An advertising executive says these are the basic responses a service staff should have. Writing about the service standards of taxi drivers in Singapore following a recent reported incident between a MediaCorp personality and her cab driver, he points out that the government had pledged last year to invest S$100m over the next three years to raise service standards. It would also give the Institute of Service Excellence at SMU S$1m to embark on research to raise service standards and to set a benchmark for service quality in Singapore.