In a ride-hailing market, a driver usually works for several companies and gets job offers from multiple apps. If a driver is offered several jobs simultaneously, he logically chooses the one with a higher price.
How does a company keep attractive fares for customers and secures a high order acceptance rate by drivers at the same time?
One of the solutions is to allow customers to add a starting bonus to drivers.
Who benefits from the starting bonus from customers to drivers:
1. Driver
If a customer adds an advance trip bonus that goes to a driver uncommissioned, it would motivate a driver to accept an offer faster and prefer it to any other offers.
2. Customer
If a customer encourages a driver with a bonus, they are sure to wait less for the order to get accepted and processed.
3. Company
If a company enables “Starting bonus from customers to drivers” it will see a decrease in rejected and ignored offers statistics along with growth of finished orders and total revenue figures.
How to set a starting bonus from customers to drivers for your services?
The bonus has to be activated for every service separately.
Access the tab “Services” in My hub > select a specific service > proceed to the sub-tab Payment methods > hover over to the section “Starting bonus from customers to drivers” and enable the toggle “Allow customers to add a bonus to the order price to make the offer more attractive to drivers”.
After that, specify bonus amounts that will be available in the Customer app.
A minimum of 3 and a maximum of 5 bonuses can be configured. Bonus value allowance includes both integrals (for ex 3, 5) and fractions (e.g. 4.5). You can edit the number and value of a bonus at any time.
Mind that “Order total calculation” has to be “Enabled” for the “Starting bonus from customers to drivers” section to display in Payment methods. The feature is hidden with the disabled “Order total calculation”.
How to add a starting bonus to drivers from Customer app?
Open the Сustomer app, set your order up and tap “Confirm order”. The system will offer you to add a bonus to the driver on a pop-up screen “Want to get a car faster?”
Select the bonus you wish to apply or tap “skip” to proceed with the original estimation.
Once a customer adds a “Starting bonus” a driver can review it on the new offer screen. The bonus is shown separately from trip estimation to motivate the driver to accept the order.
If the driver ignores the offer, it will go to the next driver as per the intelligent queue algorithm.
Once “Starting bonus from customers to drivers” is set for a service a customer will be able to add a bonus:
for instant orders
for all Nights rates
for Fixed rate zones fares
for linked services (Allowed service type), where a driver is allowed to get offers on a service with enabled bonuses. For e.g.:
a. driver on Business is allowed to get orders on Classic
b. there are bonuses for Classic service
c. a customer places an order on Classic with a bonus
d. the order goes to a Business driver
e. the Business driver gets the bonus set for Classic service
for any payment method on the service (NB if bonuses are available for a service with corporate accounts method, a bonus is covered by the corporate account)
for orders placed from partner apps if a company allows service for travellers
for orders with discount coupons and Free rides (with a 100% discount a customer covers the bonus with the payment method available)
for services that work with dynamic pricing
A customer can NOT add a “Starting bonus from customers to drivers”:
for preorders
for service types that have multiple services visible for customers (for e.g. 2 Classics). Mind that if a service type has 2 services and service 1 is invisible for customers, but service 2 is available for orders from the customer app, customers will be able to add bonuses for drivers on service 2.
for orders from the Operator app
for orders from the Web app
for similar services of 2 companies with overlapping areas within one brand (For e.g. Classic in company 1 and Classic in company 2)
“Starting bonus from customers to drivers” is logged in:
- Operator app (for the ongoing orders and in order history)
- Customer app > My orders > “Bonus to driver” section in each order details
- Driver app > Recent jobs > “Bonus from customer" section in each order details
IMPORTANT
1. If a company has rounding rules for their fares, the bonus value is rounded per the rounding formula.
2. Order history in My hub shows the final trip cost, without the breakdown into trip fare, driver bonus, tips, etc.
3. Driver plan order fee (dynamic and fixed) is charged from the trip cost excluding the driver bonus, as the bonus is a driver's personal earnings.
Driver plan transaction fee (dynamic and fixed) is charged from the trip cost including bonus, as the fee is charged on the final trip cost for the payment transaction itself.
4. If Customer credit card transaction fee in % is set, it is charged from the driver bonus as well. For e.g. $10 trip fare, $2 bonus, 10% transaction fee. Total transaction fee is $1.2 =$1 (from trip fare) + $0.2 (from the bonus)
5. If a customer has a discount coupon and adds a starting bonus for a trip, the discount is processed from the trip cost excluding the bonus. This means that the starting bonus is added to the discounted trip cost.
Boost your accepted order statistics with the 'Starting Bonus from Customers to Drivers" feature!"
Get more insights on how to allow customers to add tips in How to leave tips to drivers.