A Study on Customer Relationship Management of Call Taxi Organizations in Chennai

A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT OF CALL TAXI ORGANIZATIONS IN CHENNAI

Contents

Introduction: 1

Objective: 1

Customer Requirements on Cab service: 1

Travel Experience by Own and Friends: 2

Service Quality Score: 2

Fast Track: 4

Current As-Is Process - DFD : 5

House of Quality 5

Key Challenges: 6

Proposed As-Is Process - DFD : 6

Recommendations 7

Introduction:

This case study provides an overview of Customer Service Operations and current processes of Fast Track which made a common man to afford TAXI. It is one of the fastest growing & are the most preferred cab service organization, only because of the quality & timely service which we are rendering to our customers. The AS-IS process is mapped using the House of Quality diagram which represents what the customer wants and what the firm delivers. We have also provided recommendations to improve the service quality

Objective:

The objective is to capture the service operations of Fast Track and compare with other service providers like OLA and Uber, particularly, backed by global venture capitalists, are threatening to make every other taxi company in India irrelevant. In this scenario, map the customer service of Fast Track using the House of Quality template to identify the gap between customer expectations and the firm’s current delivery. Recommend areas of improvement which can result in Improved Customer Service

Customer Requirements on Cab service:

• The fare must be economical so that it must be in reach/budget of every person

• Cab must be reach on time on the defined destination

• There must be a large fleet of cabs (AC/Non AC)

• Provide the functionality for customer to make own bookings

• Provide the customer with taxi availability

• Easy payment facility must be provided in cab i.e. by cash or by card

• Payment bill must be provided by cab driver

• Driver’s identification data must be given i.e. driver’s name, id & photo

• graph at the time of booking of cab

• Estimated time for a particular journey must be provided.

• Details of the route must be provided to the customer. Customers can my take the cab by his/her own route.

• The user interface must be friendly so that the user can easily book a cab in few minutes by doing few clicks

• Payment modes can be also of prepaid or post-paid. If the payment mode is prepaid then the customer have to provide its full name, address, type of card(visa, master, electron-visa etc.), account number, bank name, and branch. In both prepaid and post-paid

• At the time of booking the web page must have the interface for the starting point, destination, type of cab (AC/Non Ac), charge per kilometre, cab driver details, time, payment options, service area etc.

• Night charges are also added to the total fare on the basis of per kilometre.

• In the end the report must be generated which shows the customer name, address, source and destination, total fare, driver details and timings i.e. the invoice must be generated If the payment is made at the time of booking i.e. prepaid then it must be shown in the report.

• The information must be provided to the customer on its email id

• Option for customer to provide feedback

Travel Experience by Own and Friends:

We travel through Fast Track, OLA and Uber within Chennai to different places at different occasions.

Service Quality Score:

The service quality is measured using the following table in a 5-point scale

Parameter Description Fast Track OLA Uber Bharat

Technical Quality Ease of Booking Enable Customer to book anytime, anywhere and any mode for instant travel and schedule 3 4 2 1

Choice of Car Type and Model Enable customer to choose AC/non A/C , Hatch back/Sedan, No. of Seats 5 4 3 2

ETA / more Vehicles Short ETA 3 5 4 1

GPS Enabled Unique Global Positioning System (GPS) that pinpoints the nearest driver, vehicle tracking for customer security 3 5 4 2

Economy Fare Lower fare, Less Transparent billing with KM, duration, Fare and Tax 3 5 3 2

Choice of Payment system Enable Customer to pay as they want Credit/debit card/Wallet 3 4 2 1

Outstation service Long distance travel 5 1 0 4

Functional Quality Driver Attitude & Behaviour Smart dress code, good communication, clean habits, do's & don’ts are few of the good practices 4 2 3 3.5

Vehicle Ambience Cleanliness, preferred music 4 2 3 3.5

24X7 call centre support Enable customer interaction 4 0 0 2

Long years in Service Experience in field and customer's mind 4 3 2 3.5

Offers & Free rides Provide customer's offers on rides 2 4 3 1

Feedback/Rate Enable customer to rate the travel and provide feedback 2 4 3 1

Safety measures Let family and friends track your trip progress 3 4 3.5 1