LTA's reputation has taken a big hit from the SimplyGo fiasco. But can they turn it into a learning lesson?
It's like mahjong during Chinese New Year. Everyone loses money when they first start playing. Do you moan and cry that people are unfriendly and cruel? Or can you see it as "school fees", and move past it to connect with the community? If LTA can see past the public scoldings, here are a few learning points they might take away:
How much of a majority do we need before we make policy transitions?
First, let's discuss LTA's perspective. Over the last 4 years, usage of traditional EZ-link has fallen from 90% to 36%. SimplyGo has increased from 10% to 64%. By Jun 2024, about 70% of the population will be OK with SimplyGo, and then LTA can force the remaining 30% to convert.
The recent backlash shows why this thinking is wrong. Giving up 30% of the users is too much. Especially on a bread-and-butter issue like public transport. Maybe next time LTA will wait for 80% or 90% uptake before forcing the transition.
Singaporeans are sensitive about money. How you communicate is important.
Yakun increase $1.50 in 2 years people already losing their minds. This one $40 million leh. Better say properly.
Singaporeans are very concerned about cost of living. Every single government communication that includes the "$" sign, better vet properly. If they don't understand this, then the government is really stuck in their ivory tower.
Here's what Chee Hong Tat said. How could he have said it better?
Acknowledge public feedback. Show some effort by LTA to improve.
Marketing 101: focus on the good things. Phrase the $40 million as a bonus saving they were chasing, not as an additional cost because of Singaporeans' fault. Regardless, acknowledge their mistake.
All in all, the SimplyGo incident has highlighted two points that are highly relevant across many Singaporean issues.
Firstly, managing the majority-minority split. Move too quickly on an issue, and we have a SimplyGo situation - public outcry about moving too fast. Move too slowly on an issue, and there is grumbling that the government is too cautious, conservative, and slow to act. The solution is for the government to work on reading the ground better.
Secondly, government communication. Singaporeans are reasonable people. When pressed, most of us would likely acknowledge that LTA was at least receptive enough to U-turn on their decision, and that the EZ-Link spending is necessary. Saying "We will spend an additional $40 million" just rubbed Singaporeans the wrong way, and speaks to larger concerns about cost of living. Hopefully, future communications are more carefully vetted.
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