Gear up to a higher spec. The number of cars ordered through the Internet and WAP is still small -- less than 1% of the total. But that's okay, Malmqvist says. "Each week that we offer an innovation in splendid isolation is another week to build a special relationship with our customers."
Stick with the old model. Taxi Stockholm remains fiercely true to its cooperative roots -- not out of sentimentality, but because it works. "We have amazing structural capital -- the ultimate network-service company," says Malmqvist. "Because our drivers are also the owners of the company, they're totally dedicated to the brand."
Park in the right space. Under Malmqvist's orders, the firm's HQ is now as polished as its fleet of Volvos. It's a visible landmark for customers, a relaxed haven for off-duty drivers, and, 101 years on, it's still bang in the heart of Stockholm. "One of the old company's greatest decisions," says Malmqvist.
Choose reliability over speed. Productivity rates can be a false god. "Compared to some of our rivals, the productivity in our call center is low," Malmqvist says. "Our workers don't answer as many calls per hour, but that's our choice. The focus of our business is not how many calls we can answer, but how many calls we can place."
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