13cabs Undergoes Complete Rebrand Via Thinkerbell

13cabs, the consumer facing brand of Cabcharge, has undergone a national rebrand via independent agency Thinkerbell.

13cabs chief operating officer, Stuart Overell said, “We’ve been helping people in Australia get where they need to go for over 40 years. When people think of booking a car – any car – we want them to think of 13cabs.”

“If you’ve been riding with 13cabs lately, you will have already begun to notice the improvements to our service and we want to ensure our passengers continue to see 13cabs is dedicated to providing service excellence through all touch points.”

The rebrand impacts all customer touch points including the app, the cars, the driver uniforms and communications. The re-brand coincides with an overhaul of the 13cabs customer experience. This includes:

A completely redesigned 13cabs app. With almost two million people already using the app, the 13cabs in-house technical team have made significant improvements to the user interface, backend capabilities and functionality to ensure a best-in-class experience for both passengers and drivers.
Improved driver training for all current and new 13cabs drivers to shape a passenger-first mindset ensuring all passengers experience their cab, their way.
Improved customer care programs and contact centre operations.
The entire national fleet of cars have been redesigned and are rolling out progressively, so Passengers can more-easily identify a 13cabs car from other taxi companies.

13cabs head of marketing, Liz Attia said, “When I started at 13cabs over 12 months ago it became immediately evident 13cabs plays a much bigger role in the Australian community than given credit for. And the way we achieve this is through our people. People are the heartland of our brand. No matter who you are, you can book your way, pay your way, and more importantly, there’s always someone to contact at every touch point if needed. This is why our communications features real stories, told by real people. These people include Karen our contact centre supervisor who has been with the company for over 20 years, Saeed, a career driver at 13cabs for 27 years, and Nick who manages the lost property and driver training for passengers with special needs.”

Thinkerbell Founding Tinker, Jim Ingram said: “Going through the Driver Training process, getting our Taxi licences and listening in on the 13cabs Contact Centre has given us a real insight into the role 13cabs plays in helping millions of Australians get where they need to go. Through telling these stories, 13cabs is building pride back into their diverse Driver network by highlighting the important role Drivers from all backgrounds play in connecting Australians around the country.”

The rebrand comes to life across multiple customer touchpoints, mostly online, radio and outdoor.

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