From the perspective of a taxi company, the role of a business
owner is not exactly the same as other businesses. In Singapore,
taxi companies are a blend of service provider, transport and
landlord (for renting the vehicles) - all in one.
With the recent invasion of Uber and consumer spending getting more
frugal, how can a taxi company stay relevant in Singapore?
In line with our mission to fight the consumers' corner (helping
Singaporeans get more for their money), we at GET.com have 4 suggestions for taxi
companies here to consider when it comes to retaining taxi drivers
and getting more business in return:
1. Invest In The Cabbies’ Well-Being
Even though taxi drivers are not considered as ‘employees’ of the
taxi companies, they are still the face and body and soul of the
taxi company.
Taxi companies could incorporate some kind of group health
insurance plan for their drivers, and allow a certain amount of
rent-free days for when the driver doesn’t feel physically or
emotionally well enough to drive.
When the cabbies feel they are cared for as humans, they are more
likely to be happier drivers, and that can also lead to a more
positive image for the taxi company.
2. Improve On Technology
This is the age when people are relying more on their tablets,
smartphones and computers than newspapers and TV. Thus the most
natural way to reach your target audience would be having a company
app that commuters find useful. It should be easy to navigate and
have an attractive design to entice people.
The app could be personalised to remember commuters’ most
frequently visited places and birthdays. As rewards are always the
best way to make people happy, companies can better retain
customers by linking them up with discounts and birthday fares.
Make your business a part of customer’s life and these customers
will find it hard to leave.
3. Set Up An Online Forum
In cases where the mainstream media do not cover, the public will
take the issue online. These days, online reviews and discussions
tend to travel faster and have better penetration than what is
reported on the TV.
Taxi companies can set up a forum where members of public can post
their compliments (only compliments!) on the platforms for all to
see.
The forum should allow commuters to upload pictures of cabbies and
share how these cabbies made their journey an enjoyable one. This
can encourage taxi drivers to improve, giving them a moral boost on
their mundane job when they best need it.
Such sharing of positive stories also cultivates kindness among
commuters towards cabbies. On the other hand, taxi companies should
give some rewards for the good cabbies and post it on the forum (of
course!) to show that the companies are appreciative of the
cabbies’ good service.
Once a month (or more frequent if resources allow), the forum
master can post an interview with some good cabbies to let the
public understand better about our cabbies, and that they are human
after all with their own life perspectives, family views and work
attitude.
This will shorten the distance between commuters and cabbies, and
serves as indirect advertisements for taxi companies.
4. Upgrade/Improve Existing Tools For Cabbies
Directions and routes are essential to a cabbie’s livelihood. Taxi
companies can help their drivers to be more efficient by improving
its GPS system, so as to better track their customers and cabbies’
behaviour. The GPS system can also recommend best routes to a
destination for cabbies to list out for commuters to choose, and
prompt taxi drivers of any traffic jams or road blocks to
avoid.
Another suggestion is to have an "emergency" button built-in for
cabbies to press when a passenger tries to rob/physically abuse the
cabbie. This will ensure the safety of both passengers and
cabbie.
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