You know you’ve made it in business when your company name is used to replace a noun - in this case ‘taxi’. “Call an Uber…” has become part and parcel of our urban lexicon, yet despite drivers in more than 85 countries around the world, a lot of the success stories we hear originate from the US. Adi Tobias, Head of Customer Experience for Uber across seven countries in Sub-Saharan Africa, believes getting the balance right between customization and repeatability is core to designing customer centric processes and products. Adi’s passion is creating repeatable customization and personalization that hits the mark again...and again...and again. We caught up with her about designing experiences for a ‘5* rating’. (Spoiler alert – you’ll hear that term repeated a lot in the full interview!) Join our movement to make every customer experience awesome - www.frontlinemagic.org ‍