I recently published a blog about my first few weeks at Sherlock which, judging by the feedback I've had, some of you have already read.
If you've not read my previous piece, you can read it here. As I spend more time settling into the new role, I’m learning more about the product and reflecting on some of the challenges I know operators face, where other systems can fall short and what I’m discovering Sherlock does differently.
Customer apps that can't cope with high demand
"When we're at our busiest, we have to switch the app off as the system becomes overloaded with jobs"
I've worked with operators who simply switch their app off at busy times, for example, on Friday nights, because demand outstrips supply and their allocation is inefficient. Not only does that mean your automation isn't working for you when you need it most, it also reduces your credibility to the customer, as they begin to see you as unreliable.
One of the first things I noticed with Sherlock is capacity management. This is a feature that essentially works like a balancing scale and allows operators to manage the number of jobs coming in against fleet availability, whilst prioritising different variables, to ensure that they don't get to the point where the system can't cope with the volume of bookings being made. The most impressive part of this is how capacity management works alongside the auto-allocator and trips that have already been accepted.
Dispatch that is limited and inflexible
'Closest car’ that isn’t really closest car
All dispatch providers talk about allocating based on closest car, but the reality can often be simple GPS proximity. Sherlock's allocator is a true reflection of the current state of play as real-time Google traffic conditions and road closures/blocks are considered – not just mileage distance - something which has been the case since day one as this is how Haulmont developed Addison Lee's dispatch system.
I can see that this is providing more efficient dispatch for Sherlock customers, ensuring that passengers get accurate and reliable ETAs, and therefore increasing overall satisfaction.
Difficulty incorporating electric vehicles seamlessly into fleet
Allocation that doesn't consider variables relevant to electric vehicle dispatch
With the continual push towards electric vehicles, more operators are incorporating them into their fleets. This can create problems with automation if allocation algorithms don't understand the variables.
I haven't come across another dispatch solution that handles electric fleets as comprehensively as Sherlock. Allocation considers electric charging point locations, battery information such as vehicle range / remaining charge and vehicle status (for example, currently charging with 10 minutes remaining). Including these factors as part of allocation decision-making allows businesses to integrate electric vehicles without compromising automation or customer service.
Pricing structures that are too rigid
Pricing that is too inflexible and limited
The pricing module in Sherlock offers an extensive level of functionality. Operators don't often have one simple tariff that applies to every journey – pricing usually varies based on customer, service, location, time of day and lots of other factors.
Accommodating that complexity requires workarounds or manual intervention in many systems. What I can see is that operators are able to build pricing around how their business actually works, rather than adapting their businesses to suit the software.
What stood out to me the most is that this flexibility is not limited to one part of the software. Pricing can be applied consistently across bookings made through the passenger app, web booker, account portal, telephone and other integrated channels. This helps to protect margins and provide reliable estimates without creating unnecessary extra admin.
Not having the right tools to support drivers
A lack of tools to recruit and retain the best drivers in the industry
Everyone in the industry knows that driver recruitment and satisfaction is vital – arguably as important as passenger opinion. In a world where many operators are struggling with driver shortages, this is only becoming a more significant issue.
Many platforms now offer some form of driver onboarding, but it’s the additional functionality that can make a real difference to how smoothly the process works. Sherlock’s Driver Onboarding Portal allows drivers to re-submit applications with extra paperwork following operator feedback, without having to start a completely new application – helping to streamline onboarding and remove some of the bottlenecks that can occur.
Once the drivers are up and running, there are plenty of great features for them including heat zones to help them know where to wait to be assigned trips, something that is really useful in quieter periods as it helps drivers to feel like they have more control over their day and earnings. There is even a 'Going Home' button to press that means the allocator will dispatch a trip in the direction of their home address at the end of a shift. Driver tips are also available on all booking types, even account trips and they can choose their own navigation (Google or Waze) at an individual level.
The biggest thing I've noticed since joining Sherlock isn't any individual feature. It is how connected and flexible every single one is. Configuration is built into the system because operators aren't rigid and no business is the same as another. It's clear to me that every piece of functionality has been designed to solve a genuine operational problem rather than simply add another bullet point to a feature list – and looking at the metrics of Sherlock customers, the technology is delivering a big impact.
After spending more than two decades in this industry, I understand the difference between a long features list and those that genuinely solve problems for businesses – and that is what really stands out about Sherlock.
Written by Martin Carr at Sherlock. Martin has over 25 years of experience in a variety of roles at leading dispatch companies.
