Addison Lee - Custom Auto Allocation and Fleet Management Solution

The Challenge

As Haulmont’s founding client, Addison Lee’s Shamrock system demonstrates many of Haulmont’s core competencies and is the foundation of both companies’ stellar growth in the last decade.

In 2008, with over 70% of the FTSE100 as customers and around 1000 vehicles at the time Addison Lee’s success in the newly regulated corporate minicab sector saw the company struggling to cope with the volume of demand at peak times. Furthermore Addison Lee’s clients required a flexible booking platform that could handle complex B2B booking processes, customized to each business and adaptable to changing demands.

Addison Lee also required a software development partner to help them explore new revenue opportunities through acquisition, geographic expansion and new booking technologies such as smartphone apps and corporate travel bookers.

Solution

Haulmont’s core team delivered the first releases of Shamrock in 2008 (named to reflect founder John Griffin’s Irish heritage).

  • The initial project focused upon implementing a flexible booking flow that was customized to each client’s requirements. A highly advanced Auto Allocator used complex algorithms to assess over fourteen different criteria and optimize fleet performance.

    Between 2008-2013 Haulmont evolved Shamrock to manage all aspects of Addison Lee’s operations from booking and fleet management to billing, reporting, customer service and even bespoke client websites and loyalty CRM systems.

  • After Carlyle Group acquired Addison Lee in 2013, Haulmont were responsible for integrating Shamrock alongside best of breed systems such as Salesforce, Mulesoft and external designers for app and web bookings.

    Haulmont continues to partner Addison Lee as the company focuses upon global networks, corporate travel bookers and autonomous vehicles.

Results

From 2008-2012 Haulmont’s Shamrock system was instrumental in enabling Addison Lee to grow revenues from £20m to £250m. Shamrock supported fleet growth from 1,000 to 5,000 vehicles with up to 37,000 journeys a day allocated with 98% automation. During this period driver wages grew alongside customer satisfaction while back office staff numbers remained consistent.

Haulmont developed Addison Lee’s original smartphone booking app that was featured in Apple’s iPhone adverts and generated £50 million of bookings in its first year of operation. Haulmont also built custom booking platforms that secured key clients’ business and enabled Addison Lee to tie-in banks and blue chip customers to multi-year contracts. Haulmont also implemented the Sherlock taxi product in Addison Lee-acquired businesses in Hong Kong, as well as integrating with other taxi companies to form a global network that covers 350 cities worldwide.

Addison Lee’s huge success saw Shamrock win two National Business Awards for Innovation as well as numerous business and environmental awards due to the massive efficiencies delivered. When Carlyle Group purchased Addison Lee in 2013 for £300 million, Shamrock was a core asset for the valuation and Addison Lee still retains a team of around 12 developers and consultants to deliver constant innovation and new functionality.