1

Summer Internship Project report on

Formulation of a Training and Development module for Taxi

drivers at TaxiVaxi and Preparing an HR Policy guide for the

company.

Submitted by:

Shubham Govil

15PGDMHR42

Submitted in partial fulfillment of the requirements for

the

PGDMHR Program

Under the guidance of

Corporate mentor: 1. Mr. Neeraj Tayal

Faculty mentor: 2. Dr. Soni Agrawal

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ACKNOWLEDGEMENT

The report on the aforementioned topic is part of the 2-month summer internship project,

which is an integral part of the 2-year full time PGDMHR program of International

Management Institute & Research. The project is done to enhance the understanding and

observation of management problems from an academic perspective. The purpose of the

summer internship project is to enhance and integrate the understanding of various courses

taught in the PGDMHR program in the first year and to apply practical concepts and learning

to real managerial problems at the organization. Recommendations to the managerial

problem/scope of project will be a part of this report as it will stand testimony to the ability to

understand and comprehend the issues at hand. The report has been compiled keeping in mind

the rules of the organization and with utmost professionalism. The report does not, in any way

cite unofficial data sources or websites and all the references mentioned in the report are

authentic.

I would like to express my sincere gratitude to my company guide Mr. Neeraj Tayal, CEO-

TaxiVaxi, for guiding me throughout my summer internship and research project. His

encouragement, time and effort are highly appreciated.

I would like to thank Mr. Ankit Gupta, COO and Mr. Vinod Kumar, CTO for their

unending support in my Project.

I would, in particular, like to thank my faculty guide, Prof. (Dr.) Soni Agrawal, for her

valuable inputs and support throughout my project and providing me an opportunity to learn

outside the classroom.

In the end, I would also thank my fellow interns for their valuable suggestions during and

after the completion of the Summer Internship.

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TABLE OF CONTENTS

S No Title Page No

1 Executive Summary 7

2 Introduction 8-13

3 Objectives of the study 14

4 Brief description of the concepts 15-38

5 Methodology followed 21

6 Data Analysis and findings / results 22-29

7 Conclusion/Summary/Implementation 32-34

8 Recommendations 38-39

9 Limitations of the study 39

10 Scope for future improvements 40

11 Appendices 40-43

12 References 44

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LIST OF TABLES

Table

Number

Title Page No

1 Customer problems 28

2 Income level of passengers 28

3 Skills required for training 31

4 Cost benefit analysis 32

6

LIST OF FIGURES

Figure

number

Title Page No

1 Organization structure 8

2 Industry analysis 10

3 Organised taxi market CAGR Year wise 11

4 Taxi Market breakup 11

5 Models introduced in the study 15

6 Age analysis 22

7 Gender analysis 22

8 Income level 23

9 Question 1&2 24

10 Question 3&4 25

11 Analysis 1 26

12 Analysis 2 27

13 Analysis 3 28

14 ADDIE Model 30

15 Evaluation Mechanism (Customer feedback model) 35

16 Stakeholder analysis 36

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EXECUTIVE SUMMARY

TaxiVaxi is an app based cab aggregator company. Its services are being used in more than 300 cities

pan India. Having started its operations in 2015 in Indian market, it is still in its growth stage in

India. The market is set to grow at a rate of 30.3% from 2013 to 2018. My project comprised of

several tasks in different areas like Driver-user interface, preparing HR policy manual, Learning and

development module for taxi drivers, bringing on board a new concept called In-car advertising, etc.

This report explains all the projects that I have successfully completed and the limitations associated

with those projects.

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INTRODUCTION

Company background

TaxiVaxi is first platform for booking Tour Taxis, Self Drive cars, Radio Taxis and

Carpooling on one single application. It aims at providing a hassle-free and smooth

booking experience for all your road travels. At TaxiVaxi, we bring a list of reputed

operators/vendors enabling to check availability, compare fares, check estimated time of

arrival (ETA) and finally book a ride with the service provider that best meets your needs.

