Firstly, I would like to thank all those drivers that stopped me on the road to offer their comments, in addition to those who wrote into Call Sign. It’s nice to know that - agree or disagree with the article – at least it was read and began a debate, which also continued on the internet....
   There are many who have recently obtained their cab licences and have concerns about their future as a London Taxi Driver. Although I have been a cabdriver for past 45 years and possibly getting towards the end of my career, this is still a great profession and one I am and always will be proud to be associated with. I have seen many changes within our industry - some good, some bad - and have experienced various downturns in the economy that have affected the cab trade. Even through these tough times, have no doubt that our industry will endure. I say this just in case newer drivers are wondering whether it was worth the time and effort of doing the knowledge. But we are in one of the most difficult positions this trade has found itself in - whether radio or non-radio driver.

Fixed prices
   Commenting on some items that have been raised in Call Sign, including fixed prices, you are probably aware that trying to lure clients away from our competitors - let alone selling our service and attracting new account clients who do not know of the services Dial-a-Cab can offer - is extremely difficult. Making contact with those responsible for their transport requirements and costs to their organisation can normally take a myriad of letters and phone calls, taking weeks if not months, just to get through the front door for a meeting! If or when a meeting eventually does take place, we are ever mindful of the expectations of the client, which will include cost saving strategies and of course service. Being seen to save the customer costs or at least being comparable with their existing transport supplier, is of course important. Cost saving may include fixed prices for regular journeys, especially at night. But bear in mind that any customers cost savings must not jeopardise the service we provide.
   During the past months, some DaC members have spoken to me with a view to offering fixed rates 24/7 and have said they don’t mind working for less than the meter fare. Would this strategy help to obtain new clients? It might, on the other hand once you have reduced costs, it is difficult to make an increase if and when the work gets better. I am sure you have heard this many times before.
   I appreciate those members are sincere and would take trips under the meter fare, but many would not. Sometimes, to keep an account from going to our competitors, we have been known to offer fixed rates during the day to airports and for regular and longer trips. Nonetheless, if the journey takes longer than originally calculated for whatever reason, some drivers would demand an extra payment to meet the meter fare. There are also a number of members who will not accept fixed prices under any circumstances and have instructed Driver Services to indicate that fact via the Data system. I can’t understand that. I’m sure those drivers would accept a street hiring for less than the meter if the trip goes, say to the airport or a home direction?
   Coverage can be a problem even when work is sparse, for example trips being dispatched and being rejected because the driver wants to take a gamble an where the next one is going or perhaps they may not like the direction of the job? Or they may be in the wrong place at the wrong time ie not in the correct zone and in breach of the rules, thus not being able to get to the pickup within 10 minutes. This adds to poor coverage and less than excellent service.

Going Home trip (Code 77)
   This was a great innovation for both the driver and customer when it was implemented some years ago, however, a number of drivers abused the system. If I can draw

HOW CAN WE WIN BACK OUR WORK?

