June 20, 2012 at 13:25You can control the quality of services automatically: KwikPik experience
Once my article “Why 90% of Customers Stay with Us”, dedicated to one of my first taxis, literally overnight blew up Habr, and lifted me to the top of the list of Habralyuda. Two and a half years passed, and again I was connected with a taxi. The main component of the success of that first article was the emphasis on the quality of services that I wrote about. This was and remains a big problem for a taxi - it’s not even in the staff, but in control over it. A large park, a large number of staff is difficult to control. Quality began to sink when the number of drivers exceeded 25 people (±) - the opportunity to control everyone, call everyone, help everyone was gone. Employees, in general, became a gray mass and fuel for business, I stopped knowing them by sight. At the same time, the drivers "lost" me. Trying to serve customers at a high level and observing my generally simple rules, they knew that answer personally in front of me. Of course, I was not every friend, but I gave them work, and they responded with diligence. As soon as the matured company began to give work, I ceased to be a guarantor for them, they stopped "being obligated" to me personally. If they tried for my sake, they did not want to try for the sake of the abstract company.
One way or another, the issue of quality control of taxi drivers has been interesting to me all these years. How do most competitors control quality? There are only two ways - test purchases (secret passengers) and work with customer reviews. I use a lot of taxis, I constantly try to drive cars of different services - I see what interesting things they come up with. If I don’t like something, I’m always looking for the opportunity to complain - I’ll call on the phone located in the car interior, write complaints about the emails indicated on the website, in VKontakte groups. Well, or just dial the control room again. As a rule, nothing changes afterwards, and “we will definitely figure it out” remains the duty answer in order to get off.
How to be?
Looks like a solution has been found!
Now we are doing something absolutely amazing (in my opinion) with colleagues - Kwikpik.me. QuickPick is an innovative service that should help taxi drivers and passengers find each other effectively, agree on the price of a trip, and so on. The project is well-known, winner of the Start Fellows grant by Milner-Durov and so on. I will not stop in detail. If anyone is interested - you can find out the details on the site . And you can ride QuickPike too. And you need even :)
The trick is that, in essence, QuickPick is a social network of passengers and drivers. Private drivers are the very people with whom it is difficult to control quality. These are their cars, and the car is like boots. People are following them or not. Once cleaned, to show you, everyone can, and not everyone can take care. Now almost a thousand drivers are registered in the system - not only in St. Petersburg, but also in Moscow, Odessa, Kiev, and Baku. How to follow them? They don’t know who Mikhail Vinogradov is, for which everyone needs to try to be polite, accurate and so on.
The solution turned out to be a rating system. After the trip, the system offers the driver and passenger to evaluate each other according to a number of parameters. The parameter systems for one and the other are different, and we intend to develop them in every way so that the rating does not dry out, but is a real indicator of the coolness, first of all, of the driver, and secondly, of the passenger.
The system of evaluating passengers by drivers is generally a thing that only we do. While it is germinal, but it is also waiting for development. Drivers - it is also important to understand who they have to carry. Accepting the order, the driver sees how the potential passenger “distinguished himself” in past trips:
The screenshot shows that the passenger once ruined the interior and canceled the order 28 times. I'm afraid he will not wait for a good driver :). In practice, such a rating is tantamount to getting into the "black list" - such are in most taxis. And if earlier they “banned” the arbitrariness of the dispatcher, now the punishment comes according to objective indicators. No blacklists are needed. One continuous self-regulation.
After the trip, the driver can "brand" the passenger.
I repeat, I want to develop a rating system. In particular, it is definitely necessary to introduce positive ones too - left a decent tip, left on time, did not distract from the road, a pleasant interlocutor. This system of recommendations. Through it, our taxi should grow into a truly high-quality service.
The passenger also sees what kind of person is going to him.
You can see the rating stars in the list of drivers' incoming offers: You can find out details about the driver, as well as see the latest reviews about his work:
The driver’s card is visible when the order is already made and the passenger is waiting for the car. The map shows where the car is. A card with the number, make and model of the car, as well as the name and photo of the driver makes it easy to find the taxi that arrived, and the convenient “call the driver” button allows you to contact him directly from the interface - no dispatch, SMS, redirects and other difficulties:
After the trip, the passenger evaluates the driver in several ways and can leave a review. Let me remind you that assessments will affect the reputation of the driver and the commission that he pays to the system. Thus, a bad driver will be punished with a ruble, and a good one will be awarded:
One of our competitors also considers the rating of drivers, and dismisses the worst on a monthly basis. We have not reached such extremes yet. Yes and there is no special meaning in this. A bad driver will not get work and will stop working on his own.
It is clear to me, as a marketer, and as a person who has worked a lot in different taxis, that the more clearly people can choose a driver / passenger, the more satisfied they will be with their trips, the more loyal the KwikPik brand will be.
It’s good to know that good people work for you. The lowest rating is 3.2 out of five possible, and there are only a few such drivers. The absolute majority has four or more. A lot of round honors. What is characteristic, and they do more work. It seems to me that this is connected not only with the fact that they are more often chosen by passengers, but also with the internal motivation of the drivers themselves. It's nice to work when you are doing well and you have clear evidence of that. Once I called the drivers and praised them for their excellent work - for example, when passengers boasted of pleasant trips. I was afraid that this work could not be done programmatically. Can. Although, many drivers I still praise myself too. Even though the human factor can already be ruled out, it seems to me that for now this is not necessary.
If you observe the process of winning stars in dynamics, you can also see that drivers who are approaching an excellent rating try harder - they want to achieve an ideal reputation. Moreover, “excellent students” are worthily awarded - they pay our service the smallest commission in the city, and maybe in the country - only 7%. The average dispatch taxi commission in St. Petersburg is over 20%. Our commission is floating (from 7 to 20%), and depends on the driver rating.
