‘Safe Wheelers’ is an upcoming cab service. The promoters knew that they are entering a highly competitive market. They gathered information on existing cab services and changing customer preferences and incorporated those observations into their operations. In order to reach the customers promptly, they developed an ‘App’ to book, track and trace the cabs 24 × 7. To create an environment of trust all drivers were grouped into two shifts: 6am.–6pm. for female drivers and 6pm.–6am. for male drivers. GPS systems were installed in all cabs to monitor their movements. The fare payment could be either by an e-wallet or through the ‘Safe Wheelers Smart Card’. As soon as the services were launched, they were a grand success.
Identify and explain the concept that helped the company to succeed.