We had a major client, the BBC, and very quickly took on the management online of the BBC’s entire UK ground transport requirement – saving them around £1million in its first year. We certainly knew what we were doing, but we needed help to make the best of that knowledge.
Chairman & CEO, Geoffrey Riesel FIoD
Mountview House Group (MVHG) based in North London is a long-established, award-winning ground transport provider of some 1.5million journeys a year. MVHG engaged Robert Stead of The Marketing Centre in 2014 to work on the performance of a corporate travel product MVHG had grown over more than 60 years from on-demand black cab services into a diversified ground transport offer including One Transport, a corporate travel service.
‘We had a major client, the BBC, and very quickly took on the management online of the BBC’s entire UK ground transport requirement – saving them around £1million in its first year. We certainly knew what we were doing, but we needed help to make the best of that knowledge’ Chairman & CEO, Geoffrey Riesel FIoD
Mountview House Group, formerly Radio Taxis Group, was established in 1953 as an independent driver co-operative of Licensed London Black Taxi Cabs and their taxi-owner drivers. After demutualizing in 2004 it became Radio Taxis Group Ltd and in 2005 became the world’s first CarbonNeutral® transport company. The One Transport platform – a UK-wide ground transport management system and network of 400 private-hire, taxi, courier and bus companies – was developed in 2006/7 in addition to the core Radio Taxis business. (MVHG also has a niche radio taxi arm, Xeta.)
‘One Transport was established to meet the needs of a specific large customer, the BBC; but attempts to sell it alongside the black cab product to other corporate customers were below target and MVHG brought The Marketing Centre in for four days a month to work on the product,’ explains Robert Stead.
Robert ran The Marketing Centre workshop with the group, interviewed key staff and customers, and made a detailed analysis of the customer base, including revenue and profitability levels. As a result he identified three main issues.
First, the corporate travel product was not clearly presented, and was sometimes sold to companies too small to benefit from the levels of transparency and management information provided.
Secondly, sales processes were unstructured, with no active pipeline management and much of the lead generation left to field sales staff.
Thirdly, the overall group name, Radio Taxis Ltd, could be mistaken for the Black Cab product, Radio Taxis, causing confusion not only with potential customers but internally with sales staff.
The action plan agreed with the board included re-branding the group with a neutral name – Mountview House Group – to separate it from the three transport product brands, giving them clearer positioning. In addition, One Transport product was re-focused towards major corporate users of ground transport who could benefit from all the services offered, for example the transparency and management information. This adjustment also required re-working the sales proposition, sales collateral and product website.
Additional changes involved re-aligning the sales team into an account management and new business structure, with clear responsibilities and metrics for each. This fresh business-team approach was strengthened with a new field marketing manager, and an outsourced telemarketing team generating a pipeline of qualified sales leads from specifically profiled and selected target customers.
‘The re-branding is complete, the websites and product collateral are stable and informative – and the reaction from the staff is positive’ – Robert Stead
During the first five months of 2015, new sales of the corporate travel product have run at 190% of the target levels set before The Marketing Centre engagement began. There is qualified sales pipeline coverage of eight times the target revenue for the balance of 2015. The Marketing Centre have now been engaged to develop a new corporate travel product aimed to meet the requirements of smaller companies.
Robert Stead joined The Marketing Centre team in October 2012