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...