When the aggregation travel platform accelerates the integration of taxis and online ride-hailing by sending online bookings to taxis, Dida Travel is creating a series of historic breakthroughs for the taxi industry through another "patrol network integration" road.
In Xi'an, more than two years after the demonstration operation of "taxi smart travel", the market share of taxis has continued to grow steadily, and its advantages have continued to expand.
Up to now, dida Chuxing's taxi smart operation strategic cooperation cities have increased from 6 at the beginning of the year to 16, and more new cities are just around the corner.
Since november 2021, since the landing of "Taxi Smart Travel" in Qiqihar, the average daily scanning of taxi smart codes has exceeded 20,000 orders in just ten days, accounting for about 40% of the city's total order volume. As of December 6, the total number of scans was as high as 557,000 times, and the rate of passengers calling for a car through the "Taxi Smart Travel" mini program was close to 100%, and the completion rate was nearly 80%.
In Xi'an, passenger satisfaction with Taxis in Xi'an increased by 17% at the end of the third quarter of this year compared to the second quarter of 2020, and has maintained a steady upward trend over the past year. At the same time, the average monthly pass rate of the five dimensions, such as the pass rate of service attitude and the pass rate of cleanliness and comfort of the environment, remained above 98%.
It can be said that in the past three years, this taxi solution has enabled taxis to achieve a counterattack in the market competition and continuously expand their leading edge.
So, what is the difference between "another kind of patrol network fusion"? Where has Dida Travel made its efforts in neglect? The result? What kind of thinking can it provoke?
Grasp the experience: most platforms exert force online appointments, dida force "new call"
Master Li in Tianjin is an old driver who is very sensitive to the front line of the market. In his view, the total number of taxi passengers in Tianjin has actually been relatively stable in the past two years, and the number of online car and taxi orders is one or the other, and the more online taxis, the less taxis.
Sometimes, although Master Li received some online orders that did not hit the meter through the online booking and aggregation platform, it seems that the platform has allocated the needs of the passengers who hit the online taxi to the taxi, but "when I received the online booking order of the aggregation platform, I may have missed the Yangzhao order and the order of other platforms".
Aggregation platforms are cultivating users' online dating habits, but once users choose aggregation platforms, taxis are often a substitute and backward capacity choice.
In some cities, when passengers take a taxi through the aggregation platform, although the platform will also issue coupon packages, most of them are online car coupons, and the discount is even greater, which is equivalent to transferring the users of traditional taxis to online taxis.
It is true that the aggregation platform has given drivers an additional channel to receive orders, but whether the total number of taxi orders has really increased is not scientifically measured.
Taking Kunming as an example, there are more than 14,000 taxi drivers in Kunming, and after a certain aggregation platform connects a local taxi platform, the number of drivers who receive orders through the local platform is less than 600 every day, and the total number of orders brought by the platform does not exceed 3,000. Compared with the total number of cruise cars in Kunming with nearly 200,000 orders per day, it is insignificant.
This shows that access to the aggregation platform, for the taxi industry, the order increment is limited.
So, will traditional taxis be gradually marginalized? Does Yang Zhao really have no vitality and opportunity?
In fact, there have been many third-party surveys that show that Yangzhao is a more efficient way to travel, but the traditional Yangzhao experience is too insufficient.
Because the traditional call is a model that cannot operate repeatedly on the user, the driver and the passenger are connected wirelessly, the passenger may lose the car after a call, and the taxi company and the driver cannot reach or recall the passenger again.
But on the other hand, Yangzhao is the basic disk of the taxi, and it is also the unique advantage of the taxi, how to stabilize this basic disk without falling but increasing?
An effective means is to reshape the rental experience of Yangzhao, and let the roadside beckoning taxi and online taxi can be seamlessly switched, so that users feel that Yangzhao is as convenient as online dating.
As a citizen in Guangzhou said, still in the scene of yangzhao, open the taxi smart travel mini program, you can see how many empty taxis there are, you can also know the license plate number of each car and a few minutes after passing by yourself, a key call will soon have a car to receive orders, it is time to launch such a function.
In Xi'an, the smart code has achieved nearly 100% coverage of the daily call trip of Xi'an cruise taxis, and it is the daily habit of passengers to scan the code on the bus. Because the functions of epidemic registration, viewing driver files and past service evaluations, one-click sending destinations, itinerary sharing, lost and found, and electronic invoices are indeed more convenient, just like the online booking experience.
