"Last year was pretty tough, I will not lie," says Peter Deng Uber's Head of Rider Experience. But as part of the new CEO Dara Khosrowshahi's push to bail Uber for safety, Deng says, "We've seen how the company listens more."

This focus on the concerns of listeners has triggered change today. Do you have a bad Uber ride when you are busy and you might neglect to rate the driver or rush by mistake by giving them 5 stars. Forcing users to wait until a ride ends to give feedback deprives them of a sense of control, while reducing the number of accurate data points Uber needs to optimize its service.

I just had that experience last month, which made me tweet that Uber should have us rate the rides mid-ride:

Uber seems to have felt similar, so makes an update . As of today, Uber users can rate their journey in the middle of the ride by giving a star rating with categorized and written feedback and a compliment or tip at any time instead of having to wait for the trip to finish. "Every day, 15 million people drive to Uber, so if you can incrementally get more and better feedback … we'll use that feedback to improve service," says Deng. Lyft still can not rate you until a ride is over.

In particular, the data is used to "detect high-quality drivers … through a new program that launches in June," Uber tells me. "We're going to celebrate the riders who really provide great service," Deng says, though he did not want to say whether this celebration will include financial rewards, access to additional driver benefits, or just a slap on the back.

But Uber will now also use the feedback options that appear when you rate the technology on its back-end less than perfect. So, if you say that the pickup was the problem, it could be classified as "PLE – Pickup Location Error" and this data will be forwarded to the team, which comes exactly where the drivers are told to pick you up. To ensure that there is no tension between you and the driver, Uber will not share your feedback anonymously until the journey is over.

I asked if requesting seat belts would be in this security center and Uber tells me that it is now plan to add information about the kinking. It was a personal task of mine to dispel the myth that professionally driven vehicles are unassailable for accidents. This idea, propagated by heavy Ford Crown Victoria yellow taxis driven by lifelong drivers in the cities they know, does not stand up, as Ubers are often light hybrids, often working in places less known to the driver are.

The launch follows the unveiling of Uber's new In-App Security Center last month, which provides users with access to insurance information, driving tips and an Emergency 911 button. After a year of cultural and legal issues, Uber has to recruit users who have deleted it or are looking for an alternative when they need to be transported.

Increased safety and feedback could earn their respect. As competition for rides worldwide worsens, all apps will seek ways to differentiate themselves. They are already fighting for faster pick-ups and better routing algorithms. But helping riders hear and handle their complaints could trigger some drawbacks to Uber's public image.

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SOURCES: TECHCRUNCH.COM GSMARENA.COM MACRUMORS.COM FIRSTPOST.COM ANDROIDCENTRAL.COM PHANDROID.COM TECHSPOT.COM
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