Allen Togwell's Marketing Place

Quite often over the years when asked by the Editor to reply to a letter from a subscriber, my answer, no matter how I word it, has had a tendency to provoke rather than pacify. I say quite often, because for some strange reason at the very sniff of a letter showing signs of developing into a contentious free for all, that letter or email always appears to land on my desk! Now whilst it is a fact that the letter pages of Call Sign - with their freedom to debate every issue under the sun (and with more blood dripping from the pen the better!) - are held in great admiration by the cab trade, I’m not for one moment accusing our beloved Editor of using me to fan those flames. God forbid…

Using – or not using - Metrocabs and Fairways…
However, following one such reply that appeared in the last issue of Call Sign in answer to the gentleman owner of a Metrocab who was aggrieved at having lucrative work bypassing him in favour of a TX1, I have had several e-mails and phone calls, mostly castigating me for my inference that all Fairways and Metrocabs are mobile dustbins. That wasn’t what I was suggesting at all. I was using one example of an incident involving one vehicle…
   It continually amazes me how many times I get slated over an article, which in some cases the accuser has not even read. One subscriber actually admitted this to me saying he heard it from someone whilst waiting on a rank! To his credit, he did apologise after I read him my reply. He also promised in future that he would no longer act on hearsay, but instead ring me or any other Board member to first find out the facts or substance to any rumours before airing a grievance. I was pleased to hear that and would encourage all of you to do the same. My e-mail address is always at the foot of my articles, my voicemail extension is 223 and if you’re passing the door, there is nearly always a chance that someone may be free to discuss the issue over a coffee. After all, why give yourself unnecessary stress listening to crazy rumours that are invariably circulated by those with ulterior motives, when you can hear the true facts direct from a Board member?
   But back to the response to my reply in the last Call Sign and to one in particular from Martin Madden (Y97) whose letter is printed in this issue.
   Firstly Martin, I have never owned a Metrocab, in fact my only experience behind the wheel of one was when I was invited to the manufacturers and had a test drive, something I found quite impressive but well above the price I could afford. Secondly, whatever vehicle I owned, had I heard a specific model was being selected in preference to mine for a particular purpose, I would honestly not have objected at all because having been in sales throughout my whole life, I fully understand the necessity to project the best image possible using the best of what is available. It appears to me that your emotions are causing you to miss the point. Of course the vast majority of Metrocabs are equal to a TX1 or TXII, in fact I recently spotted a G reg Fairway in such a pristine condition that I wondered whether the owner packed it in cotton wool every night. The real problem was this: What chance did I have of getting the best vehicle for the purpose required if I was forced to go through the normal procedure of taking the first available vehicle in the zone?
   It was for that reason that an account was introduced stipulating TX1s only, which frankly is rarely used and when it is, it’s usually for local journeys.
   At the time of writing this article, I was also working on this year’s Annual Report and one of the ideas I had in mind involved a photo using five new taxis, same model but different colours. Again, what chance would I have of achieving this if I made the jobs open to all and I had to take the first five vehicles closest to the office?
   There is an obvious logic in thinking that as all licensed taxis must meet the fitness criteria as laid down by the PCO, why should there be any preference in make, age or condition? That, in fact, is the answer I give when replying to tenders because I know from experience that great emphasis is made in tenders about conditions of the vehicles and the reason why there is requirement to give a break down on fleet size, age of vehicles and model, plus I might add, an indication of the appearance of the drivers. In some instances, these details can be the deciding factor on who wins the contract.
   However Martin, I think you will be pleased to hear that in view of the concerns made by

yourself and others, plus the fact that in recent years we are seeing less and less vehicles of questionable condition, it has been agreed to delete the TX1 attribute from the Board account.
   However, so far as correcting the problem that was the concern of most drivers I had contact me - namely that some lucrative journey’s are being denied to Metrocabs and Fairways in preference to TX1/II - we are working on this issue with the clients where this is allegedly occurring. Unfortunately, it has nothing to do with attributes. The situation has occurred either inadvertently or by intention, whereby a passenger - possibly commenting on how nice a particular taxi was - being informed by the driver that it was possible to get a similar vehicle simply by requesting such when making the booking. Very much the same as when requesting a non-smoker or a six seater. Or for that matter, a Metrocab which appears to be better equipped to take, for example, electric wheelchairs.
   There is little we can do other than to explain the situation to the client and suggest they have a discreet word with the personnel in question. We will also be monitoring the trips and checking the frequency of usage against the model of vehicle and driver.

