Comfort has to find a way to keep their taxi drivers from moving to Grab.
One way is to reduce the rental rate, but this will cut into their revenue severely. A better way is to improve their booking system so that their drivers will continue to get a stream of customers.
Most of the customers call their call center but many are now booking through mobile app.
If Comfort can improve its mobile app, the customers may prefer to book through Comfort to get experienced taxi drivers and predictable fares.
Comfort can make it attractive for these customers by removing the booking fee of $3 or reduce it to $1.
Under the current booking system, the booking is send to several nearby taxis. The first taxi to respond get the booking.
This approach is disruptive to the taxi driver. They have to read the message and respond to it quickly, while they are still driving.
A better approach is to allow the taxi driver wait until he has dropped off a passenger and then to use the app to see the nearby customers arranged according to distance to the pickup point, and showing the pick up point, destination, fare. The driver can select their customer. See an example below.
I think that the taxi drivers will like the new approach. Do you agree?
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