Business success now hinges on more than just profit margins and market share; it thrives on vibrant ecosystems and cultures of empowerment. Mastering the workforce of independent driver-partners fueling on-demand services demands keen understanding and thoughtful management.
The flexibility of working for platform businesses
Managing an on-demand workforce needs ongoing commitment to empathy and constant open communication. The diverse schedules, motivations, and commitments of driver-partners require a nuanced approach to flexibility.
The platform business industry has evolved over time, leading to a more mature understanding among driver-partners regarding both the advantages and obstacles associated with their role. This knowledge is often acquired through referrals and word of mouth, contributing to a smoother experience during their onboarding, significantly shortening the time needed to activate their accounts, and lowering their barriers to entry.
This further lends a hand to the flexibility they need, which is the cornerstone of any approach when it comes to managing driver-partners. It’s important from the start to recognise that each driver-partner brings a unique set of circumstances to the table. In turn, on-demand platforms should offer choices and flexibility in daily operations, providing autonomy tailored to individual needs.
This isn’t a one-size-fits-all solution but an acknowledgement that driver-partners may be pursuing on-demand work as a side hustle or as a full-time role. For some, the value of flexibility is a higher consideration than income alone. Take Juliana Jorimi, a mother of four with a love for driving. She left the traditional logistics industry and joined us two years ago, as she can align her deliveries with her children’s schedules and effectively balance both work and parental duties.
Leveraging strategic technology implementation to provide efficiency
Technology is more than just a tool but is a strategic enabler for any business. As businesses that run on technology platforms, it is also important to make sure there are features that support every driver-partner. Aside from providing communication channels, features such as district filters empower driver-partners to choose pick-up locations, giving them greater control over when and where they work.
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This is more than just about convenience – it’s about maximising income and efficiency. Kalyana Sundaram, a driver-partner with a lorry and a fruit stall in Little India he runs with his older brother, strategically plans his deliveries by accepting orders in the neighbourhoods where he is already located. This elevates the technology to more than just a feature but as a means to empower driver-partners to make strategic choices that benefit both them and the company.
Product enhancements are necessary to provide the best experience to customers, but at the same time, daily process improvements to ensure efficiency and productivity for driver-partners cannot be overlooked, as they are customer-facing and key to customer satisfaction.
The nature of the job also means driver-partners are always on the go, so leveraging technology, such as email submissions and in-app chat features, provides direct communication channels and valuable feedback opportunities. Real-time updates through platforms like Telegram broadcast channels keep driver-partners informed about surcharges and traffic situations, fostering a sense of connectivity that aids them in their deliveries.
The support systems in place for driver-partners
The first line of support is transparency concerning fair compensation. To show the value of contributions that on-demand workers get, fair compensation needs to be more than just a policy. Access to clear and comprehensive information about total earnings is non-negotiable and needs to be achieved from the start.
But it goes beyond information provision. The implementation of new processes and features aimed at dynamic operation is also crucial. Dynamic surcharges, for example, give driver-partners the chance to earn extra income, enhancing their passion for taking on more orders. This goes above just paying them but also recognising their efforts and creating a compensation structure that aligns with their dedication.
A robust suite of training programs is also crucial to the success of all driver-partners. With insights gained through daily operational observations, more comprehensive training programs can be curated, equipping driver-partners with the skills necessary for an evolving future.
An algorithm identifies the most relevant training materials, allowing drivers to refresh their skills and enhance delivery performance. This creates a win-win scenario for them and the company, empowering driver-partners to excel in their roles and achieve their delivery targets and overall goals.
Moreover, on-demand workers need to feel the commitment companies have to their long-term success, and strategic partnerships are part of ensuring that. Alleviating costs associated with deliveries through fuel discounts, lower rental rates on vehicles, optimal vehicle servicing rates, and mobile plans at preferred rates is a benefit but also part of a tangible support system.
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It is also recognised that the distortions of industry balance can occur through the capture of market shares via unrealistic incentives and coupons. This should be avoided as it creates a false reality for both users and driver-partners. Partnerships should be about reducing operational costs and enhancing the overall experience of driver-partners, reinforcing the idea that the company is genuinely invested in their success.
What’s next for us looking to the future
Platform businesses navigate diverse countries with their unique cultures and business norms. These are key factors for business success if companies want to understand and be relevant in their markets.
The expectations of on-demand workers are dynamic. Recognising the importance of managing them not as employees but as partners collaborating with us to foster efficiency within the industry is crucial. Beyond the scope of work in Singapore, companies’ commitments must extend to educating them on matters such as financial literacy and mental well-being, ensuring the cultivation of enduring and mutually beneficial partnerships.
It’s important to recognise and acknowledge the dedication and hard work of all on-demand workers. By engaging in ongoing efforts to understand their unique challenges and aspirations, companies can better reinforce commitments to collaborative journeys toward success.
Leading an on-demand delivery platform which has close relationships with its on-demand workers, these insights and strategies are lessons learned through real-world experiences of a changing workforce landscape. They reflect a journey of understanding, adapting, and empowering individuals who form the crux of our operations, ensuring not just their success but the success of the company as a whole.
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