Private Hire Accounts…
Whilst on the subject of attributes, there have for some time been various subscribers on Dial-a-Cab who are opposed to covering work associated with Private Hire. This is a sensitive issue and obviously as a Board we endeavour, where possible, to meet the needs of our members under the proviso that it’s within the rules and it doesn’t jeopardize our commitment to service and, above all, that it doesn’t affect the views and welfare of the majority.
   During the time I was your Sales Executive, I always worked on the principle of trying to put work in your direction without concerning myself too much with morals and leaving it for you to decide whether you considered it good enough to pay the bills. Credit work, Fixed Prices, Cash, Credit Cards, Charge Cards, Deliveries, Executive, Female Taxicard and lastly sharing work with our competitors both within and outside of the Licensed Taxi industry. I always considered it my obligation to you the members, to bid for everything…
   That we have reached a stage with the assistance of computerisation, that allows our drivers to be selective, is to a degree indicative of our success and for that I am pleased with what little I have contributed to that success. When I first got my Bill, kipper seasons had such a lasting effect on the mind that a pound note had no morals from whence it came or from whom, so long as it was earned honestly.
   However, times have changed as have circumstances and in our endeavour to create harmony within our Society, we have managed to find and activate an unused attribute – the letter T - which was previously used for work that involved drivers having to wear a shirt and tie. Gawd that brings back memories and the slating I got over that one!
   Anyway the ‘T’ attribute will now be used for those trips associated with Private Hire and will automatically be assigned to all of our members, with the exception of those not wishing to be offered this work. So those of you who do not want the ‘T’ attribute, would you please come to the Driver’s Reception where there will be forms available for you to fill in and sign.
   On a personal note, I have no views either way on the virtues of working with the Private Hire industry. Commercially, there is a considerable sum of money being generated that is available to our members, whether you chose to take it is your prerogative. In fact, if a subscriber were to put a proposition banning this association with PH, I would accept that as your democratic right. But rest assured it would have no effect on PH continued existence, as seems to be the misguided view of some. The moment DaC drop them, our competitors would grab them. 20 years ago when they first started to eat into our business in a very small way, I told of the dangers and suggested then and repeatedly since, of the various ways in which we as a Society could damage their credibility. But typically, it was ignored. Now when they are a major force to be reckoned with, backed by moneymen in the city and with the blessing of the Mayor, there is a feeling amongst some drivers that simply disassociating ourselves with them can ruin PH. If only it were that simple…
   One question often asked is how or why do large clients put their Taxi business to the PH sector? There are numerous reasons, some being that they are existing suppliers with a long service record, they have done the rounds of the licensed trade and feel in need of a change, perhaps even the old-boy network 

Allen Togwell's Marketing Place

in some cases may have played its part! But in the main, it is primarily because PH were more willing to deliver what many of the large corporates were demanding - a one-stop shop including Licensed Taxis. Remember, the licensed trade is not losing this business, it is simply reaching us via a third party…

Westminster TaxiCard and Wheelchair Users
Of the many subscribers who regularly cover the Westminster Taxicard account, there were a number who contacted me immediately after the start of the new contract to voice their concerns at the dropping of the wheelchair surcharge. I explained that it was not our idea to do this to be competitive, it was simply a condition of the tender and also the fact that from 8 October 2004, the new Handicapped Persons Discrimination Act deemed it illegal to make any additional charge to a handicapped person using a wheelchair. To those drivers who also cover the All London TaxiCard service, please be aware that this contract has also had the wheelchair surcharge withdrawn.
   As a matter of interest, those of you unfamiliar with this new Government ruling concerning the handicapped would be well advised to acquaint yourself with details as it could affect the manner in which you work. Remember that ignorance is no defence should you unknowingly find yourself committing an offence involving a handicapped passenger.

Prostate Cancer
Finally, and I know this is a depressing subject, but if it benefits just one driver then it has been worth it. At the time of writing, there have been numerous articles in the press discrediting the benefit of having a PSA blood test for Prostate Cancer, with the ridiculous claim that a high reading (above .07) is causing patients to undergo unnecessary treatment including surgery that could leave patients with distressing side effects such as incontinence and impotence. I couldn’t believe some of these articles, which were tantamount to saying that someone with a blood pressure reading slightly above normal would need a triple heart bypass operation! Not only were these articles misleading, they were totally irresponsible because each year in the UK alone, one in twelve men will be affected by prostate cancer - which has the second highest cause
of death in men and increasingly with men in their 40s and 50s.
   The PSA test is simply a guide. If it’s normal, then OK, if it isn’t then further tests will be required before any treatment is recommended - which in many instances could simply be a weeks supply of hormone tablets. It should be remembered that problems with the prostate do not always manifest themselves by regular symptoms, in fact some men have no symptoms at all and have only had the decease discovered through regular medical checks. In others, the more common symptoms are problems when passing water (and I don’t mean when crossing the Thames), a slow urine flow, the need to get up often in the night, blood in the urine etc. Unfortunately, driving a cab is not the best job in the world when in comes to noticing whether there are problems with your bladder, as the opportunity to visit the loo is not always convenient exactly when nature calls. This problem also discourages the willingness to follow the healthy regime of drinking at least a minimum of two litres of water a day.
   Driving a cab in itself is a stressful occupation, so what you don’t need is extra stress concerning your health. Following my last article on this subject, I had a couple of drivers contact me and I’m pleased to say they followed my advice about seeing their GP. They had tests and then spoke to me again about the results, which being typical males they were reluctant to ask their doctors about. It was even more pleasing to hear their relief when being told everything was OK.
   If the condition of your cab was suspect, you would do something about it immediately. This same attitude should equally apply to your health. Think how you would feel if the specialist told you that if you had come in when first noticing the problem, they could have cured you but now it’s too late…
   On that distressing but sincere note, may I take this opportunity to wish you all a happy festive season and a healthy New Year.

Allen Togwell
DaC Marketing
allent@dialacab.co.uk


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