Guildford Taxi Services Earn Praise in ‘Secret Shopper’ Survey — But Some Areas Still Need Attention

Published on: 1 Aug, 2025
Updated on: 4 Aug, 2025

A mystery shopper-style investigation commissioned by Guildford Borough Council has found that taxi and private hire services across the borough are providing a high standard of service to passengers.

The survey, conducted by an external contractor on behalf of the council’s licensing team, involved a series of journeys taken in both Hackney carriages and private hire vehicles. The aim was to evaluate the quality and compliance of services available to residents and visitors in Guildford.

Positive Findings Across Key Areas

The survey assessed vehicles and drivers on several factors, including vehicle condition, driver professionalism, customer service, route knowledge and compliance with licensing regulations.

Taxis at the Guildford Station Rank

Key findings included:

• Professionalism and Courtesy: The majority of drivers were found to be professional, polite and well-presented, with most customer interactions described as positive.
• Vehicle Standards: All vehicles involved appeared to be clean and in a good state of repair.
• Route Knowledge: Drivers generally demonstrated good local knowledge, with minimal reliance on satnavs and few examples of poor routing.
• Communication: Most drivers had a very good standard of spoken English. Where standards were lower, communication remained effective.
• Compliance: Vehicle licence plates were clearly displayed, and Hackney carriage meters were used correctly, with little evidence of overcharging.
  Areas for Improvement Identified

While the overall findings were positive, the survey also highlighted areas where improvements could be made:

• Driver Identification and Tariffs: Some drivers did not clearly display their ID badges or tariff cards, making them difficult for passengers to see.
• Hackney Carriage Availability: Hackney vehicles were reportedly difficult to access at certain times and locations, including near G Live, the Harbour Hotel and other central venues — especially between midnight and 2am on weekdays and early mornings.
• Over-ranking: Instances of too many cabs at a rank were observed at locations such as the bottom of High Street, the Friary Centre rank and the railway station.
• Accessibility: No passengers were refused service due to visible physical impairments, but assistance was not routinely offered. Passengers entered and exited vehicles unaided.
• Rank Misuse: Some taxi ranks were used by Hackney vehicles for non-public hire purposes, limiting availability.

A small number of tests were also carried out to assess illegal “plying for hire” by private hire vehicles. In all cases, the drivers declined to accept immediate, unauthorised fares — a positive indication of compliance with regulations.

Council Encourages Continued High Standards

Guildford Borough Council’s licensing team says it continues to engage with taxi drivers and encourages measures to maintain and improve passenger experience. These include ensuring ID badges are worn visibly, being courteous and offering assistance where needed, and providing services from all designated taxi ranks.

Cllr Merel Rehorst-Smith

Cllr Merel Rehorst-Smith, Lead Councillor for Regulatory Services at Guildford Borough Council, 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.”

More information about the council’s taxi licensing policy can be found on the Guildford Borough Council website.

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