On-demand taxi service project is a good example of DIGITAL transformation. Mobility helps to reduce total cost of cab booking processes for serving existing clients up to 18% cheaper.
On the other hand, every installed mobile application is a channel of interaction with client. Such channel is exclusive and private. It means that customers mobile phone turns into trusted and personal point of sale which stimulates to make next purchase.
According to this vision not an innovation changing traditional way of making order was suggested to the client, but a strategy of business transformation allowing to consider requirements of both customers with traditional order making by phone and customers of new generation.
Transformation is based on more than 10 years data of presence on taxi services market and consists in changing the subject of sale: we sale not an order (ride) but an installation of mobile app for independent ordering. Sales receive full range of modern client acquisition channels: loyalty programs, promo-codes, special offers and ratings for generating more revenue. Marketing suggests to clients increasing ratings and service quality in exchange for Social share and Repost. Customer Service turns into Customer care with proactive position to retain customer in case of a claim on unacceptable level of service.