STB continues to promote service culture in Singapore with XM Asia appointment

The appointment comes after a competitive seven-way pitch in December. The scope of the project covers all media, including print, radio, digital, mobile and activation.

XM Asia will work with the STB to develop creative avenues and messages to promote the importance of service to its core target market, which includes business decisionmakers, service staff and consumers.

“XM Asia’s proposal is refreshing and addresses our need to drive a strong service culture in Singapore,” said John Conceicao, executive director, capability & innovation and visitor information & feedback, STB. “Their proposed concept also complements other aspects of our overall strategy to bring service excellence up to the next level.”

As today’s consumers are becoming more sophisticated and well-travelled, the agency said the challenge of working on this project is to identify a behavioural strategy that is applicable for the wide range of audiences, including consumers, businesses and service staff.

The key strategy is to recognise that service can be part of culture and part of a natural behavioural loop, according to the agency.

The initiative is part of the Go The Extra Mile for Service (GEMS) movement, a multi-government agency initiative first launched in 2005 and led by the STB, SPRING Singapore, the Singapore Workforce Development Agency, the Institute of Service Excellence at the Singapore Management University, and the National Trades Union Congress.

GEMS was set up to foster a service-oriented culture in Singapore, in order to improve the competitiveness and capabilities of local enterprises. The STB’s remit is to promote, publicise and recognise service excellence in Singapore, while the other agencies focus on a range of issues, from training to recruitment.