-
This is all I need. I’m all about the fact that time has changed a lot, and technology, too. The quality of services can be especially not controlled. The main thing is to give people the opportunity to buy what suits them, to choose more or less objectively. Quality control is a system of collecting objective data. You can build one in any service business. And in business, as you know, if something can be done, you need to do it. Good luck to all.
In the comments I am waiting for criticism, advice, exclamations of approval - in general, the usual habroreaction :)
One way or another, the issue of quality control of taxi drivers has been interesting to me all these years. How do most competitors control quality? There are only two ways - test purchases (secret passengers) and work with customer reviews. I use a lot of taxis, I constantly try to drive cars of different services - I see what interesting things they come up with. If I don’t like something, I’m always looking for the opportunity to complain - I’ll call on the phone located in the car interior, write complaints about the emails indicated on the website, in VKontakte groups. Well, or just dial the control room again. As a rule, nothing changes afterwards, and “we will definitely figure it out” remains the duty answer in order to get off.
How to be?
Looks like a solution has been found!
Now we are doing something absolutely amazing (in my opinion) with colleagues - Kwikpik.me. QuickPick is an innovative service that should help taxi drivers and passengers find each other effectively, agree on the price of a trip, and so on. The project is well-known, winner of the Start Fellows grant by Milner-Durov and so on. I will not stop in detail. If anyone is interested - you can find out the details on the site . And you can ride QuickPike too. And you need even :)
The trick is that, in essence, QuickPick is a social network of passengers and drivers. Private drivers are the very people with whom it is difficult to control quality. These are their cars, and the car is like boots. People are following them or not. Once cleaned, to show you, everyone can, and not everyone can take care. Now almost a thousand drivers are registered in the system - not only in St. Petersburg, but also in Moscow, Odessa, Kiev, and Baku. How to follow them? They don’t know who Mikhail Vinogradov is, for which everyone needs to try to be polite, accurate and so on.
The solution turned out to be a rating system. After the trip, the system offers the driver and passenger to evaluate each other according to a number of parameters. The parameter systems for one and the other are different, and we intend to develop them in every way so that the rating does not dry out, but is a real indicator of the coolness, first of all, of the driver, and secondly, of the passenger.
The system of evaluating passengers by drivers is generally a thing that only we do. While it is germinal, but it is also waiting for development. Drivers - it is also important to understand who they have to carry. Accepting the order, the driver sees how the potential passenger “distinguished himself” in past trips:
The screenshot shows that the passenger once ruined the interior and canceled the order 28 times. I'm afraid he will not wait for a good driver :). In practice, such a rating is tantamount to getting into the "black list" - such are in most taxis. And if earlier they “banned” the arbitrariness of the dispatcher, now the punishment comes according to objective indicators. No blacklists are needed. One continuous self-regulation.
After the trip, the driver can "brand" the passenger.
I repeat, I want to develop a rating system. In particular, it is definitely necessary to introduce positive ones too - left a decent tip, left on time, did not distract from the road, a pleasant interlocutor. This system of recommendations. Through it, our taxi should grow into a truly high-quality service.
The passenger also sees what kind of person is going to him.
You can see the rating stars in the list of drivers' incoming offers: You can find out details about the driver, as well as see the latest reviews about his work:
The driver’s card is visible when the order is already made and the passenger is waiting for the car. The map shows where the car is. A card with the number, make and model of the car, as well as the name and photo of the driver makes it easy to find the taxi that arrived, and the convenient “call the driver” button allows you to contact him directly from the interface - no dispatch, SMS, redirects and other difficulties:
After the trip, the passenger evaluates the driver in several ways and can leave a review. Let me remind you that assessments will affect the reputation of the driver and the commission that he pays to the system. Thus, a bad driver will be punished with a ruble, and a good one will be awarded:
One of our competitors also considers the rating of drivers, and dismisses the worst on a monthly basis. We have not reached such extremes yet. Yes and there is no special meaning in this. A bad driver will not get work and will stop working on his own.
It is clear to me, as a marketer, and as a person who has worked a lot in different taxis, that the more clearly people can choose a driver / passenger, the more satisfied they will be with their trips, the more loyal the KwikPik brand will be.
It’s good to know that good people work for you. The lowest rating is 3.2 out of five possible, and there are only a few such drivers. The absolute majority has four or more. A lot of round honors. What is characteristic, and they do more work. It seems to me that this is connected not only with the fact that they are more often chosen by passengers, but also with the internal motivation of the drivers themselves. It's nice to work when you are doing well and you have clear evidence of that. Once I called the drivers and praised them for their excellent work - for example, when passengers boasted of pleasant trips. I was afraid that this work could not be done programmatically. Can. Although, many drivers I still praise myself too. Even though the human factor can already be ruled out, it seems to me that for now this is not necessary.
If you observe the process of winning stars in dynamics, you can also see that drivers who are approaching an excellent rating try harder - they want to achieve an ideal reputation. Moreover, “excellent students” are worthily awarded - they pay our service the smallest commission in the city, and maybe in the country - only 7%. The average dispatch taxi commission in St. Petersburg is over 20%. Our commission is floating (from 7 to 20%), and depends on the driver rating.
-
This is all I need. I’m all about the fact that time has changed a lot, and technology, too. The quality of services can be especially not controlled. The main thing is to give people the opportunity to buy what suits them, to choose more or less objectively. Quality control is a system of collecting objective data. You can build one in any service business. And in business, as you know, if something can be done, you need to do it. Good luck to all.
In the comments I am waiting for criticism, advice, exclamations of approval - in general, the usual habroreaction :)