YELLOW CARS: PROMINENT PEOPLE MOVERS IN THE WEST MIDLANDS
This month we journey over to Darlaston in the West Midlands to have a look at a leading taxi and private hire firm based there known as Yel- low Cars, which provides hackney carriages and private hire vehicles in the Walsall, Sandwell, Wolverhampton, Sutton Coldfield and Birming- ham Airport areas. When the company first opened in 1992 it was called Park Lane Private Hire; in 2011 the com- pany underwent a rebranding exercise and National Yellow Cars was born. At that time the company operated 13 vehicles and worked off a radio system, then in 2011 Yellow Cars employed Charanjit Mannu as a manager to increase work output and profit. He has increased the company’s vehicle fleet size from 13 vehicles to 92 within two years; that’s some growth rate. When we asked what the key to his success is, he said it was down to the implementation of technology and training. We’ll start with the tech- nology side first, and Mr Mannu takes up the story here:- “The introduction of the fully automated Future Taxi system from Marandy has resulted in a sig- nificant increase in work. The Marandy system allows me to introduce new aspects of technol- ogy that none of my competitors are using: from taxi apps, integrated web bookings, text a car service, track a car service, to SEO services for my website.
Yellow Cars, whilst trying to improve the way taxi and private hire drivers were portrayed.” All their drivers have had at least five years’ trade experience, and have completed an in- house four-week training programme which includes disability awareness training. All the vehicles are cleaned at least three times every week, and vehicle inspections and mandatory vehicle checks are carried out every day. “The simplest training can make the biggest differ- ence, from call centre mannerisms to the way a driver assists a passenger suffering from brittle bone disease. It all affects the way a company is portrayed and runs.” This credo is reflected in the business/com- munity standing of Yellow Cars: they were recently voted the sec- ond best taxi company in the UK by the “Best Of”,
members of the Feder- ation
they are also of
Small
“Basically Marandy has enabled the business to grow more than 300 per cent in two years.” Hardly surprising, with the Future Taxi system offer- ing features such as automatic number and voice recognition, nearest-vehicle dis- patch facility and its sophisticated accounts package. And then there is more technology in the vehi- cle: the advanced design of the Marandy MDT 4300 PDA unit brings an array of peripherals including fully integrated voice, incorporated taximeter, built-in satnav, the works. Nothing less would do for this forward thinking 24/7/365 transport provider – so far the only company to have a text car service in Walsall.
TRAINING AND STANDARDS
So then we come to the second element of Yel- low Cars’ success story: training. With over seventy drivers working on this circuit, the com- pany aims to provide the best in the area. As Mr Mannu says: “When I came into the taxi industry two years back I was shocked by the lack of pro- fessionalism. I set out to improve the image of
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Businesses and the Black Country Cham- ber of Commerce. As for their licensing authority, Walsall MBC is always actively try- ing to improve the private hire and taxi industry. Mr Mannu commented: “They contin- uously strive to give all stakeholders the best possible service. Their professionalism has improved the conduct of drivers and has resulted in a better image of the private hire and taxi industry.” The caring attitude of Yellow Cars’ staff and drivers was reflected in the recent actions of Jay Afzal, one of their drivers, who won praise from the Mayor of Walsall and Yellow Cars’ owner for saving a pensioner’s life after she suffered a heart attack. Mr Afzal, 39, had driven to Valerie Flowers’ home to take her to an appointment at Walsall Dialysis Unit, but he grew concerned and raised the alarm when the 75-year old regular passenger didn’t answer the door, so he immediately called the police and paramedics. Mrs Flowers, who suffers from kidney prob- lems and has to have dialysis treatment three times a week, has been using Yellow Cars for the past few years. The police found her collapsed, and she was taken to New Cross Hospital for further treat- ment. Darren Thorpe, manager of Yellow Cars, paid tribute to the quick-thinking driver and spoke of how Jay’s colleagues were proud of him.
MORE ACCOLADES
Lots of customers have reason to praise the company as well: “We recently used Yellow Cars to take me from my home in Walsall to Birmingham Airport, including the return jour- ney. The service was friendly and efficient, and gave me one less thing to worry about! Cheap- er than leaving the car at the airport, and we could have a drink as well on the way back. Would happily recommend their airport service – we will always use it in future.” “Polite drivers, clean cars, efficient service! Can highly recommend and always do to new users. I particularly like their use of technology to ensure that customers receive the best serv-
ice. Well done Yellow Cars!” “I always use Yellow Cars: they are very smart, always are where they say they are, and [the drivers are] always very chatty. If you use them often they will come and pick you up from Birmingham. I am very pleased with the service they provide – best taxi firm by far.” You know the script: word of mouth is the best form of advertising. And you can’t get better adverts than these, for a company whose atti- tude and approach to passenger transport has taken them forward with great strides. At Yellow Cars they understand the needs of the con- sumer: this has allowed them to become one of the fastest growing companies in the taxi and private hire industry. Say no more!
YELLOW CARS Address:
Telephone: Website:
Station Works Kendricks Road Darlaston WS10 8LX
0121 526 7000
www.yellow-taxi.co.uk
Year firm started: 1992 No. of vehicles:
92
Types of vehicle: Hackney carriage and private hire: saloon, estate, MPV, executive
Licensing Authority:Walsall MBC
Cost of – Operator licence: £250 to £550 (graduated) Driver’s licence:
Vehicle licence:
Jay Afzal who rescued Valerie Flowers is congratulated by the Lord Mayor
£70/one-year £180/three-year £175 to £215
Booking system: Marandy Future Taxi Phone system:
NEC PHTM JULY 2013
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