NTUC Income

NTUC Income is Singapore’s largest insurer. The $20 billion company is the country’s only insurance co-operative and a leading life, general and health insurer. NTUC Income has earned the trust of 2 million customers and is one of the strongest financial institutions in the region.

“We want to become an icon of service,” says Tan Suee Chieh, CEO of NTUC Income. To achieve this, the company first needed to change customer perceptions of it as “rigid” and “old-fashioned”. NTUC Income realized the key was to transform its own culture to focus on the customer while retaining its unique heritage as a co-operative.

The UP! Your Service methodology was deployed and culture building programs cascaded to all 1500 employees throughout the organization – from senior leadership to managers and the frontline. A Steering Committee was also established to work with "The 12 Building Blocks of Service Culture" as a framework for year-round service culture building activities, while more than 40 staff have been selected and trained as in-house Certified Course Leaders.

In three years, NTUC Income successfully shifted customer perception of the company to “flexible, modern and highly professional”. The company also moved from #3 to #1 market position in sales in 18 months. NTUC Income continues to pursue its aim of becoming an "icon" of superior service that matches the uniqueness and reputation of Singapore Airlines and Raffles Hotel. “The UP! Your Service programs are an important cornerstone of our practices, our mindset and our actions now and in the years to come,” says Mr Tan.