Creating a sustainable customer base is the goal for every taxi driver and operator. It’s great to have the occasional lucrative special trip, but drivers rely on loyal, regular, local customers who appreciate friendly and reliable service.
That loyal customer base doesn’t happen overnight, but consistently delivering good service means today’s one-off fares will become regular customers in future.
Legal
The first and most important step is to make sure that you and your vehicle are properly licensed with the correct taxi insurance in place.
This protects you, your business and your passengers in the event of a claim.
Making sure all licensing badges and plates are up to date reassures people that they are getting into a legitimate cab or PHV.
Regular customers want drivers who are trustworthy, reliable and friendly, and they will return time and time again when they find them.
Spreading the word
Taxi drivers, like any business, have to make sure people know about the services they are offering.
Technology offers plenty of ways to reach new customers and while bigger budgets create spectacular campaigns, the two digital must-haves are an online booking function and an up-to-date Google My Business page.
Once customers find you on Google and enjoy the quality and level of service you provide, they will come back again and again – and will share all-important word-of-mouth recommendations.
Marketing
The area you work in determines the best way to promote your business.
If you operate in a busy city centre, there are usually plenty of fares waiting to hail your cab from a taxi rank or in the street. Making yourself available outside busy bars and nightclubs at closing time is another good opportunity to pick up work.
The use of booking apps also helps people find the nearest cab or PHV so at busy times, jobs often arrive quickly in the same area.
It’s good to establish links with local businesses which could see you both benefit from extra customers. As well as offering exclusive services, it can be an opportunity to put your business cards and fliers in their shop, restaurant or hotel. Ensuring your contact details are on there, as well as a QR code which takes passengers to your online booking page, makes booking your services quick and easy.
It’s also worth trying to pick up corporate accounts with legal and accounting firms, care homes, medical practices, hotels, etc, which can provide regular monthly bookings at premium rates.
Digitally driven
Almost 75% of people head online when looking for information about local businesses, including taxi services.
You don’t need to be a marketing expert to make sure people find your taxi business online. A few simple steps and an up-to-date Google My Business account will help boost your ranking in search results.
New customers look for what’s nearby and check reviews to see what sort of service is being offered. It’s worth replying to every review, good or bad, to show you listen to feedback and make any necessary changes.
People tend to choose from the top few businesses they find, so the higher your ranking, the more likely you are to attract fares.
Familiar face
As with any business, having a website with key details such as price, contact details and services provided helps potential customers find what they are looking for.
Having a presence on social media sites also helps you reach a wider audience and build relationships with customers.
Including promotional offers as well as entertaining images and videos helps grab people’s attention. While you have it, make sure all your contact details are readily available so they can get in touch when they need you.
Meet the team-type pages and posts also help build a rapport with customers because it helps them know who they are dealing with.
Community links
Getting involved in the community you serve sends a positive message to potential customers and is a great way of getting your name out there.
Whether it is giving free lifts to veterans going to Armistice Day services, taking vulnerable children on a fun day out, or sponsoring a local sports team, giving something back goes a long way.
Local news media also love positive local stories, so whether one of your vehicles clocking up an astronomical number of miles, or you’ve just taken your 1,000th passenger to the airport, let them know. It’s all good publicity — and it’s free.