To further rejuvenate your travel experience with us, we provide you services like

TaxiVaxi diaries, TaxiVaxi tadka, TaxiVaxi Wi-Fi and TaxiVaxi corporate. Book your

next trip through TaxiVaxi and we promise that the way you boo your trips will not be the

same again. Founded in 2014, the company has the mission to become a single solution for

all the road travel needs. Our vision is to enable every taxi operator in India to bring their

services online. The company is committed to streamline and automate the booking

process and provide every operator with technology, platform and support whereby they

can bring their business model online and make their presence felt to all the smartphone

users. For a start-up company, the major problem the start-up faces are of the organization

structure and also how to control the inorganic growth of the company, so the structure at

TaxiVaxi is;

Figure 1

NeerajTayal CEO

PadminiAgarwal

Ankit Gupta COO

Praveen Kumar

BinduRawal

AnamikaVerma

Vinod Kumar CTO

Chetan Bansal

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Funding

First Round of Funding: TaxiVaxi secured its first funding of undisclosed amount from

angel investors in November 2015. The main aim of raising these funds was to use them for

further expansion and also for marketing purposes. Talking about the company’s long term

plans, the founders claim that they would be looking at expanding globally. Also, new

products like radio bikes, shuttle services, self-drive bikes etc would be brought on the

platter.

Second Round of Funding: TaxiVaxi raised a funding of $500K (approx INR 3.3cr) in 2nd

round of seed funding from HNIs. The main aim to raise the capital was to add more

services, improve its technology and develop the team further. Presently, TaxiVaxi operates

in 300 cities across the country including Delhi, Mumbai, Pune, Gurgaon, Jaipur, and

Lucknow among others. It has a current user base of 15000+ and 20 corporate clients with

aggressive plans to grow up to 500 cities and achieve a target user base of 1000,000, by the

end of 2016.

Industry analysis

India taxi services market is majorly dominated by unorganized sector, however, the

organized radio taxi services market has been witnessing robust growth over the last five

years. With changing lifestyle of expanding middle class, the radio taxi market in the

country continues to grow. Number of radio taxis plying on Indian roads has witnessed a

tenfold increase between 2009 and 2013. This exponential growth has been

predominantly witnessed in metro cities, with penetration of organized sector continuing

to be very low in tier II and tier III cities as people in these cities prefer other economical

alternatives due to low per capita income.

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According to “India Radio Taxi Services Market Forecast & Opportunities, 2019’’ ,

the radio taxi services market revenues in India are forecast to grow at a CAGR of about

25% during 2014-19. There are many players in organized radio taxi services market that

provide 24x7 services throughout the year. Though radio taxi companies charge high fares

compared to unorganized taxis and public transport, the level of service provided is a lot

better than unorganized segment. Rapid urbanization, changing lifestyle and

technological improvements in commutation indicates that India radio taxi market would

increase in both value and volume terms.

Figure 2

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Figure 3

Figure 4

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TAXIVAXI SERVICES

TaxiVaxi has started its business in radio cabs, local cabs, outstation cabs and self drive cars.

They initially started with retail customers. Currently they have the retail database of around

15000 users. Soon after entering into retail, they realized the gap in the corporate sector as

well. Hence they decided to enter into corporate market with a technologically efficient

solution.

Radio Taxi:

• Ola cab, Uber, MegaCabs, Easy Cabs, Apple Cabs, Flash Cabs, RBTS Cabs and

many more on the platform.

• Comparison of fares, availability and ratings by user

• Operations in 90 cities in India

Tour Taxi:

• 2500+ cabs and has operations in 30 cities.

• Offers Hourly rental car, airport transfers and outstation cabs

Self Drive Cars & Bikes:

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• Tie-ups with Micar, Letmedrive, justride, Stonehead Bikes etc. in 10 cities in India.

• Comparison of fares, Terms & Conditions at one place.

Corporate Carpool:

• Fixed home to office carpool service only for corporate employees.

• Solution to daily office commute at a lesser cost and with trusted co-passengers.

• The service is operational in Delhi NCR

TaxiVaxi Corporate:

• First of its kind solution to companies for employee travel.

• Complete online solution for booking. Booking Confirmation/Billing/ MIS/ Emails

etc. from a centralized system.

• One solution for Pan-India Operations

• Home to office pick/drop

• Hourly Rental/ Outstation travel/ Airport transfer

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OBJECTIVES OF THE STUDY

1. Project 1- The main objective of the first project is to establish credibility among the

Radio cab users for TaxiVaxi, by providing better service to the customers and also by

trying to eliminate any problems faced by the customers through either providing training

to taxi drivers or by any other means. The second important part of the project is in-car

advertising, through in-car advertising the company is in a position to develop a market

for a new medium of advertising, where there are not much competitors present and

opening up a new source of revenue for themselves.

