SMRT Campaign featured in Europe

Many of our commuters would remember that we launched the ‘We’re Working On It’ campaign two years ago. Conceptualised in 2015, the campaign sought to inform the public of our rail transformation efforts. We featured our colleagues who were working tirelessly round the clock to provide better and more comfortable rides for our commuters.

Two years later, many inside and outside the organisation remember the slogan, and agree that it was a memorable campaign – one that went on to bag local and international awards. The campaign was recently highlighted in a publication by Union Internationale des Transports Publics (UITP), or the International Association of Public Transport. UITP is a non-profit international association, recognised for its work in advancing the development of sustainable mobility. It is the only worldwide network to bring together the whole public transport sector and all sustainable transport modes.

In a publication released this month, UITP sought to raise awareness and acknowledge the link between the attractiveness of public transport companies as mobility service providers for customers and the attractiveness of public transport companies as employers of choice for existing staff and potential candidates. It said that companies like SMRT had to pay close attention to its own branding, as well as the general perception of the industry, in order to attract the best talent.

While this was initially a commuter-targeted initiative, it noted that SMRT obtained improved recruitment results, as well as improved customer satisfaction. It was also observed that complaint rate dropped significantly despite more intensive track renewal work being carried out. The article highlighting the “We’re Working on It” campaign was subsequently carried in The Guardian, a newspaper in the United Kingdom.

“Employees can also be public transport’s finest champions as well as providing fuel for its greatest critics. A campaign by Singaporean operator SMRT shows how employees can be great brand ambassadors. The ‘We’re Working on It’campaign humanises SMRT by using employees to front its advertising, presenting staff as part of the community, so commuters can relate to them as a mother, father, brother or sister. It also expressed SMRT management’s recognition of employees’ hard work.”

SMRT partners NTU and JTC in Transport Research

Newer, and better urban solutions for the future, and integrating multiple modes of transportation for better connectivity and accessibility- that is what SMRT Corporation, Nanyang Technological University, Singapore and JTC Corporation are hoping to achieve.

The three organisations signed a Memorandum of Understanding on 13 February 2017 to form a new ‘Mobility-as-a-Service Lab’. It leverages the strengths of each partner – SMRT’s experience as a multi-modal transport operator, NTU Singapore’s capabilities in research and development, and JTC’s expertise in master planning and infrastructure development.

The ‘Mobility-as-a-Service Lab’ – a first in the region – aims to improve commuter travel experience by seamlessly integrating train and bus networks with next-generation transport modes. These include options which some members of the public are already familiar with –electric automated vehicles, bike sharing systems and personal mobility devices such as e-scooters. Commuters will be able to use multiple transport modes and travel to further locations conveniently, without relying on personal cars.

The trials will be carried out in NTU Singapore’s lush campus and CleanTech Park in Jurong Innovation District- a combined area of 250 hectares. There are plans to expand the initiative to Tengah, Behar and Bulim eventually. Users can test new technologies, and integrate multiple transportation options.

NTU Provost Professor Freddy Boey said that NTU has deep expertise in engineering and low-carbon transportation solutions, and is confident that the partnership will develop innovative transportation solutions, leading to a car-lite Singapore.

JTC Chief Executive Officer Png Cheong Boon said that these efforts will not only improve last mile connectivity in Jurong Innovation District, but also transform commuter experience.

SMRT President and Group Chief Executive Officer Desmond Kuek noted that the urban mobility landscape is changing rapidly. “We aim to facilitate more efficient and seamless commuter journeys through the integration of mass transport modes such as trains and buses with new personal mobility options. With the development of better tools for demand aggregation, SMRT looks forward to working with our partners at NTU and JTC for more synergistic planning, operations and management of their entire transport systems to fulfil their community’s needs.”

Press release on the launch of the SMRT, NTU and JTC Mobility-as-a-Service Lab here.