Service System: Customer Interaction

Focusing on improving customer experience along the activities which

involved customer/consumer engagement
Access to
Service
Access
through
mobile app on
all three
major mobile
platform
Access
through Web
site
Access
through call
support

Booking the
Service

List available
options and
price
Indicate time
taken for start
of service
Flexibility to
set pickup
location (with
favourites)
Pre-booking

After Service
support

Experiencing
the Service

Clean and
safe cabs
Polite drivers

Billing
Payment with
cash, ewallets and
credit cards
Rating and
feedback
system

Improving
Share of voice
and mind

Notifications
of current
promotions
Promote
share of voice
with invite
system

Enhancing access to service: Mobile

application offline mode
Customer
Travellers with lack of
access to internet
service

Feature
Offering offline mode
in mobile app

Benefit
Existing target
customer can
continue to use OLA

Value captured
Providing convenient
& reliable OLA
service offline

Travellers might not have access to internet due to lack of service

resulting in limited access to OLA service. By offering offline booking
service we can better serve this customer segment and increase the
share of mind.
The offline service generates an SMS containing encrypted details of
customers ID and location which can be sent to OLA servers to process
and book OLA service. The service can be confirmed back with an SMS
detailing the cab details and arrival time with the option to cancel the

Enhancing access to service: Mobile

application offline mode Currently, on an
average, 250 air
passengers use cab
service to get to or
out of airport per hour
in a metropolitan city.
Out of these, 40
customers might not
have access to
internet in their
smartphones on
arrival to their
destination. This is

Enhancing booking to service:

Reducing last minute cancellation
Customer
All Existing customers

Feature
Offering options for
cancellation and
rating based on
cancellation

Benefit
Improved
accountability by cab
drivers and
customers

Value captured
Improved service

Currently, there are many last hour cancellations that are leading to
greater consumer dissatisfaction. While prevention this problem is not
possible at all times, we can provide customers option to share a cab,
ride later, ride now or even rate driver who did not show up. Driver
/customer can be rated based on no-shows too
This features increases accountability from driver/customer end and is
the right way for OLA to start to responding to cancellation issues .

Enhancing booking to service:

Reducing last minute cancellation

Currently, on an
average, 250 air
passengers use cab
service to get to
airport per hour in a
metropolitan city.

In-app Notification/can have

it in notification bar too

No-show visible in ratings

Out of these, 10
customers might not
have access to
internet in their
smartphones on
arrival to their

Enhancing service experience: Tracking

current session
Customer
All Existing customers

Feature
Current session
notification within
app/notification tab

Benefit
Improved access to
info on current
session/service

Value captured
Improved customer
experience

Currently, once the service is booked, the limited status of the service
can be seen within the app under the My Rides tab. The customer
has limited access to trip details including trip distance, current billing
or ETA of destination. This along with small perks like drinking water,
mobile charging can help improve customer service experience.
This features allows the user to easily access the current booking and
helps reduce unwarranted cancelation or duplication of the booking.

Enhancing service experience: Tracking

current session

In-app Notification

Notification in the
notification bar

Details of the current

booking including
arrival time of cab,
current trip distance
and price can be
updated in the
notification bar or with
a dedicated notification
within the app which
positions over the
other tabs.
This improves the
overall customer