Grasp the position: improve the retention of summons users, so that passengers become taxi "members"
In fact, the biggest risk of the traditional taxi industry is that passengers will slowly flow to a variety of ride-hailing platforms, so there is an urgent need for a platform that can retain users for them and strengthen the emotional connection with users in order to bring sustainable growth.
The significance of the smart code and the taxi smart travel mini program is precisely to improve the retention of Yangzhao users, stabilize and expand the basic disk of Taxi Yangzhao.
In Xi'an, Guangzhou, Qiqihar and other cities, after getting on the bus and scanning the wisdom code and completing the ride, passengers become "members" of taxis, not only can receive taxi coupons, but also mileage points, and can be exchanged through the point mall. At the same time, the smart travel mini program also strengthens user stickiness through WeChat card packages, taxi smart out of the operation of public accounts, etc.
For taxi drivers, accumulating service evaluation through smart codes is equivalent to praising all users from the real riding experience, which means a more real sense of honor, so it has more gold content.
More and more drivers feel the convenience brought by smart codes. Xi'an Master Wang said that the wisdom code is very convenient for both drivers and passengers, such as the epidemic registration function is very convenient, "after getting on the bus, scanning the code is equivalent to a code pass, you can immediately know the status of the passenger's health code, and the passenger can also retain the vehicle and driver information." After scanning the code, the driving trajectory is viewed in real time, which can avoid the detour dispute of the driver. In addition, the lost and found function is also very convenient, whether it is the driver to contact the passenger, or the passenger to contact the driver is very smooth. ”
In Guangzhou, Qiqihar and other cities, Dida Travel through and WeChat pay through, so that drivers can receive money through the wisdom code can be seconds into their Own WeChat account, and there is a 200,000 yuan free withdrawal limit a year, saving a lot of cash withdrawal fees.
In the view of Master Liu of Qiqihar, the Dida travel platform does not do express cars, but is the taxi driver's own platform, and online and offline are launched at the same time, which not only increases the frequency of receiving orders, but also improves personal income.
As more users return to Yangzhao, smart codes in turn promote the growth of taxi online booking users. Because users use smart travel mini programs more frequently, they can switch freely between Yangzhao rental and online rental, instead of having to play online car-hailing.
Compared with more than two years ago, Dida Taxi has now truly realized the two-way incremental development of Yangzhao online booking in Xi'an.
Grasp the service: other platforms use taxis as a capacity supplement, and Dida makes drivers become "growth stocks"
On the aggregation platform, taxi drivers are only a supplement to the capacity, but Dida Travel not only creates an exclusive platform to ensure that taxi orders will not be diverted, but also wins more passengers by making the driver master himself stronger and relying on strength.
Based on smart code, it provides a powerful grip for taxi service management
In fact, taxi smart codes and smart travel mini programs for passengers also have great value at the B and G ends.
For drivers, the wisdom code can accumulate the service evaluation of the summoned passengers in real time, so that the evaluation of the service level of a driver is no longer only based on the online booking list, but also can refer to all the summoning orders, and its service level will be more comprehensively and objectively reflected.
Taking Xi'an as an example, in the two years of operation (as of August 2021), the cumulative use of Xi'an smart code has increased from more than 50 million times to more than 187 million times, while the total number of cumulative service evaluations has increased from 24 million to more than 68 million. This means that based on the wisdom code, the average number of service reviews received by each taxi driver in Xi'an is close to 3,000.
How do these massive evaluations improve the efficiency of driver assessment? Based on the wisdom code and the Phoenix Cloud platform, Dida Travel has also established a driver service quality assessment system with the taxi management department and provided monthly service assessment reports.
At present, this assessment system has been more maturely applied in Xi'an, combining the service sub-assessment of Dida taxi drivers with the assessment mechanism of the local taxi industry in Xi'an, launching a five-star driver selection mechanism, and providing service analysis reports every month according to the data of service assessment.
Taking the report of a certain month of this year as an example, it can not only present the registration rate of all taxi companies in Xi'an for their respective epidemic situations, but also the five-dimensional service assessment data of Xi'an's overall taxi service, including the pass rate of service attitude, the pass rate of standardized operation, the pass rate of no odor of vehicles, the pass rate of clean and comfortable environment, the pass rate of safe driving, and the pass rate of specific service-related spot check issues during and after the trip. At the same time, it can also present the overall situation of xi'an's driver service score, the specific driver list changes of the low-score driver pool and the high-score driver pool, and the proportion and specific list of drivers with low scores and high scores for many consecutive months.
