With the majority of passengers booking rides via apps, drivers’ ratings are more important than ever. But instead of worrying about algorithms and marketing, the best approach is to consistently deliver good service – which most taxi and PHV drivers do anyway – and the good reviews will follow.
And if someone does leave a genuine bad rating or makes a valid complaint, take it on board. It shows you are human and can help you improve the service you offer.
Why ratings matter
In its simplest terms, passenger ratings can influence how many bookings a driver receives. Higher ratings can lead to more fares being sent through, while a low ranking could see drivers penalised with fewer bookings coming their way.
One of the best ways to earn and maintain higher ratings is to be consistently punctual. Arriving on time might seem obvious, but it matters to customers who have booked a ride because they have to be somewhere by a particular time. If it is an airport run, they are probably already on edge with baggage allowances as well as check-ins and airport security to contend with, so a taxi turning up late will only make things worse.
The important thing is to be honest, which helps manage customers’ expectations. If you are picking them up after a sold-out rock concert, they will expect to wait longer, but if you tell them 20 minutes, make sure it is 20 minutes. It isn’t always easy to be precise with traffic and roadworks, but using accurate navigation tools will help you give more reliable arrival estimates. In the event of unexpected delays, a quick update to the passenger can ease any tension and reassure them you are on your way.
First appearances matter
It is the passenger who judges the quality of service you provide and the state of your vehicle when you arrive can make a big difference to their overall experience. This is why it is vital that cars are clean, tidy and smell fresh. The slightest thing can spoil a good customer experience so being in the habit of regularly giving your vehicle a thorough clean and keeping up with maintenance can make all the difference.
As passengers get into the car, a warm welcome or greeting goes a long way. Even if a passenger isn’t talkative, confirming their name and destination at the start of the journey shows them you are offering more than simply getting them from one place to another. Even if they aren’t interested in small talk, an occasional update about their journey, such as traffic or roadworks, reminds them that you are looking out for them.
Challenges will arise, such as a blocked route when a passenger is in a hurry, but even if they become agitated, staying calm and explaining that you are finding the best route can help improve the mood.
Building up a good name
Building up a good reputation takes time and the most important factors for passengers are safety and punctuality.
As well as attracting good ratings for punctuality which passengers can review on an app or online, there are other ways to send a strong message about safety.
This starts with having a vehicle that is clean, well looked after, and everything in good working order. Having the correct and up-to-date livery reassures them that they are getting into a reputable cab and displaying your taxi badge lets them know you are fully licensed with the correct taxi insurance in place.
This means that in the event of an accident, you are fully covered for any claims that may arise, which is not only reassuring for passengers but also for yourself because you know that in the event of an accident, theft, or damage, you will be back on the road quickly. The right cover in place allows drivers to focus on the service they are delivering and the financial cost of dealing with an incident.
React to feedback
As well as driving for higher ratings, it is important that taxi drivers read the feedback they receive and make any necessary changes that might improve the service they offer.
You might get the occasional passenger leaving an unexpected poor rating, which could be someone trying to get money back from a fare, but listen to genuine feedback about the condition of the vehicle, the standard of driving, or whether they think you spent the entire trip talking on your mobile to someone.
And while you might not be ready for the latest technology and apps, your customers are, so it is vital that your systems are up to date to include booking via an app, you can receive cash as well as card payments.
Keeping your profile picture and details up to date also helps build trust with passengers who are reassured that you are fully licensed and legal.
Taxi drivers do far more than just drive a car and maintaining your own high standards and professionalism, combined with care and preparation, help create a much more memorable experience for passengers, which is what sets higher-ranked drivers apart. And this, in turn, helps bring in more work.
