'Secret shopper' survey praises taxi standards across Guildford
The exercise was commissioned by our licensing team and carried out by an external contractor. It saw customers take a range of journeys in both Hackney and private hire vehicles. They evaluated the quality of services available to residents and visitors to Guildford.
The criteria included:
- vehicle condition
- driver professionalism
- customer service
- route knowledge
- compliance with licensing regulations
The key findings from the survey include:
- High standards of service: Most drivers in Guildford were professional, polite and well-presented. Customer service levels were also good, with most interactions being positive.
- Vehicle conditions: All vehicles appeared to be in a good state of repair. There were also high standards of cleanliness.
- Driver knowledge: Drivers demonstrated good knowledge of local routes and landmarks. There was little reliance on satnavs and rare instances of inappropriate routing
- Communication: The level of spoken English was very good. Where standards were lower, communication between driver and passenger remained effective.
- Compliance: All vehicle licence plates were clearly visible. Meters in Hackney vehicles were used appropriately. There was little evidence of overcharging for journeys.
The findings of the survey were positive on the whole. However, some areas of improvement have also been highlighted.
- Improved visibility of driver ID badges and tariff cards: Some drivers didn't display their ID badges and tariff cards clearly. They were not displayed at all, or were placed in areas that made them difficult for passengers to see.
- Availability of Hackney carriages: Hackney vehicles were difficult to access in the middle and towards the top of the town centre. In particular, near key venues such as G Live, the Harbour Hotel and local restaurants. Hackney carriages were also difficult to find between midnight and 2am on weekdays and early in the morning
- Over-ranking: Evidence of over-ranking noted at several locations during peak times. This included the bottom of High Street, the Friary Rank and the railway station.
- Accessibility: No passenger was refused a journey on the basis of a visible physical impairment. However, assistance was not offered and passengers were left to exit and enter vehicles unaided.
- Rank misuse: Some taxi ranks were used as parking areas by Hackney vehicles engaged in other activities. This limited availability for public hire
A small amount of testing was also carried out in relation to illegal 'plying for hire'. Assessors attempted to immediately hire private hire vehicles licensed by Guildford and elsewhere. On no occasion did any driver agree to accept the fare.
What passengers can expect from taxi drivers:
Our licensing team are in regular contact with taxi drivers. They actively encourage the following measures for the benefit of passengers:
- Taxi drivers are easily identifiable, through wearing their badges properly
- They should be courteous and ask if passengers need help. This includes opening the door for elderly and vulnerable passengers and asking if they need help.
- They ensure they are providing a service from all taxi ranks that are in place across the town
Lead Councillor for Regulatory Services at Guildford Borough Council, Cllr Merel Rehorst-Smith, said:
"We're pleased to see that our licensed taxi and private hire drivers are delivering a high level of service to the public. From the cleanliness and condition of the vehicles to the professionalism and local knowledge of drivers, the findings reflect a strong commitment to customer service across the board.
"The survey has highlighted some areas where we can do better and we'll work closely with the trade to address these issues through education and, where necessary, enforcement.
"Public trust in our licensed taxi services is vital, especially for those who rely on them regularly. This particularly includes elderly residents, people with disabilities and visitors to our borough. This exercise shows that our residents should feel safe and confident when stepping into a licensed vehicle and it's important these high standards are maintained and celebrated.
"To maintain high standards, we're in ongoing contact with taxi drivers. Anyone who is concerned about the standard of service provided can report any suggestions to the council by using the online form."
Find out more about our taxi licensing policy on our website.
Published on: 31 July 2025