BY ROB SMENTEK
Cover Art: The LimoLabs executive team at their headquarters in Belgrade, Serbia. Photography by Chris Weiss.
As a 24/7, 365-day industry, luxury ground transportation faces numerous challenges, not the least of which is staffing. It seems since time immemorial, the shortage of chauffeurs has been an evergreen hot-button topic, frequently discussed at trade shows, 20-groups, and more. But employing an effective in-house staff is equally important, whether it’s quality reservationists, dispatchers, or back-office help. For a market that prides itself on exceptional service, putting just anyone behind the phone or screen isn’t going to cut it. We need well-trained, professional staff members eager to work—even over those hard-to-hire graveyard shifts. And that’s where LimoLabs comes in.
Founded in 2013 by CEO Misha Mitrovic, initially LimoLabs was a website development firm that offered search engine optimization and similar services to luxury ground transportation operators. But the company wasn’t Mitrovic’s first foray in the industry.
“Ground transportation is not limited to operators; you can serve the industry as a service provider. I started back in 2008 as a marketing intern for GroundLink,” says Mitrovic. “It was my first job ever, and I loved it. After just a few months, I was promoted to inside sales representative, and soon after, I had the opportunity to lead a team of 10, overseeing the inside sales initiatives. I eventually grew to be the director of sales, supervising the entire customer service and inside sales teams of 40 to 50 people.”
After leaving GroundLink in 2012, Mitrovic used his connections—and love of the industry—to establish a new tech brand; thus, LimoLabs was born.
LimoLabs CEO Misha Mitrovic (left) and COO Alex Trajkovic “Initially, we built WordPress websites and similar projects,” says Mitrovic. “But then, some clients asked if we could provide agents or personnel to answer phones. At the time, the technology for those services was not at its peak, but we managed to make it work well for most clients. As a result, by 2015, we gradually began adding customer service outsourcing to our portfolio.” After the pandemic, LimoLabs’ web design, online marketing, and mobile app development were abandoned in favor of customer service outsourcing, which has proven to be far more successful.
“None of our past digital development or marketing efforts are currently part of our portfolio. We’ve realized that our true expertise lies in customer service, and there’s a significant demand for it. That’s why we’ve made our core focus delivering it at the highest possible level. Our services include customer service outsourcing and call center operations, such as reservations, dispatching, accounting, and more,” he explains.
As LimoLabs changed their focus around 2020, they caught the attention of operators in desperate need of staffing solutions.
“My relationship with LimoLabs was a by-product of the pandemic, when we couldn’t get anyone to show up for interviews,” says Boston Chauffeur CEO Mark Kini. “I must admit, I was always skeptical about remote help, but I was at the point where I was answering phones 128 hours out of a 160-hour week. We started out with two agents but have had as many as six. It’s been a positive relationship with LimoLabs in terms of the candidates that they’ve provided us with. All in all, LimoLabs supplies young, bright, tech-savvy individuals, and to this day, it’s really hard to find competent, computer-proficient staff.”
Mitrovic emphasizes that LimoLabs differs from other staffing providers in that they offer team members with no ground transportation experience. While the candidates are educated and trained in basic customer service and sales skills, they are a clean slate in terms of our industry. This allows the operator to train them as if they were an in-house hire.
“They present the candidates, and we interview them,” says Kini. “They may offer three or four options for each position, and we end up doing the training.”
L to R: (Standing) HR Specialist Tamara Gajic, COO Alex Trajkovic, Dev Ops Engineer Alexandar Pantovic, HR Administrator Biljana Kotrija, Business Operations Specialist Milica Jovanovic, Backend Developer Jovan Sekulic, HR Administrator Tanja Mkronjic, AI Engineer Vuk Savija, Business Operations Specialist Djordje Cvijovic, Business Operations Specialist Andjela Dzalic, HRBP Katarina Stojkovic, Senior System Architect Bojan Pantovic, CEO Misha Mitrovic, Frontend Developer Nikola Vukotic, and HR Specialist Miodrag Koricanac. (Kneeling) Frontend Developer Milos Savic, AI Engineer Djordje Raznatovic, and AI Engineer Pavle Markovic “The level of involvement we have with our agents is significantly higher than that of our competitors, which translates to extensive training,” says Mitrovic. “To my knowledge, we are the only company that conducts sales skills training and regular performance evaluations. If a client needs a new agent, we provide one without prior industry experience—because, in many cases, that experience can be detrimental to the client.”
Mitrovic stresses that LimoLabs has an exceptional relationship with their staffing customers. “We don’t necessarily see them as clients; we see them more as partners. Their success is our success. If we fail to provide the right agent, it can directly impact their business. Mistakes happen, but it’s how we address them that sets us apart. Our clients value the transparency and honesty we bring to every interaction,” he says.
Currently, the company has grown to two offices in Serbia—one in Belgrade, the other in Novi Sad—with a total of 410 employees, which Mitrovic says makes them the largest provider of outsourced customer service in the industry. However, he explains that their services largely cater to midsize or larger operations, and their average client employs 10 to 15 remote workers.
