Taxi Driver Online

We are thinking of trying this out to encorage more trade.
Has anyone got a loyalty card scheme running, or has anyone tried this?
What discounts did you offer?
When did you allow the card to be used?
Did you target one particular section of customers, or did you offer it to all comers?
Did you have any pitfalls with this scheme?

Any advice would be very welcome.

I ran an office a few years ago and the owner ploughed a signifigant amount of money into a loyalty card scheme.

Double points during the day was intended to make day work rise and to be honest initially it had that very effect.

The reason it failed was the "rewards" the holder actually got were [edited by admin]. 10% discount when you spend over £500 here and there will not encourage people from there current provider to you.

What we should have done is have "taxi vouchers" for points so if someone decided to use your firm to take them to and from work every day as well as taking them out socially and so used 12 to 14 taxis a week at least every month they should get at least one free via a voucher.

The problem really isn't getting the punters to get involved its getting the drivers to properly promote it and honour any vouchers handed to them, whatever agreement you have with them should be agreed before you start.

B. Lucky

Thanks for that repy we are thinking of issuing card and then offering a percentage off during the week when it is generally quiet.

The thing is that you get occasional users with discounts per trip and good regulars with points for each trip.

Again though its down to the drivers as to whether your work will succeed or not.

B. Lucky

I think a good idea that we use is to offer a 10% discount card to the old dears via Age Concern.

Not many of them will be out on Friday and Saturday night when you least need to give discounts.

Discounts only attract cheap customers, generally no tips and always moaners.
Quality of service counts far more, look at the High Street in any major town it is not the cheap and chearful shops that are the most successful its the quality that counts over time. Take McDonalds as an example they got into a price war with Burger King and through price cutting and special deals lost their quality image and were seen as the cheapskates brand.
Put you money into better marketing, improve your image by smartening up drivers and vehicles. Encourage your drivers to be more courteous and helpful. Train your telephonists to be chearful, sympathetic and patient they are your front line contact and they do most to influence customers expectations. If customers are handled badly when the booking is made they will have a low expectation of service before the taxi arrives and will see all that is negative because that is what you have encouraged they expect. Taxis generally have a poor image, eg: always take the longest route, overcharge, scuffy, surly, noisey smelly vehicles, fat, chain-smoking, aggressive, that is the public perception of the trade. Forget discounts and gimmick promotions up your level of service and improve your image.

I doubt that you would recover the cost of printing the cards from the extra revenue generated. Very few would even notice 10% off the fare.
They are more likely to remember you if the driver opens the door for them or helps them with their bags etc. Good service will gain more custom than 10% discount.