Taxi Drivers Should Change Tactics

Ike Vavi
Correspondent | Monday February 15, 2010 00:00

Some passengers are being moved from one taxi to another as some drivers are accused of not adhering to the queue. As this is taking place, others are still loudly yelling their destinations - a chorus that seems unending.

Suddenly two women arrive. 'You two are going to Block Five, let us go,' The driver commands with a grin. 'At long last ke iteile setena,'(meaning the taxi is full) as the taxi speeds away.

Thirty-six year old Onias Pinadani of Maitengwe has been in the taxi industry for more than 10 years. He has been singing this marketing chorus from the first day he started the business.

Although he has been using the same strategy to lure passengers all these years, he can still punch holes into this system.  'The main problem or challenge for us is that now the business environment has changed. There are so many taxis now which means that competition for customers is now tough,' he says sadly.

He laments the fact that, 'Our marketing strategy is the same which is shouting for customers which at times turns off potential customers. This strategy only works best for us at certain periods, such as during peak hours, when people are going to and coming from work and during busy times like the festive season. Any other times, it does not yield positive results as we can come and wait here for long hours with no customers in sight.'

For him it would be better for them to embark on new marketing strategies that would see them enhancing their profits. He cites the competitive advantage he has over his competitors because he has accumulated a sizeable number of customers who regularly use his taxi. 'This I think means that I shouldn't be worried about the issue of attracting customers, I already have a customer base. My main challenge will be how to retain them and ensure that they continue to use my taxi.' He says optimistically.

Another taxi driver, 36-year-old Zibani Pindani of Maitengwe (who is Onias's brother) concurs. 'If you look at the fact that we have been dealing with the same people for more than ten years, as our regular customers, we should by now have established a long term working relationship with such customers to the extent of even picking them up at their door step to and from work. That would save us the trouble of fighting over customers in the streets,' he says.

He continues to say that such a customer relationship management strategy would also avoid a situation in which customer loyalty becomes an illusive dream. 'It is very sad that at times we lose our customers to our competitors.

He also says that if nurtured properly this relationship will not only lead to retention of customers, but also has the potential to bring in a new business dimension. 'If I have a good relationship with my customers they will be able to engage me even during the weekends to book for special services such as taking their goods to their homes. That is much dependent on the kind of working relationship that we would have established,' he says.

He proudly says, 'Believe me when I tell you that I know the residences of almost all my customers. That effectively means that establishing a working relationship should not be a problem. I therefore have the challenge of turning this relationship into an aggressive marketing strategy that will see me not working only hard but smarter. That should give me a competitive edge.

He looks into the future benefits of a good working service provider - client relationship: 'Such relationships may result in your current customers recommending your business to other people, friends and relatives,' he says excitedly.

Thirty-seven year old Bonolo Montshosi of Francistown who has also been in the taxi industry for a very long time chipsin, 'this relationship building strategy will be cost effective and sustainable. It is a question of having a register that will have all the details of my customers and their contacts which includes the plot numbers, and places of work,' he says.

He laments the fact that although it is clear that the business environment has changed they cannot adapt or change their operations to suit new challenges. 'We never take time to plan how we can improve our operations to be able to survive during these times of stiff competition. New marketing strategies are a necessity so that one will have an alternative to the old way of queuing and shouting.' he says.