2. Project 2- The second project aims at developing a HR policy manual for the company,

which would ensure that all the activities of its stakeholders are for the benefit of the

company and also lies under legal jurisdiction.

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MODELS INTRODUCED IN THE STUDY

Figure 5

Customer Satisfaction survey

Personal Interviews

Data Gathering

Data Processing and Analysis

Developing an Learning and

Development module.

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TaxiVaxi was facing a major crisis of customer retention since the company had begun

its operations in September 2015, so the leadership at TaxiVaxi decided to establish

strong credibility for TaxiVaxi among the radio cab users by eliminating any problems

faced by the customers. In order to find out what are the major problems faced by the

TaxiVaxi users, we conducted an exploratory research. For conducting the research, we

prepared a customer satisfaction survey which was distributed among the existing as well

as the potential customers of TaxiVaxi. All the major elements of a good questionnaire

were kept in mind while preparing the questionnaire like;

1. Usage of clear words.

2. Constructing simple sentences.

3. Avoiding leading questions.

4. Usage of consumer terminology.

5. Logical sequencing of questions.

6. Appropriate measurement scale was chosen.

We managed to gather around 200 responses from different sets of customers. The next

stage in the research process was of collecting drivers side information in order to find

out their apprehensions behind providing hospitality industry kind of service to the

customers and also to try finding their views and opinion about in-car advertising which

was considered to be a new medium of advertising and potential cash cow for the

company. Then the data collected was correlated, analysed and finally results were

interpreted. From the inferences we came to a conclusion that in order to mitigate issues

relating to driver-user interface and customer retention, we have to develop a learning

and development framework for the taxi drivers in order to establish strong credibility for

TaxiVaxi among both its retail as well as corporate clients/users.

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CUSTOMER SATISFACTION SURVEY- A customer satisfaction survey has a

minimum of 5-10 questions relating to the service delivery and customer experience. The

main objective of this kind of survey is to find out how satisfied are the customers. A

customer who is satisfied with the services is considered to be very valuable for the

company. Happy customers are considered to be repeat purchasers; they have high

customer lifetime values and are very unlikely to defect to competitors. But the flipside

to this is that an unhappy customer is considered to be a nightmare for the company. They

are more likely not to continue to buy from you, and what is even worse is that unhappy

customers tell lots of people about their bad experience. So here in this research project,

our aim was to find out the major problems faced by the passengers while using a taxi

service. So the survey that we designed for TaxiVaxi is given below;

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19

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PERSONAL INTERVIEWS- Personal interviews is a method of data collection used

for collecting primary data. A personal interview survey is also known as face to face

survey that is utilized when a specific target population is involved. The motive behind

using personal interviews for data collection is to explore the responses of people to

gather more and deeper information. So here at TaxiVaxi this method of survey was used

to get the responses of the Taxi drivers and try to understand the reason behind them not

providing quality service to the customers, and bringing the issues urgently in front of the

top management for quick remedial action. Personal interviews also provided useful

insights regarding views and opinions of taxi drivers regarding In-car advertising.

DATA GATHERING- Data collection is a process of gathering and measuring

information for the targeted variables in a systematic manner, which then helps in

answering relevant questions and evaluating all the possible outcomes. A formal data

collection is necessary because it ensures whatever data is gathered is accurate and defined

ensuring that subsequent decisions are valid or not. We have used Web Based

questionnaires in our project as this was the most cost effective and convenient method, also

this would take less time and would be easily filled by respondents. In this we sent Google

forms to around 150-200 respondents and then analysed its findings. We will be analysing the

responses from 156 individuals. Web based questionnaires: A new and inevitably growing

methodology is the use of Internet based research. This would mean receiving an e-mail on

which you would click on an address that would take you to a secure web-site to fill in a

questionnaire. This type of research is often quicker and less detailed. Some disadvantages of

this method include the exclusion of people who do not have a computer or are unable to

access a computer. Also the validity of such surveys is in question as people might be in a

hurry to complete it and so might not give accurate responses.

