Career development drives up customer service at Dial‐a‐Cab : Staff morale, engagement and professionalism also improve after training

Purpose – The paper describes how Dial‐a‐Cab, the largest supplier of licensed taxis in central London, has introduced a program to provide Level 2 National Vocational Qualifications to contact‐centre staff. Design/methodology approach – The paper details the reasons for the program, and the results it has achieved. Findings – The program has delivered a significant improvement in staff morale and engagement, driving up customer service through consistency and professionalism. Practical implications – The author contends that, as a result of the improved career development, Dial‐a‐Cab is able to attract higher‐caliber candidates to its contact centre. The commitment to professional qualifications is gaining significant approval from customers, boosting satisfaction and supporting business growth in excess of 16 percent in the past year. Originality/value – The paper demonstrates that the program has also provided staff with a greater understanding of the entire customer‐service process, including the role of team leaders, which has helped to drive up standards.