Seriously, I think CDG is not fighting a war. It is either too confident or too complacent.
I am thinking of the war online. The war on communication and propaganda. I search online Grab recruitment of drivers and CDG's. Here goes:
I saw incentives after incentives. Those who are newly signed-up and those who are already with them. This is not easy and I felt the sincerity or (aggressiveness) in getting driver's to cross over and stay. Please note that many promotion on bank deposits are only for new funds and the same with telecom contracts.
So how is delgro doing ?
Cold. How about the benefits?
Lack details. Hardly enticing.
Next war front. Those of commuters:
This website show promotion from both Grab and Delgro.
I saw dozens of promotion code, many as high as $10, with tie-up with SIA, UOB card etc. There are also plenty of reward options with grab points.
Look at Facebook:
A complaint about wrong calculation of reward points in September was promptly attended to with request for PM and more information.
Well, CDG also have promotion code with their master pass App. They have $1 $3 offer and the most generous of $15 with DBS pay lah. But...
I look at several newer posts and the issue of drivers unawareness of promotion, as well as the interface problem of master pay is obvious.
There are also valid feedbacks about link of credit cards promotion etc but with no reply from management except one. You go check out their Facebook ba.
Next: 攻心 (the war on the heart of driver's)
Grab encourage commuters to show appreciation to drivers and company will give free mooncake to them. Well, not a big deal. But it matters to me.
There were plenty of "soft" campaigns. Child seat booster for example...
CDG has a lot of news on road closure and a lucky winner of a grand draw.
I am not sure if CDG management just look at hard cold numbers and think that is all to their business. With such glaring difference, I am not surprised with the straits time news that 3000 drivers from CDG had jumped in the month of September.
Battles might be won with weapons but war lost with words.
In this case, it is lost in both hardware ($$) and software.
Grab should be happy burning the 2 billion cash, and seeing the complaceny of CDG.