The Capital ‘A’ Of Customer Service

Since the start of 2013, my strategic thoughts have been focussed on finding a repeatable formula for growing DrivenByQ. My analytical mind has been working overtime trying to find that one magic ingredient we can replicate.

Processes and relationships have all come under scrutiny and clinically dissected to a level where there is nothing left to analyse. So moving forward with our business plan, marketing plan and everything else, what is unique about us?

When you really break down our service, anyone can do WHAT we do taking people from A to B by road in a vehicle. What we have to establish is how our business makes an emotional connection with people and influences their decisions.

Finally I have recognised it is HOW we do what we do that really matters. This is what categorically creates a difference compared to our competitors. The word for this magic ingredient quite simply, is Attitude!

Knuckling Down

I'm not an economist but from time to time, passengers ask me what business is like and how the economy is doing in the UK? It goes against my three golden rules to discuss politics but occasionally, I share observations.

Last week I was happy to divulge my interpretation of business in the UK. From the conversations I have and the general mood of passengers it seems everyone expresses their market or the economy in general is not growing.

The real drive is for increased market share. By altering market position or offering additional services, businesses are changing and people are travelling to have meetings, make acquisitions, diversify or evolve their strategies.

Last year I noticed the mood was buoyant and upbeat with excitement for new ideas and investment in new projects. This year, the hard work of implementation has begun and without doubt, people are definitely more industrious.

The Executive Private Hire Taxi Limo Chauffeur Car Service UK

A business passenger plans a trip to the UK. They book flights and hotels through a travel management company. They decline a rental car. Instead they decide a car and driver service will be better. They will cross time-zones, drive on the wrong side of the road and need to send emails, so it makes sense.

Confusion arises however in employing the correct term to find the right service. A car and driver can take so many different descriptions and interpretations. An airport taxi service may not be appropriate for a business passenger. Neither may the cost of a full-on chauffeur service offering the latest Mercedes S Class or BMW 7 series.

Instead a business passenger might look for something else. Ideally they want a clean, comfortable, modern vehicle with plenty of space and a driver who has good local knowledge, solid reliability, polite manners and mature social skills. So what is this service actually called?

In the UK, the correct term (under licencing laws) is executive ‘private hire’. In the USA it is a limo service. In other parts of the world it is an executive car service. On the DrivenByQ business cards, we state ‘corporate chauffeur service’. Technically, it is not 100% correct but undeniably, it is recognised.

Traction Control

As part of a new marketing plan, we have considered the unique selling point that differentiates DrivenByQ against other suppliers. One possibility is the technology we use to automate many of our processes, improve quality and reduce costs.

Bill Gates once wrote “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency”. Personally I like this statement.

The quote is great if you are compiling a thesis or writing a report or even if you are conveying the principle to a customer but for marketing purposes, it is not necessarily a ‘cool’ or 'sexy' statement to include as part of your literature as it is too academic.

Perhaps technology should remain a feature of our business with the benefits highlighted. That still leaves us investigating our unique selling point though. Maybe we should concentrate on what really counts such as the personal touch with a friendly, reassuring smile.