2. Headquartered in
Bangalore, ANI
Technologies Pvt. Ltd. is
operating under the
trade name Ola.
700,000 Vehicles building
mobility for a billion
Indians across the country.
800,000 Empowered
driver-partners operating
across 110 cities.
Founded in 2010 by
Bhavish Aggarwal &
Ankit Bhati.
Business Model: On demand Taxi Hailing
Service using which people with
smartphone can book car.
Revenue Model:
Customers
Ola
app
Cab
drivers
Platform Economy leveraged on
network effect. Ola incentivize
drivers & customers so that they
stay on the platform
Growth opportunity: 30%-50%
month-on-month for Cab
aggregator.
Rival: Uber
Market share: Olacabs has around
46% market share & Uber around
50%.
Value Creation by Olacabs:
• Using smaller hatchback
• Pay-with-cash model
• Booking through call center
where smartphone penetration
is low.
• Apps based on local language.
Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
3. Onboarding on
App
Select Pick
Location
Select Drop
Location
Selection from
various
categories
Ride Timing
(Now /Later)
Confirm
Booking
TravelPayment
Customer
Feedback
Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
4. WhatsetofactivitiesOlacabsshoulddoto
avoidmigrationofcustomerstoother
platforms?
Pricing
Cash Back/ Discounts
Competitive Pricing
Switching cost
Weekly/Monthly/Yearly Pass
Discount to premium customers
Offering cross services
Product (App)
Faster app
Automation
Proactive personalization
Customer support
Operations
Accurate ETA (estimated time of arrival)
Professional/Trained Drivers
Good condition of cab
Ensuring safety of passenger
Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
5. Respondent Size =54
NPS: How likely it is for you to recommend Olacabs to your family/friends?
What Promoters believe about Olacabs:
• Economical
• Wide reach in India
• Convenient: Many services offered for ex. Ola
shuttle, Ola Share, Ola Outstation, Ola auto etc.
What Passive believe about Olacabs:
• Economical but availability is problem.
• Professionalism of Driver’s can ne improved.
• In late hours, car availability should be improved.
• In peak hours, cabs are not available in Ola share.
What Detractors believe about Olacabs:
• Bad experience
• Old cars and not properly maintained
• Less reliable
• Drivers cancel trip without informing.
• Bad brand image
• Difficulty in booking
• Drivers are not professional.
Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
6. Please rank (1-13) the following in order of importance: (1-
Highest importance, 13-Least importance)
Most sought after features by
customers:
1. Less ETA (estimated time of
arrival)
2. Financial benefits
(discounts/cashbacks etc.)
3. Ease of app onboarding.
4. Drivers professionalism
5. Driver’s driving style.
Other Wishlist's of customer:
1. Availability 24X7
2. No surge Pricing
3. Reliability
4. Female drivers
5. Safety
6. Fast customer’s grievance
redressal
Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
7. Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
Pricing
• Surge pricing
• Uncompetitive pricing
Product (App)
• Error in ETA
• Slow app
• Bad customer support
• No link with paytm or other
payment gateways
Operations
• Driver’s attitude
• Unavailability of cars
• Concern for safety of passenger
• Condition of cars
Reasons for migrating from Olacabs:
8. Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
PRIORITY: Operations ISSUE SOLUTION
HIGH
Driver’s attitude
• Soft skills training of drivers
• Blacklisting of bad drivers
Unavailability of cars
• Using analytics to identify high traffic areas and
accordingly direct cabs to be there.
Condition of cars
• Creating standard for selection of cars
• Partnership with service workshop for regular
maintenance
PRIORITY: Product (App) ISSUE SOLUTION
HIGH
Error in ETA
• Tie up with google for accurate heat map or develop
new accurate heat map for better traffic estimation
Slow app • App redesign with increased responsiveness
Bad customer support • Training of customer care executive with clear goals.
No link with paytm or other
payment gateways
• Partnership with Paytm and other payment gateways.
9. Company &
context
Customer
Journey
Issue Tree Survey Root Cause Solution
Implementation
roadmap
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Tie up with google for accurate heat map or
develop new accurate heat map for better
traffic estimation
App redesign with increased responsiveness
Training of customer care executive with
clear goals .
Partnership with Paytm and other payment
gateways
Integration,
testing &
launch
Soft skills training of drivers
Blacklisting of bad drivers
Using analytics to identify high traffic areas
and accordingly direct cabs to be there.
Creating standard for selection of cars
Partnership with service workshop for
regular maintenance.
Resource distribution based on monthly data analytics and predicting
pattern.
Development, testing, integration &
launch
ImplementDefine standards
Identification workshops and collaborating for cheaper & faster solution
Six Month Roadmap for Implementation
Development, testing, integration &
launch
Product
Operations
SOLUTIONS
As and when case arises
Once in a quarter Once in a quarter
5 cumplusory mandays training for each executive