WHAT ARE THE EXPECTATIONS OF TAXI PASSENGERS? Interview with Matteo de Renzi, Gett CEO
In an exclusive conversation with Matteo de Renzi, CEO at Gett, we delve into the current expectations of black taxi users and how the industry is adapting to meet these demands.
What are black cab user expectations of the service and how do they perceive the industry?
“Convenience and shortage of time have always been the two primary drivers for hopping into a cab. This is why we see reliability as one of the core customer expectations. This has not changed over time and, since black cabs as a trade hold such high standards, we do not expect this to evolve hugely in the future.
“Black cabs do enjoy a really strong reputation when it comes to transport options in London and we always hear a note of pride in our customer surveys - people invariably mention the exceptional knowledge of the routes, the professional conduct with customers, and the quality and cleanliness of vehicles. Our users think black cab drivers just take better care of their cabs and customers. They know where they are going and they are going to get you there via the best route possible.“
Are their expectations being fulfilled and how do we as an industry measure that?
“Black cabs look back on centuries of tradition, it is a trade tested by time and one that enjoys the highest entry barriers in the world. A reputation like that cannot be shattered easily. All our customer research points to the superiority of black cabs over other options. It is crucial to stay in sync with customer behaviour though. We are seeing rapidly declining numbers of black cab drivers, pushing the average age up and raising questions about the adoption of tech in the trade. At the same time, we are now looking at a whole generation of riders who grew up in the age of apps and smart technology. Street work will always be the black cabs’ main playing field, but to truly address the needs of customers, you’ll need to embrace tech.”
How has their expectations changed in the last decade?
“Technology is evolving daily and with that patience levels are dwindling. Customers expect to be served right here right now, pretty much anything is now available in one tap on the phone. It has also become an unspoken expectation to have a lot more control and an added level of safety. How long will it take you to get into a cab after the theatre? Am I getting the best value option? Can I trust the driver? Where is he taking me? Technology helps address at least some of the pressing concerns.
“There has also been a very noticeable shift to sustainability, particularly among our corporate clients. This is driven both by personal motivations and the increased pressure on ESG reporting. The requirements for companies not only to report but to demonstrate credible emission reduction plans are getting tighter and tighter and organisations now need to include their transport providers. So naturally they expect to see greener ride options. London is one of the leading cities globally in shifting to zero-emission transport. But that shift comes at a price for black cab drivers. The cost of vehicles, and the poor charging infrastructure - all of these factors play into the speed of EV adoption. Getting there is a joint effort, and we try to contribute by partnering with a variety of infrastructure players to offer the drivers on our app discounted charging options as well as vehicle hire and service offers.”
Why do more people favour apps like FREENOW and Gett over other black cab only apps on the market?
“As with any service, reliability is key. We launched our app almost 15 years ago and have not stopped improving it since. It takes time and budget to generate awareness and win loyalty, which smaller apps may not have. The amount of effort and investment that goes into creating a seemingly simple product is enormous, but it’s not just about tech and money. We have seen multiple attempts by bigger ride-hail apps to launch a black cab offer with no success. That tells us how important it is to listen to the trade, cater to their needs, and respect the city in which we operate.
“We have an excellent driver engagement team and everyone at Gett is encouraged to work from our driver office every now and then to truly understand the trade. We are constantly looking at ways to provide a differentiated offer to those using our app and we try to help make the trade sustainable by assisting those seeking to do the Knowledge with free drop-in classes at our offices. All of these efforts have enabled Gett to consistently have one of the highest numbers of registered drivers and ultimately deliver the sought-after reliability.“
