plain speaking
As the UK lifts Covid restrictions, how to gear your business for market
T
he united kingdom is returning to post-
community, also promoting business as a safe and ethical taxi service provider. Many taxi providers have been providing free transport facilities for people struggling to get to a Covid vaccination site. And taxi companies are increasing investment in electric taxis that minimise environmental impact. As local venues know your core business ethics and values, they trust you more, thus increasing your chance of generating more business from them. Making small changes such as the ones mentioned above indicate to customers and venues that your taxi company provides more than a basic taxi service. It is also a caring, responsible and green business.
pandemic normality, with phased plans for business resuming as normal. Regulations are being eased gradually but progressively. Various business sectors, including taxi and travel industries, can continue operations with no capacity restrictions, and measures such as wearing a mask and social isolation will be a matter of personal choice rather than a legal mandate, as they are now. Laurence As public venues resume, the UK is already seeing Docherty increased demand for public transport, especially taxis. According to current estimates, the taxi industry will grow to £5.37 billion in 2022. With new technologies that improve the customer experience, there has been a massive shift in how people use private ONLINE PRESENCE hire taxi services worldwide. Recent findings by Taxi Butler highlight The taxi industry must have a strong presence online and offline the change in passengers’ preferences for using taxi services, with an through various traditional and digital marketing approaches. The increase in demand in taxi bookings from venues around the globe. first step is to make a strong – and updated - presence online via your However, for some taxi companies, making a comeback has been website and social media accounts. challenging. How should the industry address key issues? Having a robust virtual presence is as important as your physical ATTRACTING AND ENCOURAGING NEW DRIVERS office. Make use of various social media sites to promote your cab Skilled professional drivers are a taxi company’s brand ambassadors. business. To let people know about the quality of your services, post The main goal of your driver, apart from getting the passengers to remarks from delighted clients on your company’s social media their desired destination, is to make their passengers feel safe and accounts. comfortable. The total number of social media users across the globe in 2019 Stand out by providing enhanced packages to support new and was 2.77 billion and rising. Around 80% of the online population existing drivers. The package could include paid sick leave, maternity/ has made an online purchase. With targeted advertising and paternity leave, and mental health counselling. public relations, fleets and taxi owners can have higher chances of converting a prospective client. AUTOMATING YOUR CUSTOMER SUPPORT TRADITIONAL BRANDING Customer happiness is critical to a company’s long-term success. It The traditional branding of featuring the company logo on your is essential to get clients, but more crucial to retain them. Some taxi vehicles is still a great way to reach more customers. Drive through fleet owners are already providing customers with compelling reasons hotspots or hub zones to make your presence known. Your company’s to prefer their cab service over others. vehicles will stand out from the crowd with brightly coloured, eyeBesides giving discounts and other marketing giveaways, taxi catching vehicle wraps. companies now embrace call centre automation, such as RedRoute, It is a low-cost method of local advertising that can reach to give their customers the attention they deserve. The RedRoute thousands of individuals. A recent study shows that 96% of system automates an average of 40% of all support calls. In most respondents said fleet branding had a more significant impact than cases, customers automate half their calls on just day one, improving other outdoor advertising strategies. And the protection of a logo the total output and customer satisfaction and growing your wrap, can also preserve your vehicle’s condition when the time comes business. to sell it. MAINTAINING A CONNECTION WITH LOCAL VENUES In 2021 we saw a bumpy yet steady rise in taxi bookings worldwide. All taxi companies aspire to maintain reliable connections with According to the Taxi Butler Industry Report, by the second quarter all venues. Taxi booking devices at local venues such as hotels, of 2022, the industry will have grown by 72.7%. With the lockdown restaurants, commercial establishments and nightclubs assist in taxi easing in the UK, and the travel sector opening globally, the taxi bookings. booking industry is facing a confident future. Taxi owners can tie up with local venues across the UK and provide offers, discounts, or occasional free lifts to frontline workers, police n L aurence Docherty is head of sales at Taxi Butler contact@ taxibutler.com officers, or NHS staff. This is a fabulous way to give back to the
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