CRM @ MERU

PRIVATE TRANSPORTATION IN INDIA

Private Transport in the City!
 Boss South-Ex
Jaoge?

Nahi
Airport ka Return
Bhada Lagega,
Wapas aane ke
time passenger
nahi milta!
 Vision of Meru Cabs
“Our vision is to give urban
commuters in India a
world-class travelling
experience, by using a
Mr. Neeraj Gupta 
technology that has Managing Director
evolved in developed
countries over the past
twenty years,”
 Facts of Meru
• April, 2007 – Launched in Mumbai with India Value fund advertising
with 30 cabs.
• June, 2007 – Started pick up and drop from Mumbai Chatrapati airport
terminals.
• October, 2007 – Increased cabs from 30 to 200.
• November,2007 – Launched driver training programs.
• March,2008 – Launched in Delhi with 250 cabs.
• April, 2008 - Launched in Bangalore with 500 cabs.
• May, 2008 - Launched in Hyderabad with 400cabs.
• September,2008– Launched, Meru for women: Safe, secure &
convenient transport option
• December, 2009 - Launched credit/debit card payment options for
Bangalore.
• February,2010 – Launched credit/debit card payment options for Delhi.
• September,2010 - Credit/debit card payment options for Hyderabad.
 Business Model
• Agent from company go to the areas where drivers
hang out, such as airport, parking lot, call centers,
malls and then explain business to them.
• After and formal application successful drivers pay
a refundable deposit and an application fees and
undergo two weeks of training.
• The driver is then given a vehicle for which he has
to pay a daily fees. Any profit after the fees and
fuel expenses go to the driver.
 Business Model contd..
• The operator owns the vehicles in the fleet and
vehicles are bought in batches of 100-200 from
various manufacturers.
• Drivers are assured a certain numbers of fares
everyday. However, driver have to pay a fee if they
take leave on a day of duty.
• Driver performance is monitored through
customer feedback and Global Positioning
System (GPS) module fitted in the car.
 Investors

• In 2006, India Value Fund (IVF), a premier private

equity fund, managing a corpus of over
US $650 mn took an equity stake in the Company,
with a view to creating one of the finest
passenger transportation businesses in the
country.
 About Meru
• India’s first and largest radio taxi operator, it changed the
way metered taxis operate in India.

• Modern, brand-new, air-conditioned luxury cabs.

• Round the clock availability of cabs backed by a location

tracking GPS - based dispatch technology.

• Advance Booking Available.

• Operated by environment friendly fuel, i.e. CNG

• A printed receipt for every fare, providing details of distance

travelled and total amount payable.
Convergence@cab
Meru - has reaffirmed the
belief that IT can be deployed
in just about any domain, and
can lead to phenomenal gains.
Geographic Info. System (GIS)
Global Positioning
System(GPS)
General Packet Radio
Service(GPRS)
Mobile Data Terminal(MDT)
Medical Facility
 Taxi Fare@Meru
The Meru Taxi service is a licensed, metered taxi operation
and is governed by the fares prescribed by the Department of
Transport for the city. Tourism contributes 10.6% of world
GDP, they always get their stake from the disposable income.

Mumbai Fare Structure  Delhi Fare Structure 

Flag Down Fare

Rs.22/- Flag Down Fare Rs.20/-
(First Km)

Every subsequent Every subsequent

Rs.15/- Rs.20/-
Km Km

Waiting charge Rs. 0.50/ minute Waiting charge NIL

25% extra on above from 12 25% extra on above

Night charge Night charge
am to 5 am from 11 p.m to 5 a.m
 Advantage @ Meru
• Thoroughly trained Chauffeurs in a smart MERU uniform, fluent in
English, Hindi & Regional Language
• Routine spot checks by our Patrol Vans to ensure highest standards
of service and failure reduction.
• “Lost and Found”- GPS based tracking technology responsive
tracking system in place so that any item left behind inadvertently
in a Meru cab can be traced to the vehicle the customer used.
• Some basic amenities like maps of the city, wet wipes, clean bottled
water and a limited selection of music is offered to passengers using
Meru services.
• Another feature the PANIC BUTTON that is installed inside the
Meru car, which enables the driver to connect to the Control Centre
in case of an emergency or mishap.
 Advertising@Meru
• ‘Cabvertise’, registered trademark of Meru Cab
Company is a unique media opportunity which
helps brands reach their messages quickly and in
an engaged manner.

