NTUC Income’s orange force: Powering forward to innovative paths of customer excellence

• Main Authors: SRIVASTAVA, Rajendra K., JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Branding; Brand Equity; Service Excellence; Innovative Customer Service; NTUC Income; Insurance; Automotive Insurance; Orange Force; Singapore; Business Administration, Management, and Operations; Business and Corporate Communications; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/26; https://cmp.smu.edu.sg/case/2611
• Institution: Singapore Management University

In October 2011, NTUC Income, Singapore’s largest automotive insurer launched the ‘Orange Force’. This was a bold US$3.2 million initiative where a team of 30 expertly trained and distinctively attired motorcycle riders would arrive at an accident scene within minutes to assist and comfort those who...