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Greentomatocars enjoy 40% growth boost with Magenta minicab solution

By Byron Rimmer
Thursday, May 29, 2014 - 13:00

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BOOST: Magenta key to Greentomatocars

Greentomatocars, the UK’s first hybrid-only minicab service and London’s second-largest minicab company, have cited Magenta’s Echo software as a key reason for 40% year-on-year growth.

Echo, Magenta’s next-generation operational and dynamic scheduling solution for minicab, private hire and limousine businesses, streamlines and automates business processes.

Greentomatocars claim the automated improvements are enabling the company to deal with an increase in business while delivering improved customer service.

Magenta’s ‘out-of-the-box’ solution has automatic allocation technology, which ensures continuous improvements in fleet utilisation and further reductions in carbon emissions.

Mike Tobin, Managing Director of Greentomatocars, said: “Automatic allocation, bespoke customer services functions, and integrated apps convinced us we were getting a unique, feature-rich solution that would differentiate our services from the other players in the market.

“Echo is the key technology enabler in our business and we are now in a far stronger position than ever before, both in terms of people and technology.”

Allocating jobs to drivers based on multiple complex criteria and looking at the fleet performance as a whole, Echo rapidly computes and monitors complicated factors like dead mileage, delays in pick up, idle driver time, customer category and preferences, along with a range of other parameters and input from third-party integrations.

Optimised job tasking is then sent to drivers on their mobile devices, while Echo also provides a multi-dimensional view for controllers.

The Echo solution implementation has brought about considerable operational efficiencies to Greentomatocars.

These include a streamlined booking process with the possibility of low-to-no mistakes, an increase in the average number of jobs  per driver and a reduction in the number of late pickups.

The driver app has also enabled drivers to communicate job status and messages to the controllers quickly and efficiently.

Duncan Fendom, Global IT Director for Greentomatocars, added: “We are experiencing an increase in bookings of more than 35% coming through our new web portal and smartphone apps for iPhone and Android.

“In addition, we are seeing an increase in electronic booking and dispatch, driven by the efficiency of automatic allocation.

“Thanks to the Echo platform, we are poised to scale our business volume up by 50 to 100%, which will deliver substantial bottom line results.”

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