FREENOW TRADE VIEW: What do taxi passengers expect and how have expectations changed in last decade?
Over the coming months, TaxiPoint will be analysing in more depth what it is that passengers look for in a taxi service and whether the industry is currently delivering on those expectations. We’ll be approaching key trade stakeholders to deliver their views on the topic.
In this first deep dive, we asked four key questions to black cab and mobility app provider, FREENOW, to get their expert take on what a taxi user really wants from the industry.
What are black cab user expectations of the service and how do they perceive the industry?
A FREENOW spokesperson said: “Black cabs are not just a unique part of London's history but remain one of the most important modes of transport for Londoners and tourists alike. Our recent research shows that 1 in 3 Londoners frequently use black cabs on nights out. In addition, 40 percent of passengers we surveyed said that they value the peace of mind travelling via a black cab provides. They also value the trust, expertise and professionalism of black cab drivers who have
completed the knowledge and know London like the back of their hand.
“Today’s consumers are also tech-savvy and used toeverything at the touch of a button – they expect transport options to be available in the same way and appreciate how easy it is to book or pre-book a black cab at the touch of a button.”
Are passenger expectations being fulfilled and how do we as an industry measure that?
“To ensure the trade’s longevity, we need to continue paying close attention to the evolving requirements and needs of passengers using black cabs.
“Speed, convenience and comfort are key for black cab passengers, but increasingly passengers use apps such as FREENOW to book or pre-book their black cabs as they enjoy the functionalities offered
by the app, such as:
Having an idea of how much the ride will cost
Being able to pay via the app using their preferred payment method
Being able to track the driver and how long they will take to arrive. This gives passengers peace of mind as they know when the black cab will arrive to pick them up whether they are at home, at work or on a night out
Being able to share their trip and location with family or friends, particularly when travelling late in the night.
“At FREENOW, we measure customer satisfaction on an ongoing basis and continuously improve our service to ensure black cabs continue to be the #1 choice for travelling around the city.”
How have passenger expectations changed in the last decade?
FREENOW: “Indeed, they have. Passengers have become accustomed to using apps for almost everything, including booking black cabs. They also seek value for money, expecting transparent pricing and competitive rates. This is why it’s important that they can easily access all of this journey information in real-time and in one place to help optimise the route-planning and pre-booking experience for users.
“Consumers today are also much more concerned about sustainability than they were 10 years ago, which in part has been fuelled by changes in people’s commuting patterns. In turn, we’ve been making notable strides towards becoming a net zero platform. Environmental challenges have made the need for action more urgent, and we remain committed to sustainable practices within the industry.
“We’ve been driving the shift to EV vehicles, assisting black cab drivers in making the switch by lobbying for equitable access to charging infrastructure. After all, 70 per cent of taxi trips in the UK are currently done with electrified vehicles and over half of our passengers (51%) prefer to travel in electric black cabs.
“We know a sustainable, shared, and seamless approach will provide our customers with the best service they can always rely on for any journey.”
Why do more people favour apps like FREENOW and Gett over other black cab-only apps currently on the market?
FREENOW: “As the N.1 black cab app in London, many passengers immediately associate FREENOW with black cabs. This also means they know they have the largest number of black cab drivers available in the FREENOW app which reassures
them as they know they can rely on the service whenever they want to order a black cab. Passengers also enjoy the options offered by the app, such as being able to prebook a black cab in advance, the option to use different payment methods via the app, track their driver and see when he is arriving at the pick-up point, or sharing their trip with others.
“In addition, as a leading mobility app, with taxi at its core, our service is available in 150 cities in Europe so our brand is recognised and preferred by many tourists and business travellers who use our service in comparison and that leads more people to use the service versus a service that is only local and not well known.
“Furthermore, FREENOW has been championing the black cab trade for many years which reinforces its association with the trade. For example, FREENOW is ensuring there is a healthy pipeline of new drivers joining the trade via our Knowledge subsidy and provides unique insurance support. By doing this, we’re ensuring the industry’s longevity remains intact and that there will always be black cabs available when customers need them so that we continue to provide this vital service.“
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