|
Credit Cards Whilst I've touched on the subject of our credit card service in recent articles, I would like to expand further in this issue because the facility is really beginning to take off and could well become a major source of regular business. 12 months ago, we would take just a nominal amount of credit card ride bookings each day. Since then and with the support of a modest marketing campaign which comprised mainly of drivers give-away literature and receipt pads, the business we have done with the use of credits cards has increased to over a million pounds. When the credit card marketing flyer which coupled as a receipt was produced, there were a few dissenters who complained about the size, but to their credit they still took them and together with our usual conscientiousness band of members, diligently distributed them at every opportunity. The result, I'm delighted to say, speaks for itself and to all those drivers, I offer my sincere thanks. But please let's not stop there; we need more of you to get involved. At the moment the number of our subscribers who distribute our literature is probably no more than 25% of the membership. Remember, it's your Society and like any self-employed person, generating future business is essential if we are to survive. You guys are at the sharp end and whilst I've often said that the actions of the unscrupulous few can close an account, conversely, with a little bit of applied initiative, actions of a positive nature can have the opposite effect - especially when it leads to additional work. It is no bull when I say that you are our ambassadors, because it's true, you are also an extension of our Sales force. What company wouldn't love to have a sales force of over 2.000 men and woman promoting their business on a daily basis, which apart from encouraging the casual user to use us on a regular basis, could also develop into a new account opening! That development incidentally, in addition to bringing in extra work, will also earn you the added pleasure of receiving a £20 bonus for the tip-off! So please play your part, it really will pay dividends as already has been proven. Obviously we are not the only taxi company supplying this credit card service, both Com Cab and RTL have regarded this facility a major part of their business for some time and because of the manner by which they operate this service, it has been a very valuable and important source of income, but not without first investing absolutely mega bucks on promoting it. I, unfortunately, don't have a marketing budget supported by rich benefactors from the Orient, so on this occasion I am adopting the policy of letting others lead the way on promoting a product and once established, to ride on the back of what's already been achieved and then implement new ideas on how it can be improved from the |
ALLEN TOGWELL'S MARKETING PLACE |
|
|
moment we start! And that is exactly what we have done by offering this
service not just by 'hail and ride off the street or by phone, but being the
first and only taxi company offering i credit card booking service LIVE,
real-time via the Internet. Anybody with access to the Internet can go to the Dial-a-Cab Website - www.dialacab.co.uk - and then by clicking on the flashing icon at the top right of the screen, get immediate access into our computerised booking system exactly as if they were one of our call takers in the call centre. There is no need to contact us first for permission or authorisation to get access. They simply insert details of their card, then follow the instructions on how to book, recall or cancel a taxi. It's simple, it's brilliant, it's technology at its best - built and designed in-house by Dial-a-Cab. Needless to say, with the figures proving that there is a growing demand for the credit card service, we are using this impetus by further increasing our marketing output. In addition to the present literature, several other items have been produced which because of the individual cost, unfortunately cannot be made freely available to drivers as we do at the moment. However, one of the items - a credit card size plastic give-away card in a small coloured folder - can be made available to those drivers who genuinely request them. At present, our Marshals when covering events that require cash cabs, are distributing these cards. On a negative note (1)... Tip-up Seat Ads On a negative note (2)... Drivers refusing ChargeCards
and Credit Cards. |
 particularly in busy traffic when the meter couldn't be engaged until all the details were completed, plus the necessity to bring the slips to the office for payment - there were was a valid reason why some drivers chose not to do them. But this is no longer the case. The swiping of cards on the new MDC takes seconds, it can be done on route and there is no requirement to hand in receipts for payment. So there is absolutely no reason why any driver should be apposed to offering this service... Our acceptance of credit cards and chargecards is advertised to all of our clients as an alternative method of booking taxis via the phone and the service is available from any of our vehicles carrying our branding on both the doors and front windscreen. Any driver deliberately refusing to honour this service is reneging on the agreement we have with our clients and could well find themselves facing a complaint of bringing the Society into disrepute. It gives us no pleasure to penalise any of our members, but unfortunately such actions are sometimes necessary if it is for the protection of the majority and the future of the Society. I would suggest that for the avoidance of such complaints taking place, any driver not wishing to comply with the promise we make to our clients concerning our credit / chargecard service, would be advised to reconsider their position as a Dial-a-Cab subscriber. Whilst still on the subject of credit card rides, an incident occurred recently that might be of interest to those of you who are not completely familiar with every aspect of accepting credit cards. I received a call from a very irate client complaining about our service when using his credit card. It was caused, in his opinion, by our drivers acting in a duplicitous manner. His opinion was based on his assumption that our members were employees. The client in question regularly books taxis to the airport using his credit card and when the drivers arrive at the pick-up address and swipes the client's credit card for validation, the client is persistently being told the card is invalid and he would have to pay cash. Hence the allegation of duplicity. On investigating the incident, it transpired the client was booking the taxi with one card and mistakenly giving the driver a different card to validate. In this particular instance, what the driver should have done was go to voice, request the job be scrubbed from the system and then simply swipe whatever card the client offered as though it was a street hail. Allen Togwell |
|
