In this episode of Masters of MAX, host Tom Butta welcomes Zach Greenberger, the Chief Business Officer and Head of Partner Experience at Lyft. Zach provides insights into Lyft’s strategies aimed at enhancing customer experiences and building lasting trust with both drivers and riders.
Throughout their conversation, Tom and Zach discuss Lyft's focus on creating value and connectivity for both riders and drivers, such as innovative features like Women+ Connect, which increases drivers’ chances of matching with more women and nonbinary riders. These initiatives not only cater to user needs but also deepen the emotional connection with the brand by integrating new technologies and ad-tech solutions into the customer journey.
Zach also explains how the company’s understanding of first-party data allows for contextually relevant advertising, enhancing rider experiences without being interruptive. He touches on the strategic partnerships and tools Lyft employs to encourage people to get out of their homes, combating the loneliness epidemic by linking them with experiences and destinations.
Finally, Zach offers valuable advice for businesses looking to master mobile app experiences, emphasizing the importance of frictionless, user-centric design. He showcases some of Lyft's strategies for providing seamless interactions and highlights the power of live updates for real-time user engagement.
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Guest Bio
Zach Greenberger is the Chief Business Officer at Lyft, where he leads efforts on Lyft's growth partnership strategies and delivering value to the end-to-end supply chain. Zach has not only brought a strong procurement background to the role, but he's also always had a passion for emerging technologies and a customer-centric approach.
Prior to joining Lyft, Zach was integral to the Global Supply Management and Operations team at the Tesla Corporation and before that, he spent 3 years at IBM as a Strategic Sourcing Consultant.
With an impressive list of over 20 technology patents under his belt, Zach stays committed to driving loyalty to Lyft's customer base while continuing the company's mission to improve people's lives with the world's best transportation.
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Guest Quote
"The less clicks, the less taps, the easier to navigate, the better. In order to create real value, things need to be super easy to navigate and understand. And that is really complex, especially when you're working to come together with a partner to create an experience for a user. It has to be done in a way that is easily digestible, easily navigatable, and easy to understand." – Zach Greenberger
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Time Stamps
*(01:43) Lyft's authentic obsession with their customers
*(03:10) Why trust is critical to success
*(06:54) What is Lyft's biggest competitor?
*(09:25) How ads can uplift the user experience
*(13:13) Incentivizing users to experience the world around them
*(18:49) Zach's advice for others out there
*(21:18) Rapid Fire Questions
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