GEMS Up: Sparking a world class service culture

This case study describes how the Singapore Tourism Board created a campaign to promote and recognise good service.

GEMS Up: Sparking a world class service culture - An innovative social experiment

Mel Teh and Cindy Teo

Campaign details

Brand owner: Singapore Tourism BoardAgency: XM Asia Pacific; MEC Global Solutions (Singapore); StatsitBrand: GEMS UpCountry: Singapore

Executive summary

When it comes to international polls on where good service can be found in the world, Singapore is, unsurprisingly, not on the list. In a country where all1of its people are unhappy with service levels, and do not have the habit of expressing happiness in general, the challenge was not only to get...

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