Before partnering with Uplifting Service, Singapore’s NTUC Income was already a multi-billion dollar company and one of the strongest financial institutions in the region. Yet, while Singaporeans found NTUC to be quite trustworthy, they also considered it “rigid” and “old-fashioned.”
Company heads realized that NTUC would have to transform its culture to compete for customer loyalty. CEO Tan Suee Chieh explains, saying, “We wanted to become an icon of service. To achieve this, the company first needed to change customer perceptions.” Soon after, NTUC looked to Ron Kaufman and Uplifting Service to do just that.