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DATA PROCESSING AND ANALYSIS-

Figure 6

Figure 7

The survey was conducted among people belonging to different age groups and geographic

locations. The cumulative responses which we got stated that driver related problems are the

most commonly faced problems by Taxi users, driver related problems and service denial by

drivers were the most commonly selected options by the users. There scores were in the range

of 8 to 10.

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City of Residence

Delhi

Kolkata

Pune

Trivandrum

Gurgaon

Faridabad

Indore

Bangalore

Lucknow

Hyderabad

Mumbai

Occupation

1. Self-employed

2. Engineer

3. Government employees

4. Lawyer

5. Private tutor

6. Service

7. Summer intern

8. Taxi service

9. Tour operator

Figure 8

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Figure 9

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Figure 10

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Figure 11

From the survey, if we cumulate all the responses we can see that the taxi users face driver

related problems majorly that may either branch towards their behaviour, service denial by

them, their respective driving skills, etc.

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Figure 12

From the survey we can see that automatic location detector in the app is also considered to

be one of the major problems which the customer faces while using the App and long

turnaround time for the customer centres was making the users little bit impatient and could

might lead to the passengers switching over to another taxi app for their respective travelling

needs.

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Figure 13

Table 1

Table 2

SNO OCCUPATION GENDER MAIN PROBLEMS FACED POST BOOKING

1 Engineer MALE Driver/Vehicle related

2 Self Employed MALE Driver related

3 Salaried Employee MALE Driver related

4 Government employee

MALE Driver related

SNO INCOME LEVEL TAXI USERS

1 10,00,000 TO 20,00,000 P. A 2

2 10,000 TO 1,00,000 9

3 100000 TO 10,00,000 6

4 More than 20,00,000 p. a 1

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Data analysis is a process of applying statistical techniques to describe and evaluate data.

In our research process we have tried correlating two variables like occupation of the

respondents with the post booking problems faced by them. So the results clearly show

that irrespective of the occupation all the respondents major problem is with the service

of TaxiVaxi drivers and we also analysed that the major customer base of TaxiVaxi lies

in the income bracket of 10,000 to 1,00,000 p.a, which was quite surprising when

compared with the industry standards as the major customer base of radio cabs is

expanding middle class. From our research we derive at the conclusion that student

population comprises the major part of the customer base at TaxiVaxi.

DEVELOPING AN LEARNING AND DEVELOPMENT MODULE

OBJECTIVE

This module has been prepared as a model to assist the taxi drivers at TaxiVaxi in order to

provide better service to the customers, to build strong TaxiVaxi credibility among its Users,

because of current driver related instances which hampered the brand image of various

reputed taxi companies in India and also to establish TaxiVaxi as a customer focused and

socially responsible entity.

PROCESS STRUCTURE

The training process at TaxiVaxi was conducted in 5 phases. The training department at

TaxiVaxi followed the ADDIE model to conduct the training program effectively. The

components of the model are explained below:

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Figure 14

ANALYSIS

OBJECTIVE- According to the results of the survey that we conducted, it was quite evident

that the major issues that the customer faces is of driver related problems hence we identified

a need for training in behavioural skills, soft skills and driving skills for taxi drivers in

TaxiVaxi in order to provide a better customer service.

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Needs-

Soft Skills Behavioural Skills

How to pick up calls of the customers. O Opening doors for the passengers especially

women passengers

How to greet Customers N Not showing attitude to the passengers.

H How to modify their greetings for

women and men passengers.

Trying to make passengers feel comfortable in

the vehicle through their own personal

mannerisms.

Asking them their preferred routes M Maintaining distance from women passengers

H How the drivers can be trained to not to

engage in unnecessary conversations

B Behaving in such a manner which does not

threaten the passengers in any manner.

Table 3

OTHERS-

1. Personal hygiene

2. Car maintenance

3. Driving skills

4. Traffic rules

5. Billing discrepancies

DESIGN

1. Traditional methods

● Pamphlet distribution

2. Electronic methods

● Audio-visual

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DEVELOPMENT

Analysis of Options:

Criteria:

1. Cost to Company

2. Effectiveness of Module

3. Operational Efficiency

Options Cost to

Company

Effectiveness of Module Operational Efficiency

Pamphlet Low Cost Customized and easy to read. Easy to develop and

distribute

Audio-

Visual

Moderate to

High

Engaging and can incorporate

learning in a much better way.

