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A Smooth Ride: Super Cabz leverages technology to ensure safe travel

September 30, 2013
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Super Cabz, a unit of real estate group Surya Infracon, was incorporated in January 2012. The company provides ground transportation services in Delhi and the National Capital Region. Headquartered in Gurgaon, the company offers point-to-point radio cab services to retail and corporate customers.

Recognising the potential of technology in ensuring a secure travel experience for users, Super Cabz has deployed a robust telecom and IT infrastructure to operate a fleet of over 100 cabs. All its cabs are equipped with a global positioning system (GPS), a panic button, digital meters, credit card terminals, digital tablets, etc.

The following are the key features of the company’s telecom set-up...

Current infrastructure

Super Cabz mainly uses vehicles such as Tata Indica V2 and Maruti Suzuki Alto. The communication network used to operate its fleet has been set up using TaxiMATE technology. “The two prominent pillars of this technology are GPRS and GPS. Each vehicle is fitted with a GPS-enabled device, which is connected with servers at the company’s call centre based in Delhi. While GPS tracks the car’s location, GPRS enables communication between the chauffeur and the call centre,” says Ankit Raghav, founder and chief executive officer, Super Cabz.

For the purpose of navigation, the company uses maps from MapmyIndia. In addition, Super Cabz has deployed various technologies and mobile-based applications to generate data, bills and reports. For example, based on the GPS, the fare is calculated at the call centre at the end of a trip and within five minutes, an SMS reconfirming the fare charged by the chauffeur is delivered to the customer’s mobile phone. As Raghav points out, “Users often feel that they may have been overcharged by the chauffeur. However, a company-generated SMS confirming the fare assures the customer of having been billed correctly.”

For connectivity, Super Cabz has deployed an internet-based leased line network along with PRI lines provided by Bharti Airtel. The leased line infrastructure connects the company’s servers with the hardware used by its fleet of cabs. The PRI lines enable its  executives at the call centre to receive multiple calls for booking cabs. For internal communication, Super Cabz has deployed an email server for tracking mails. It is also using enterprise resource planning (ERP) to track the revenue generated by chauffeurs. The company operates on a fixed revenue model and charges a fixed amount from the chauffeur irrespective of the business done by him through the day.

Outlining the purpose of the ERP system, Raghav says, “Since Super Cabz has multiple drivers, who are treated as vendors, the ERP system maintains individual accounts for each of them. The system tracks all the transactions in a vendor’s account. It also keeps a record of the number of calls received and calls missed, and the number of bookings on a particular day along with the utilisaton level of the company’s fleet.” Further, the ERP system helps the company identify drivers who have outstanding payments against them and automatically blocks such vendors. Based on such inputs, Super Cabz avoids giving business to defaulting vendors. The company has also put in place a feedback process and seeks regular comments from customers regarding their travel experience, expectations from the company, etc.

Super Cabz has installed antivirus software and firewalls to secure its communication network from internal and external threats. To manage security within the company’ premises, all emails are tracked and all data is stored in servers that are password protected. According to Raghav, protecting customer data is the company’s biggest priority. Access to servers and other IT assets within the premises is limited. Employees can only log in using the company portal and are not allowed to download content from the internet. Further, they are prohibited from carrying their mobile phones, pen drives or any other storage device inside the office building. The company regularly audits its systems to identify and address any potential threats.

Future plans

With the aim of providing an enhanced customer experience to travellers, Super Cabz is working to develop a customer relationship management platform, which would have an automatic feedback system based on IVR technology. The system would be used internally to gauge customer satisfaction and identify regular clients. This data would help the company take corrective measures and deliver better services. The system would also be used to receive complaints against erring chauffeurs on account of rash driving or dis-courteous behaviour.

In addition, Super Cabz is developing a mobile-based cab booking application for customers. The application will allow users to directly book a cab without the assistance of a call centre executive. This would help save time while booking a cab.

Going forward, the company intends to focus on keeping pace with the changing technology scenario and provide a trouble-free travel experience to its customers.

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