Technology Needs for Small Operators
By Bruce Davidson

The majority of limousine operators in the United States have less than 10 vehicles, and they are what I would consider to be small operators. Yet, due to their size, not much emphasis had been paid to the technical tools they need to run their business operations. This is no doubt because of the small amount of resources they have to invest in those tools.

Nevertheless, that does not mean that the tools they need are not just as or more important to their operations. Many small operators perform most of their daily tasks manually. However, the days when that is the most efficient way to run even a small business have passed. Certain tasks need to be accomplished using up-to-date technology if a small operator is going to remain competitive and grow.

When planning to automate your business, there are three key areas to examine: back-office operations, a web presence (via a website), and your telephone/ answering system. You may have one or more of them, but all three are integral to keeping a small business running smoothly.

Back-Office Management Systems
The most basic of office functions usually starts with a PC. Some operators are reluctant to step up and use a computer for the various operations, but there are compelling reasons why using a computer far outweigh not using one.

To get started, you will need a PC-based computer with a Microsoft XP Pro Operating system and a combination printer, fax machine, and copier (you will need all three, and you can get a decent combination model for around $100). You will also need an Internet communication line to send e-mail and fax confirmations, etc., over the Web. I don’t recommend DSL or dial-up because they will NOT be fast enough. Once you have a PC set up, I urge you to invest some time and a small amount of money in a good back-office management software system (see Limousine Digest, September 2004, Automation: Is it for Your Business?). Here are some key points to what a software management package can do for your business:

To run your company you have to keep track of your customers. You need to be able to look up their phone numbers and addresses or do some mailings. A computer can store all of this data and retrieve it many ways, including making form letters and mailing labels. This same information is pulled up when making a reservation.

• You also need to keep records of drivers and vehicles. They are much easier to update and find on a computer database. Keep track of hire dates, license renewals, etc. Most software will automatically alert you when things are getting close to expiration.
• Store, retrieve, and print reservation/trip sheets for drivers.
• Keep pricing information in a computer. It can easily be reprinted, and it can easily be changed when costs change. Also, you always have a reference ... the computer doesn’t forget special pricing for a special customer.
• When trips are completed, credit cards must be processed (this can be automated through the computer).
• Some customers may want invoices faxed or e-mailed, which can be easily automated through the software.
• Keeping track of who hasn’t paid you is easy through accounts receivable systems supplied as part of back-office systems. You can also run aging reports.
• Use the system to keep track of maintenance needs. As you get information on trips that were completed, also get the mileage on the cars for the trips, since most of the software packages will notify you when the vehicle reaches the mileage you indicated the next maintenance was due.
• The history of your business is very important. Only a computer can compile records by range of date or passenger, indicating how much business was done. Your customers often want this kind of information and it is almost impossible to assemble manually. Additionally, you can find out a lot about your business with this kind of analysis. Looking at the data will give you a sense of trends — ones you may not have noticed without a report.
• From the history and other parts of the software system, all packages will provide an assortment of management reports that will assist in running your business. Use none or use them all — it’s really up to you how many report features you take advantage of.

All of items above will be performed at one time or another by you, the small operator, manually. Some will be infrequent, and some, like reservations, many times per day. But having those tasks assisted by computer will not only make the process faster, it will make the tasks EASIER and give you more information while you do it. You will have to put some work in to learn the system and set it up, but you are setting up for your future — a better, easier future.

Company Website
Your customers are not just looking for you in the local phone book anymore. In fact, a wide cross-section of your customers are Web savvy, and they want to see a website before they may a reservation. The fact is, many customers will view your business as less progressive if you don’t at least have a basic Web presence. The Web is convenient, open 24 hours, and can help customers make a decision without ever talking to a live person. The purpose of your website is to let prospective customers know:

• You are technologically up-to-date enough to display your services on the Web, so the site should be of good quality ... but that doesn’t mean it has to be flashy or loaded with gimmicks. A simple, easy-to-use site is more important than one loaded with graphics that take forever to load. The keyword here is “simple” — but it must contain enough information to keep them interested. Display pictures of your cars, detail your services, and talk about your coverage areas. They want to know, and they may move on to the next site if they can’t find the information.
• The site should have a description of your company and a list of your services. The goal of the site should be to pique the interest of a customer enough so they call you to request rates.
• The methods they can use to contact you: phone numbers, fax, and e-mail addresses should be displayed on every page!
• You can include an e-mail contact form, which will send you an e-mail message directly.

In these times, a website is almost a requirement for marketing purposes. An operator must also have an e-mail address where customers can reach them electronically. Small operators will be surprised to find that sometimes reservations are
e-mailed to them. Customers who don’t know the area are as likely to search the Web as use the Yellow Pages. Make sure that your website is listed on all your printed materials and on all your association listings. Establishing a basic website and e-mail account is not expensive, and it can be set up by hiring one of many computer consultants/techs. After setup, only an annual hosting fee is required.

Telephones
If you are like many operators who handle the phones directly in all cases, then no answering equipment is necessary. It is only required that the phones be smoothly forwarded to you or a receptionist, wherever they are. This means that the customer should have no idea that you are not at your base location. Many operators out there think call forwarding is one of the best inventions ever created. With a phone call to the phone company, all calls can be forwarded to a cell or home phone any hour of the day. Great invention? Not so fast.

Above all else, proper phone etiquette is a must. If your phones are being forwarded to your cell phone, then your adorable 4-year-old should not answer the telephone at home. Chances are your customers will either think they have a wrong number or won’t think he’s as cute as you do. This also rings true for cell phones. There is nothing worse than listening to an owner answer the phone generically with “limousine service,” if the customer can hear the call at all. If you’re driving, how do you take a reservation? Between the scratchy background noise, potential service drop, and generic answering, cell phone forwarding is a sure-fire way to convey that your company isn’t professional.

If you do not plan to answer the phones 24 hours a day, I recommend getting either an answering service or quality answering equipment. Should you elect to use electronic answering equipment, I highly recommend having a professional provide the on-hold message, since the professional impression it leaves is well worth the small cost. If you answer the phones, use the full company name with a small greeting such as, “Thank you for calling XYZ Limousine Company. How may I help you?” In any case, the customer should always feel like they are important, therefore, the phones should be answered courteously and professionally at all hours of the day, whether it’s live or answered by the machine.

Having found you on the Web, been greeted pleasantly, and had their reservation taken smoothly and quickly using information provided to you by your back-office system, the customer is now looking forward to a comfortable ride with your technologically up-to-date company. LD