Edinburgh Trams' newly introduced contactless payment system, ToTo, has left passengers stunned with over 45,000 journeys failing to tap off in just two months. This staggering figure raises concerns about thousands of people overpaying for their journeys, sparking calls for a rethink on how the operator communicates the new system.
The 'tap on, tap off' system, launched on May 19, aimed to simplify paying for tickets and make it quicker and easier for passengers. Initially, passengers had to purchase paper tickets at platforms or use a mobile app. Edinburgh Trams fronted its marketing campaign with a charming black Scottish Terrier sporting a bowtie alongside the slogan "ToTolly easy!" – but it seems this message didn't quite resonate with all users.
The penalty for not tapping off is substantial, jumping from the standard £2.20 adult single to £7.90, equivalent to an airport zone ticket. The data reveals that between May 19 and July 12, tram users failed to tap off on 45,328 journeys – a whopping 17% of total ToTo taps and representing 2.5% of total passengers.
The numbers are alarming, with 21,996 non-specific end-to-end journeys in the first reporting period (May 19 to June 14) and 23,332 in the second period (June 15 to July 12). This lack of awareness has generated a staggering £258,369 in additional income for Edinburgh Trams.
However, this overpayment could have been avoided with better communication from the operator. As Kevin Lang, a Scottish Liberal Democrats councillor, emphasized: "It's clear Edinburgh Trams need to rethink how they're communicating the new tap-off system to passengers."
The operator has acknowledged the issue and operated an extended period of 'Hypercare' following the launch of ToTo, offering refunds regardless of whether users were charged in error or used the system incorrectly. Their Customer Relations team was expanded to deal with anticipated enquiries.
Despite these efforts, the issue remains, and Edinburgh Trams must take steps to ensure passengers understand the importance of tapping off. With a revised approach, they can minimize overpayments and make the contactless payment system a success for all users.