Describe MERUs business model

Agents from Companies approaches areas like airport, parking lot and then
explain business to them.
Driver deposits Rs.10000. as a refundable deposit and undergoes a training.
MERU buys the car and gives it to the driver. The driver is not an employee of
MERU
MERU trains the drivers on soft skills. Basic qualifications for the driver are a
minimum experience on the city roads and with a basic knowledge of reading
addresses in English.
The fuel cost has to be borne by the driver
The maintenance of the car is taken care by MERU
MERU helps the drivers by providing the booking to drivers through their call
centers.
The driver is free to take passengers if he doesnt get calls from the call centers
The driver is assigned a ride from the call centre by tracking his presence
through the GPS navigation system and hence he can NOT ignore the call
centres trip assignment.
In return the driver provides Rs. 900 - 1100 per day to MERU .
Note, it is a per day charge and not a per call charge, which is means that even if
the driver does not get a call from MERU on a particular day he has to pay
Rs.900 to 1100 as rent for using the car.
Whatever the driver earns above these is his own income (Expected income of
Rs. 500 to 1000 per day).

What are the different aspects

of Service Blueprinting
that are applicable to Meru?
Physical
Evidence

Customer
Aquisition
Voice call, SMS

Booking
Management
SMS, Internet
confirmation

CAB Delivery

Service
Delivery

CAB

Printed receipt
given to
customer after
trip. Meru
knows driver

Customer

Customer
Makes a call/
log on to
website

Receives
confirmation

Contact Person
Support
Processes

IVR, web, SMS

IVR, CRM

Customer
identifies and
boards the cab

Customer
reaches the
destination and
pays the bill as
per receipt

Driver

Driver

MDT with
GPRS, GPS.

MDT