Easy to Distribute,

implementation can be

regulated

Table 4

IMPLEMENTATION

1. Designing of Pamphlet: The pamphlet to be distributed to the drivers will be designed

in three phases:

Phase 1: Presentation (Annexure 1)

Personal Hygiene

a) Clothes: clean and ironed

b) Shoes: polished/clean

c) Nails: Clipped & Clean

d) No smoking or chewing tobacco while there is a passenger

e) Keep body odour in check

f) Keep handkerchiefs for sneezing and coughing

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Vehicle Hygiene

a) Car should be cleaned from both inside and outside

b) Dashboard should not be cluttered

c) The seats should be in good shape

d) Regular use of car fresheners

e) The fire extinguisher should be present

Phase 2: Punctuality & Knowledge (Annexure 2)

a) Reach on decided time and location

b) Inform the passenger in advance in case of delay

c) Have a good knowledge of routes

d) Knowledge of how to change a tire in case of emergency

e) Check for fuel before meeting passengers

f) Don’t panic in a situation like earthquake

g) Have all the necessary documents handy

h) Have information regarding nearest hospitals, police stations, hotel/restaurants and tourist

attractions.

Phase 3: Safety and Communication Etiquette (Annexure 3)

Safety

a) Follow traffic rules

b) Don’t skip red lights even if passengers ask

c) Have functional airbags

d) Avoid rash driving and over speeding

e) Avoid use of sudden breaks, or overtaking from wrong side

f) Have contacts of mechanics in case of mechanical failure

g) Don’t indulge in drunk driving

h) Always have a spare tire

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Communication & Etiquettes

a) Greet men as sir and women as madam

b) Don’t talk on phone while driving

c) Ask permission before halting for urinating or any other thing.

d) Assist disabled and elderly passengers in boarding and de-boarding

e) Help passengers with heavy luggage

f) Don’t adjust rear view mirrors for seeing women passengers.

g) Talk to operator in case of any billing discrepancies.

h) Don’t ask personal questions from passengers

i) Don’t play loud music

j) AC vents should be directed towards the passengers

2. Interactive Video- A video explaining the above mentioned points in an interactive format

which engages both visual and hearing aids of drivers will be designed. The video will be all-

encompassing; covering all the aspects divided in the three phases above.

EVALUATION

Driver Rating System: A new feature is proposed in the duty slip used by TaxiVaxi

at the end of each ride which provides all the details regarding that particular ride,

through which a customer can rate his/her driver. Over the month each driver will get

his accumulated score, which will be a major component of his performance. This

will give a gap between the expected behaviour and actual behaviour and will

highlight the training needs of particular drivers. Those scores will act as a benchmark

for the company for understanding how effective the training programme for drivers

is.

Customer feedback mechanism: While the rating system will give ratings to

individual drivers, a customer feedback mechanism will bring out the issues which

left the travellers unsatisfied. This will help both the organization and drivers to

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prioritize and resolve issues to increase customer satisfaction and also will help in

building strong reputation for TaxiVaxi among its existing and potential user base.

Figure 15

STAKEHOLDER ANALYSIS

Stakeholders

1. Taxi drivers

2. Customers

3. Operators

4. TaxiVaxi

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Figure 16

TAXIVAXI

Key player is taxivaxi which focuses efforts on this group

Involved in governance/decision making body

It engages and give consults regularly to drivers

TAXI DRIVERS

Engages customers and consults key drivers on interest area

Try to increase level of interest

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OPERATORS

Makes use of interest through involvement in low risk areas

Potential supporter/goodwill ambassador

CUSTOMERS

Inform via general communications, newspapers, website, mailshots.

Benefits to different stakeholders

1. Taxi drivers

Improved mannerism and communication skills

Increased chances of repeated customers

Good driver rating leads to benefits for driver

In depth knowledge and finding quickest routes amid congestion

Help improve his personality and being patient

2. Customers

Higher degree of customer satisfaction

Better experience for customers

Customer Engagement

3. Operators

Training of taxi drivers increases reputation of the operators

They are likely to get more business is drivers behave appropriately

Taxi drivers up to date with customer expectations and changes in the taxi industry.

