From Cabbies To Clicks: Reinventing Customer Connections

Yesterday’s cabbies and hotel shuttle bus operators were more than just drivers; they were a sales channel for local industry. In the days before Uber and Lyft, you could hop in a cab and ask the driver where to find the best nightclub, steak place or Italian restaurant, and they would drive you there. Cabbies were happy to show people around and could even earn cash from local venues for bringing people in. They liked the money and were proud of their hometowns. 

Similarly, when customers were picked up at the airport, shuttle drivers could tell them all about a hotel’s amenities and give them the inside scoop on local restaurants and clubs. As knowledgeable experts on specific locales, these drivers ferried customers to new and interesting attractions.

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But these days, when you get in a ride, you’ve likely done your research and know where you’re going. The game has changed, and customers were not the only ones left holding the takeout bag when ride-hailing apps replaced cabbies and shuttle drivers—merchants lost trusted sources who delivered customers and revenue directly to their doorsteps.

Disappearing White-Glove Service

In the vacuum these friendly drivers left behind, businesses are striving to enhance their websites, online reviews and social media to reach customers searching for their products and services. Most customers rely on reviews and user-generated content (UGC) when searching for places—sources that are not always as reliable as friendly local drivers.

Sadly, the hotel concierge has also disappeared from many hotels. The friendly representative in the front lobby who made suggestions and reservations on behalf of guests is being replaced by printed lists of local bars and restaurants. I recall recently asking front-desk agents where to find good local dining and being disappointed to see them ask each other and finally suggest a barbeque joint.

Amid all the discussion about personalization in the digital world, where biometric and behavioral technologies recognize customers, it seems many of us have forgotten about good old-fashioned personalized service, in which human beings recognize and support each other in the physical world. Many of these services disappeared during the pandemic. As experts have noted, it takes about 21 days to form a new habit, whether that be exercising, dieting or making other major life changes. Covid blew up that 21-day rule by instantly taking us from commuting to working at home, from boardroom meetings to video calls and from in-store shopping to buying online and grocery deliveries. Now these instant habits are here to stay, and businesses have no choice but to leverage them.

Building Customer Connection In A Digital World

The digital marketing train has left the station, but it’s not too late to get onboard by improving your online presence. My partner Dave and I have rebranded our websites, social media and podcasts to stay relevant with existing and prospective customers. Based on our experiences, here are several best practices for providing personal service and making your business discoverable to digital customers.

• Keep your website up-to-date with fresh content, site photos and accurate contact information. Don’t make the mistake of setting up a website and never looking at it again. Make a habit of updating your content at least once a month to encourage customers to visit your site on a regular basis.

• Expand your social media presence. Whether it’s TikTok, Facebook, Instagram, LinkedIn or other social media sites, determine which platforms your customers patronize and make sure that you are there so that you can interact with customers wherever they are. Engaging with your followers with interesting and fresh content can help build their loyalty.

• Build an email list and loyalty program. Create an email newsletter and engage with customers by sending out special offers to celebrate birthdays, anniversaries and other personal milestones.

• Optimize search engines. Set up your business pages on sites like Google My Business and Yelp, and make sure that all of your information is accurate on online reservation platforms.

• Encourage customers to leave reviews. If you’ve ever wondered why one restaurant is busier than another, check out their online reviews and websites. Unlike years ago, when customers searched for stores, hotels and restaurants in Yellow Pages or relied on word-of-mouth from friends, family or drivers, online reviews and websites are how today’s businesses reach younger consumers who shop from home and communicate by text. In fact, Search Engine Journal observed that most customers check online reviews before they even visit a website.

Conclusion

As people become more comfortable in the digital world, we will probably see more ghost kitchens, curbside pickups and homecooked, hot-meal deliveries. Habits formed during the pandemic have taken on a life of their own, replacing time-honored traditions like cabbies and concierges with self-service and digital-first customer journeys. In this brave new world, seek to confidently steer your brand into the online marketplace where you can be seen and heard.

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