“We’ve found that smaller companies often prefer us to provide fully trained professionals who can immediately step in and handle calls. However, that’s not how we operate. We want our clients to be engaged in the process using their own well-established training procedures that we can adopt—that way our agents can be trained by the client in the manner that they’re supposed to be for that specific job. Every company is different and does things in a specific manner. And even though everyone is working on the same—or similar—software, each company does things differently. We want people to be specifically trained for the clients,” he says.
Regarding their customer base, Mitrovic says that “most of the operators seen in the pages of Chauffeur Driven” are their clients. Their impressive list of partners includes Hermes Worldwide President & CEO Jorge Sanchez.
L to R: HRBP Katarina Stojkovic, HR Specialist Tamara Gajic, COO Alex Trajkovic, Business Operations Specialist Milica Jovanovic, Business Operations Specialist Djordje Cvijovic, Business Operations Specialist Andjela Dzalic, and HR Specialist Miodrag Koricanac “I originally was familiarized with LimoLabs through a company that was using them for app development. They had mentioned things that were striking to me in terms of their professionalism, their education level, and their work ethic. We were struggling to find a combination of all that in our home market. Of course, the financial piece was a consideration as well, in the sense that we could get hard workers, people that care about what they’re doing, and professionals for a very attractive price point. I was also struggling to find people to work graveyard shifts or over US holidays; LimoLabs solved a multitude of those problems. We went into it and interviewed a dozen candidates for four positions—and they lived up to all our expectations. Over the course of six years, we’ve grown our LimoLabs team to 13 people. They not only do reservations and dispatch, but they also help with accounting and special events. They’re embedded in every key area of our business and they’re doing a great job,” says Sanchez.
Other notable clients include RMA Worldwide.
“LimoLabs is a key partner of RMA, and we have utilized their services for many years with excellent results,” says RMA President Mike Fogarty.
Although LimoLabs continues to grow, they do not market themselves in a traditional manner. Their recent attendance at the 2025 CD/NLA in Las Vegas had less to do with building business, and more to do with putting faces to names.
“They not only do reservations and dispatch, but they also help with accounting and special events. They’re embedded in every key area of our business and they’re doing a great job.” – Jorge Sanchez President & CEO of Hermes Worldwide
“Most of our clients come to us through word-of-mouth referrals from existing partners. The main reason we attend the show is to meet our clients in person—whether over lunch or drinks—to catch up, discuss how we can improve, and explore new opportunities. Of course, the show always brings fresh opportunities, with new clients coming aboard through referrals,” he says.
Europe Limousine CEO Jay Erlich is one of the LimoLabs partners who got wind of their services by recommendation.
“I was pointed to LimoLabs through various colleagues and friends within the industry that were using their agents. Through networking at conferences, I found that people were having success with the company. We’ve been with them for four years, and now have 11 agents on staff,” says Erlich. Mitrovic credits the success and growth of LimoLabs to his two core teams behind the scenes: human resources and operations.
L to R: AI Engineers Djordje Raznatovic, Pavle Markovic, and Vuk Savija “Within HR, we have a team of four, led by Human Resources Business Partner Katarina Stojkovic. Over the past two years, we’ve consistently managed between 20 to 30 open positions at any given time. Our ability to grow from 100 to 410 employees is largely due to the strength and dedication of our HR team,” he says. “The second core team is operations, led by COO Aleksandar Trajkovic, which also consists of four members. Their primary role is ensuring that agents perform as expected while maintaining daily communication with clients to keep everything running smoothly. Once again, this level of transparency and collaboration is why our partners trust and appreciate us,” says Mitrovic.
“Misha, Alex, and their team are first class,” adds Erlich. “Their technology is amazing, especially with keeping track of agent hours and all regards of HR. I have been able to reach them on their cell phones at all hours, despite the time difference. They’ve always been able to jump aboard to help.”
LimoLabs is currently looking to the future, which means embracing exciting new technologies, such as artificial intelligence (AI). While one might assume that this tech is being employed to replace human staffers, Mitrovic says that it’s being utilized to improve the customer service skills of the workers.
“Our team is currently building a tool that we’ll be introducing to the industry in the next few months. It’s designed to analyze agent performance by connecting to phone systems, pulling call recordings, and reviewing conversations from the past six months. We’ll be grading 15 different metrics—things like the opening and closing scripts, helpfulness, politeness, and active listening. Each one will either be marked yes or no or rated on a scale from 1 to 5. Based on that, we’ll be able to give each call a performance score for the agent. Once we analyze thousands of calls, we’ll have accurate performance metrics for every agent, along with deeper insights into what specific areas need improvement. We’ll be able to see who the top performer is, who might not be the right fit, and other key takeaways. AI will give us a whole new level of insight into how customer service teams are performing. Of course, these tools will be tailored for mid-sized and larger companies since they stand to benefit the most from them,” he says. [CD0325]