• Meru Cabs travel to high traffic points like airports,

convention centers, shopping centers, hotels,
cinemas and business districts among others.
Hence Cabvertise has the best potential of
reaching millions of customers in a jiffy
 CRM
CRM is a process to organize the business activities
around customer. customers are scattered, and
acquiring new customers is risky as well as costlier
affair. Hence many organizations are diverting its
focus on retention of existing customers and making
them loyal. But due to fierce competition in the
transportation market, their loyalty cannot be
assured.
 CRM BUSINESS CYCLE
The CRM Business cycle was an ongoing 4 step process:

CRM rapidly evolving from technology-centric to a business-value

effort.
TAKING EVOLUTIONARY APPROACH
TO CUSTOMER STRATEGY

Transition of perception from viewing customers as

exploitable income sources to treating them as assets to
be nurtured.
Treating CRM as a tool , rather than a strategic effort
CRM of MERU to retain customers
• No additional or hidden charges.
• Printed receipts produced at the end of every trip.
• In case of any complaints, feedback etc.,
passengers can call Customer Service Center at
44224422.
• Lost and found – If you have left your bag, mobile
or any other personal item in a Meru cab.
• Usage of clean green fuel - resulting in a cleaner
environment and reduced pollution.
CRM of MERU to retain customers
• If one wishes to provide information,
compliments or complaints regarding the Meru
service, you are simply required to send the cab
number, the date and approximate time of travel.
• Thoroughly trained Chauffeurs in a smart MERU
uniform, fluent in English and Hindi and regional
languages.
• Users are encouraged to make profiles on the
website for faster and easier bookings next time.
 e-CRM
• Round the clock availability of cabs backed by a location
tracking GPS - based dispatch technology and a 24x7
Customer Service Center. This means a quicker pickup
and faster response time to call for a cab.
• Tamper-proof digital cab meters, integrated with the GPS-
system to ensure that every fare is tracked, thereby ruling
out any possibility of over charging by the driver.
• Ability to track the location of the cab ‘real-time’ through
the GPS technology
 e-CRM
• A printed receipt for every fare, providing details of
distance traveled and total amount payable
• Basic amenities inside the car like FM Radio, Mobile and
Laptop charging facilities
• Emergency security features installed in the taxi for
complete safety, including display of our Customer
Service Center numbers inside each cab - provides
security in case of an emergency-PANIC BUTTON
• Routine spot checks by Patrol Vans to ensure highest
standards of service
 e-CRM Initiatives
• After implementation of the Oracle CRM, Meru is
now implementing e-CRM.
• Would provide a host of services now running on
Oracle CRM
– Online customer support
– Customer profiling
– Sales management for vendors and partners
 BENEFITS OF e-CRM
• Customer segmentation
• Market analytics like records of customer profiles, profile, payment
history etc.
• Generation of accurate leads and SMS bursts that target only the right
customers based on their segmentation is possible
• First time retention has increased from 40 % to more than 90 %.
• Customized and simplified bill formats, payment collection through
cards
• Better value added services were provided
• It facilitated knowledge sharing amongst employees
• Option of booking a cab in less than 60 seconds
• Reduced cost of customer acquisition
• Has resulted in savings because of fewer calls
 Example of CRM :
3 ways to find your belongings
•1. Contact your driver
•Meru chauffeurs are extremely helpful and will try their best to return your items back to you
within their means. Try contacting the driver on the same number that you would have received
at the time of your booking.
•2. Tell us about the incident and we will contact you
Who?
•Your Name
•Your Mobile
•Your Email
When?
•Date
•Approx. Time                                
•AM  PM
Where?
•City
•Pickup Area
What?
•Item Description Item type, size, colour, identification marks, etc.
•3. Call us on 4422 4422
•You can call our 24 hour call center at 4422 4422 to enquire about your lost property.
You can reach us in the following ways:
• Email: You can write to MERU on feedback@merucabs.com
• Phone: For bookings, status enquiries, follow ups and feedback, a 24 hours
helpline on 4422 4422. 
For corporate enquiries: +91-22-40520100.
For advertising enquiries +91-22-40520100.
• Fax: You can fax them on +91-22-40520199.
• Post: Customer Service Manager
Meru Cab Company Pvt. Ltd.
128, IJMIMA, Raheja Metroplex,
Off Link Road, Malad (West),
Mumbai - 400 064
• NETWORKING SITES:
– FACEBOOK
– LINKEDIN
 Recommendations
• Price Reduction
• Emphasize more on CABVERTISE
• Improve client experience
– Accurate Information
– Lead time reduction
• Reduce cancellation of booked cabs
• Can start Customer Loyalty Programs
– Through Membership Card
– Rewards & Benefits
• Better driver and Control center integration
Thank You..