What are the expectations of taxi passengers and is the industry meeting them?
Users of black cab taxis in the UK typically anticipate a high standard of service. Whether hailing a cab in London or booking one in another city, passengers usually have clear expectations regarding their journey. So, what are those expectations and how are drivers meeting them?
1. Knowledge and Navigation: Taxi drivers are famed for their in-depth knowledge of the city's streets and landmarks. In London it’s referred to as "The Knowledge". Passengers expect drivers to navigate efficiently and choose the best routes to avoid traffic and delays. With topographical tests still in place for taxi drivers, this provides an added area of expertise when compared to private hire services. When taxi drivers combine both their route knowledge and technology used to determine live traffic, you have a combo that can’t be beaten.
2. Safety and Reliability: Safety is paramount for taxi users. They expect vehicles to be well-maintained and drivers to be professional, ensuring a secure and dependable journey. The black cab's reputation for safety is a significant factor in its continued popularity. The taxi industry has made big moves when it comes to the vehicles they offer to passengers. In London a staggering 57% of the taxis are now zero-emission capable (ZEC) which represents a fleet investment of over £450million. While the move is slower elsewhere in the country, moves are being made during a time of rising costs.
3. Availability and Convenience: Taxis are expected to be readily available, especially in central areas and at major transport hubs. Passengers anticipate a seamless service where they can easily hail a cab on the street or book one via apps. The convenience of hailing a black cab on the streets and at transport hub ranks is well known, particularly in central areas.
However, the rise of app booking technology has introduced new opportunities and customer expectations, making it essential for cabbies to enhance their service accessibility. Apps like Gett and FREENOW are bridging this gap for black cabs to help meet the customer’s expectations, but there is undeniably some resistance from some within the industry who refuse to provide app-based services to customers. Maintaining a workable balance between servicing customers on the street, ranks and apps is key to meeting public expectation. Convenience to grab a taxi also relies on the coverage and size of taxi fleet. Currently the number of licensed taxis are falling, not necessarily down to customer demand but more to do with costs, access and regulatory issues, which could in the medium to long-term have implications for the industry.
4. Professionalism and Courtesy: Professionalism extends beyond driving skills. Passengers expect drivers to be polite, courteous, and knowledgeable about the area. The traditional cabbie’s friendly banter is often a valued part of the experience. Good levels of customer service is often rewarded by tips, which can incentivise many to go that extra mile.
5. Fair and Transparent Pricing: Users expect clear and fair pricing, free from hidden charges. The use of meters ensures transparency, and passengers anticipate a fair price for their journey, regardless of the time or route taken. The meter allows the customers’ expectations to be met, but there are some concerns around added extras placed on app booking. Are technology fees, booking fees and high demand fees all part of the expected customer experience when they choose a black cab? The jury remains out on this point.
6. Cleanliness and Comfort: A clean and comfortable taxi is a basic expectation. Passengers look for well-maintained interiors and sufficient space, particularly in traditional black cabs known for their roomy and iconic design. For many drivers, keeping a clean vehicle lends to the self-pride in the business they run. It also increases the chances of tips and gratuity coming their way when coupled with high levels of customer service.
7. Accessibility: Many users expect taxis to be accessible, accommodating passengers with disabilities, luggage, or large groups. The iconic black cabs are renowned for their accessibility features, including ramps and spacious interiors. Accessibility expectations are not always about the vehicle though. A growing number of cities and. towns are restricting road access to taxis, which goes against the grain of public expectation. Sadly this expectation is out of the industry’s hands and lies at the feet of local authorities. Where publicly hired buses go, publicly hired taxis should go.
