSH, in Manhattan. By doing so, the company is entering into another fiercely competitive industry with a unique value proposition — the instant knowledge of a delivery’s real–time location.

UberRush’s prices are on par with its competitors and it has a clean user experience, but what truly sets it apart from its competitors is its live tracking feature, and users’ ability to communicate directly with their courier. There are few business experiences worse than waiting on a delivery with deadline fast approaching and no knowledge of when it will arrive. It’s a rare experience of powerlessness in a what has become a highly controllable business environment. While other couriers send notifications on pick–up and final delivery, they lack the instant gratification that UberRUSH provides — tracking a delivery as it happens. By setting expectations and keeping consumers in the loop in real time, UberRUSH improves the courier delivery experience and allows for last minute audibles.

UberRUSH Puts Information in Customers’ Hands

Grubhub, Seamless, and Dominos have had success with similar services to track food orders. This is the natural evolution of standard business–to–customer communication streams. Digital and mobile have increased consumers’ ability to get nearly everything instantaneously, especially information. With improved customer experience and raised expectations however, comes increased frustration and impatience when an experience is inaccessible, and does not meet their new standards. Simple confirmation and shipping notification emails alone no longer meet consumer expectations.

Most people believe that they can accomplish anything when they have their mobile device — and it is perilous for a business to break this confidence. All organizations need to develop a digital strategy to reduce customer wait times, information gaps, and frustrations.