Improved earnings
   I was somewhat bemused with a comment one member made about the fact that he thought I was the Board Member who was able to change his fortunes and put extra revenue in his pocket. Remember the old saying that there is no "I" in Team, all of us have to give the best possible service. I do not see anywhere in the various responses about how we can actually attract customers, only how to increase driver’s revenue. Sometimes the trip offered is not always the great earner we would like, however, to give the service the customer has come to expect from us and is now getting from minicabs, we may have to run a bit further and negotiate poor traffic conditions to pick up our passengers. Do I want to run a long way to the pick-up? No I do not ....do I like to have the choice whether I wish to reject a job I don’t fancy? Yes I do, however, over these many years I have come to realise that choice is a courtesy and not a right. Driver’s choice has always been the Dial-a-Cab way, I don’t want it to change but it may have to.
   I also took note of a member mentioning Addison Lee, which is no doubt one of the largest suppliers of private transport in London including cars, vans, bike couriers and now coaches. Incidentally, after making a phone call, I was told that Addison Lee charge a minimum of £11 for any of their car journeys.
   Another member mentioned that some of his passengers consider DaC is expensive and should reduce its service charges. On that point, I would suggest the service charges made to the client are miniscule considering what the meter rates are and the customer services provided. The customer understands and is willing to pay reasonable service charges, what they find difficult to understand is why the taxi service is so much more expensive than car companies? When explanations are given on the cost to maintain such a service, the increasing cost to purchase a taxi and the ever-increasing cost of fuel as in other industries, they do understand but couldn’t care less about our running costs. They one thing they do know is about keeping transport costs as low as possible.
   It is important to point out that cars and taxis are not the only form of transport used by large corporate organisations, flights are also an extremely important mode of transport organisations and millions are spent every year by large accounts on their transport costs. Where they can reduce costs, they certainly will.
   One member asked about offering new products; well a chauffeur taxi service - which was mentioned - has been tried ( ComCab’s Club Class). Unfortunately it was a short-lived service, even with suitably dressed drivers offering a VIP service. The reason why I believe it failed is because a cab is a cab is a cab! But yes, we do need to offer new

Martin Cox letter
   I was pleased and somewhat surprised to have received a comment from the opposition -namely ex-taxi driver and Radio Taxis Board Member, Martin Cox. There isn’t much I can say about his comments, other than customer costs are less for his clients due to the driver’s take home pay expectations being less than our drivers have come to expect. We are two different industries with differing needs for both drivers and customers. Some of his points are worth looking at, but he forgets that unlike his company, Dial-a-Cab is a mutual trading organisation and the Board is reliant on the support of the members.

Trade bickering...
   Those that know me personally know that I am non-partisan and not a political person, but there is one point I would like to make and that is in regard to the bickering between the various representative taxi organisations. Over the years there has been some success in the fortunes of the cab trade through the endeavours of some representatives within these organisations. If there was just one representative body that all London cabdrivers were members of - including the radio circuits, support services, manufacturers and others - can you imagine how much clout our industry would have?
   I did think the London Taxi Board was the way forward, but hey ho that went to pot due a lack of coordinated spirit and self interest by one of its members. Radio circuits and minicabs at the airport comes to mind. So far as DaC is concerned, we are fortunate that our Chairman goes to many meetings making sure the best interests of Members are to the forefront. How easy would it be for someone to be sitting around the table, who is representing every driver? If these organisations can work together to a degree, as some do, why not then just have one?

Dial-a-Cab on the offensive?
   We need to go on the offensive and win back work from minicabs. But how do we do compete when the cost difference is there? These are the points we have to consider: Do we really need a run-in to pick up passengers? Do we have a right to expect a gratuity? As radio taxi drivers, is it commercial sense to reject trips because we don’t fancy them? The questions I pose may have an effect on the revenue DaC receives from clients..
   Making any radical changes, especially with the lowering of charges, could pose problems if and when the economy improves, because it may be difficult to revert to the original charges. Many consider the green badge to mean that independence and choice is a right that is being eroded by minicab competition and our ever-increasing costs. We all want to keep our standard of living to what we have become used to, so as shareholder members of the Society, the Board must have your support and confidence in any changes it deems necessary.
   In my view, some changes need to happen sooner rather than later. The Board knows what changes should be made to win back work, but is in an extremely difficult dilemma as those few members that attended the recent AGM will have heard from the Chairman. In response to a question that related to no run-ins and non-rejectable trips to try and win back work, Brian said if the Board took that track, it would almost certainly be overturned by a proposition at the next AGM and could thwart forward planning and restrict direction.
   As a mutual trading company, the driver shareholder has the last word via the voting procedure and will allow or disallow the Board to make sensible plans. If changes need to be made, the shareholders must give total support with the confidence that the Chairman and the Board will always act in the best interest of the members. That’s why they are Trustees...

Mike Son’s views are his own and not necessarily those of the Board...