Dear Taxi Guy,
I’ve been a loyal customer since you were a mere company, not a brand. Despite various people complaining about the company and their ‘pathetic’ service, I had no reason to complain and I hung around. You have been with me through late night parties, emergency cabs to work, trips to the airport and more for the past 3-4 years.
And then you became a ‘brand’. I started seeing your logo on movie promo posters, at concerts and whatnot. It was kind of cool to see a company from my hometown grow up and compete with the biggies out there and able to keep pace.
Then we started seeing hoardings all around the city, screaming about cab rides at 49 bucks. You were trying to take on the biggest public transport service providers – the auto rickshaws. I wondered about how you were going to sustain your operational costs. It wasn’t like the fuel had gotten considerably cheaper, for starters.
But I had your app installed on my phone, and I loved the interface as well. Except, almost everytime I booked a cab in the past few months… pretty much since September-Oct, the booking would get confirmed and then the cab would not turn up. Your Customer Care would apologise profusely and then the same thing would be repeated. Once. Twice. Thrice. Four Times. Five Times. And that’s when I decided to say to hell with you.
I had to scramble to find another cab service to head to a college reunion. I had to sit on the sidewalk and wait for an hour for another cab to come and pick us up after a concert because your ‘confirmed’ cab did not turn up. I had to scramble to get home at 10.00 in the night because your cab wouldn’t turn up. I nearly missed a flight because your cab did not turn up.
And I had to speak to your rude, annoying customer care at 1.00 in the morning who called me 3 hours after my booking time asking if I wanted to take the cab now, since one was available.
And through all of this, the only thing that was consistent were your apologies and that ‘you will try to serve us better’.
I booked a cab again yesterday afternoon, buoyed by the news that you had launched this new ‘mini car’ cab service. I was curious, and perhaps a glutton for punishment. The mini car was not available yet, so I booked a Mini and true to your brand – you did not disappoint me. The Cab Did Not Turn Up.
This time, thanks to your new updates on the app, I could call the driver directly. And the guy says “Well, I did get a message about the booking and then another one saying it was canceled”.
So I booked another cab – and this time a cab did turn up and imagine my surprise – it was a Renault Duster.
I wondered how you had classified a Renault Duster, a car that costs at least 10 lakhs, on par with the ‘Mini’ class, which was typically a Tata Indica. And then I realised – this is what you’ve come down to – you are scrambling to keep up with your promises and promos.
You have a shortage of good drivers. You are losing control over your drivers, who have gone back to choosing (like always) rides to the airport, which are longer and have less traffic. Have you resorted to desperately hiring anyone who is willing to drive for you, which perhaps accounts for the untoward incidents being reported all around?
Your drivers are pissed off with you because they are barely able to make ends meet when you’ve chopped their revenue share to a bare minimum. As I heard one of your drivers say, he would rather go back to driving an auto because he would be in control.
Now, with 1000 new cabs on the road, this time funded by your own money, how do you intend to really keep up the brand? Because after all the ads and the articles, you do need to keep your customer happy.
This was a tale of great potential, which has now become a big question mark. True, the Indian loves a good deal but we are also growing up to appreciate quality and service.
Perhaps it is time that you realised that.