Through this monthly report, not only from the overall perspective to assess which aspects of industry services are not enough, but also from the perspective of individual drivers to find out which driver service levels are poor in the month, which aspects need to be improved, so that the competent departments and enterprises can carry out targeted training and education, and effectively improve the quality of driver services.
In addition, dida taxi through cooperation with the Taxi industry in Xi'an, but also pioneered a set of complaint real-time monitoring mechanism, passengers through the wisdom code initiated complaints, can be directly to the taxi management office, the first time to be dealt with, no longer only platform management, but a multi-dimensional, platform, enterprise association and government can be synchronous supervision of the new model.
All of this has made up for the shortcomings of the traditional taxi industry driver service supervision, making the service quality improvement path more intuitive and visible.
Service rewards and punishments are more flexible and humane Video training is customized one-on-one
The traditional supervision of taxi services is mostly based on passenger complaints after the fact, and there are not many daily management methods, and the punishment is particularly severe once an accident occurs. So, can we make service rewards and punishments more humane through digital means, or even give early warning?
Through the monthly service report, the taxi management department can quickly count the drivers with low service scores and train them in a targeted manner. For drivers who have problems with the service but are not serious, they can give early warning through voice broadcast prompts through the on-board terminal and the driver-side App.
"For example, if a driver recently gets two consecutive bad reviews, we will give the driver a voice announcement prompt: What problems have you had recently?" Similar to partial early warning management, it is not to wait until you are very bad and then a stick tube, but when you have some worse trends, help you correct it in advance. A person in charge of Dida Taxi Sanhua said.
In order to improve the efficiency of training, Dida Travel also cooperated with the Xi'an taxi management department to cooperate with online video tutorials, the management department provided content, and Dida provided platforms and ideas. The video can be customized for drivers with different service performances, such as the service skills of five-star drivers, and can be shown to designated drivers to achieve accurate training. Drivers can watch the training anytime and anywhere through the App and the on-board terminal, and no longer have to go back to the company to participate, thus saving more time to run.
Based on massive data, Dida Travel and the management department also upgraded the taxi service star rating system, using a double-point system (service score, behavior score) to give drivers a star rating. The service score is based on the wisdom code evaluation, complaints and some other local assessment data (enterprise management, traffic law enforcement data) at that time; the behavior score is the local city's score of the driver in accordance with the Ministry of Transport's "Taxi Service Quality Reputation Assessment Measures".
Drivers with a five-star rating can get priority in grabbing orders, rewarding large orders, skipping the queue at the airport, etc. In the future, the star will also be on the taxi roof lights, so that drivers can really feel that good service can not only bring good business, but also bring more sense of honor.
From the dimensions of service big data summary, the establishment of driver service portraits, rewards and punishment incentives, standardized service training, etc., Dida Travel has helped the local taxi industry establish an efficient digital service control system, and also promoted the taxi service level into a positive cycle of self-driving growth, from the second quarter of 2020 to the third quarter of this year, dida taxi passenger satisfaction in Xi'an has increased by 17%.
A person in charge of Dida Taxi Sanhua obviously felt that drivers in Xi'an are now more and more concerned about service. Often a driver calls me: "I think my service is very good, why is there a bad review, can you help me check the reason?" Or take the initiative to tell me, "There is a little misunderstanding with the passengers, can you help me explain it." ”
In fact, in terms of the average number of orders received per vehicle per day, the operational efficiency of taxis is higher than that of online ride-hailing.
Therefore, compared with simply improving the efficiency of receiving orders through online booking, Dida Travel pays more attention to the digitization and onlineization of the whole chain of the taxi industry, thereby more effectively reducing the empty driving rate and improving management efficiency.
For example, with the help of smart cruises, AI forecast demand and capacity trends, etc., to help reduce the taxi empty driving rate, you can also launch different product forms to undertake scheduling suggestions according to the actual usage habits of drivers; explore close dispatch, along the road and hand over the shift and other modes to improve the efficiency of taxi operations; through the taxi smart travel mini program to achieve the integration of the patrol network, so that drivers can seamlessly connect between Yangzhao and online booking orders; through the Phoenix Cloud platform to help industry management digitalization, office paperless Through the smart brain of urban taxis, we use big data to help improve the efficiency of urban taxi management decisions, including urban capacity planning, citizen taxi index, depot capacity analysis, operational efficiency and effectiveness analysis........
On another road of network integration, Dida Travel is exploring a new future belonging to traditional taxis, allowing more people to enjoy a new taxi experience.