Training assists all drivers to effectively meet the needs of customers by developing

and maintaining the necessary knowledge and skills.

When customers' needs are met they are likely to continue to use taxis, which means

more business for all drivers.

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4. TaxiVaxi

Increased brand image of Taxivaxi

Training of taxi drivers will give a responsible impression to the investors

It will bring a lot more corporate business to TaxiVaxi.

RECOMMENDATION

Many taxi organizations have come to the realization of the importance of the role of training

and development programs as it increases the organization's staff efficiency, skills and

productivity. Few recommendations are as follows:

1. Advanced driving instruction at a further education and training center for all taxi drivers

should be a legal requirement, as it will reduce the unsafe road practices followed by taxi

drivers.

2. Taxi personnel should also receive training at a further education and training in customer

care to raise their awareness of the need for courtesy towards their customers. Customer

relations skills is important for the business owner and employee to take into consideration

what the customer is saying and accept suggestions and ideas of their customers and try to

respond appropriately.

3. Systematic Training: Identification of training needs should be done professionally in

conjunction with the taxi association and owners as well as the individuals involved. Everyone

involved should agree exactly to what the trainees are lacking, for instance what skill is needed,

and what attitudes need to be changed toward work performance.

4. Objectives should be SMART (Specific, Measurable, Achievable, Realistic and Timely) and

unambiguous, and should develop individual as well as meet the needs of the industry.

Objectives should also include performance targets, measures standards and should be seen as

attainable by individuals. Also a basis for motivating through intrinsic and extrinsic rewards

should be provided as this will lead to improved performance.

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5. Motivation generally seeks to boost employees’ morale to work hard and thus increase

productivity. Motivation include both extrinsic, such as more pay, allowance, fringe benefits,

and intrinsic such as recognition, appreciation, acceptance by fellow workers, opportunities for

promotion and career development.

8. Improve interpersonal relationships: An interpersonal relationship is another way for

employees to develop skills, increase knowledge about the industry and its clients by

interacting with a more experienced member.

LIMITATIONS

Organizational Level

a) The financial constraints prevented implementation of highly effective options

such as workshops with SMEs (Subject Matter Experts) in the travel and

hospitality industry.

Individual Level

a) Driver’s unwillingness to learn.

b) Language barrier in different cities.

c) Lack of awareness among drivers regarding the importance of learning which

could help them in their personal as well as professional growth.

d) Illiteracy

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SCOPE FOR FUTURE IMPROVEMENT

The training programme at TaxiVaxi can be outsourced later on to a travel and hospitality

education firm specialized in conducting driver training workshops by using various case

studies, group experience sharing events and fun interactive activities with many prizes for

participants at a later stage in the company’s growth cycle when they have the requisite

budget to invest in such kind of training programme. As it would help in incorporating

learning among the taxi drivers.

ANNEXURES

Annexure 1 (Phase 1)

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Annexure 2 (Phase 2)

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Annexure 3 (Phase 3)

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REFERENCES

• https://www.linkedin.com/company/taxivaxi

• http://yourstory.com/2016/05/taxivaxi-angel-funding/

• https://inc42.com/flash-feed/taxivaxi-raises-500k-seed-funding/

• file:///C:/Users/Shubham%20Govil/Desktop/TaxiVaxi/L&D/Cab%20companies%20li

ke%20Olacabs,%20Meru%20Cabs%20and%20Carzonrent%20sending%20drivers%2

0to%20finishing%20school%20-%20timesofindia-economictimes.html

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re%20soft%20skills%20for%20better%20service%20-

%20Times%20of%20India.html

• WWW.TAXIVAXI.COM

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%20fired%20within%2012%20minutes_%20Speed%20hiring%20catches%20fancy,

%20OlaCabs%20being%20one%20of%20them%20_%20ET%20Auto.html

• file:///C:/Users/Shubham%20Govil/Desktop/TaxiVaxi/HR%20POLICY/Startups%20t

weaking%20leave%20policies%20to%20keep%20employees%20happy%20-

%20The%20Economic%20Times.html

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ups%20adopting%20innovative%20HR%20onboarding%20policies%20-

%20The%20Economic%20Times.html