Signature Experience to transform customer service

Lyna Mohamad

DARe (Darussalam Enterprise) launched its Signature Experience at the main auditorium of the Design and Technology Building yesterday.

Minister at the Prime Minister’s Office and Minister of Finance and Economy II and DARe Chairman Dato Seri Setia Dr Awang Haji Mohd Amin Liew bin Abdullah officiated the launch.

The Signature Experience aims to transform the organisation’s customer service through a series of high impact and result oriented interventions to facilitate the development of people and service towards a culture of service excellence. With the assistance of Signature Experience (SE) Associates, DARe’s Signature Experience was developed with the input of DARe senior management from key business drivers and staff across various levels and functions.

DARe Chief Executive Officer Javed Ahmad said, “More than a year ago we took a step back on how we should continue to inculcate our values as an organisation: Dynamic, Accountable, Responsive and Entrepreneurial to be a DARe-ian.

“On top of the DARe values, DARe Customer Signature Experience Blueprint DNA – DARe 2 REAP which stands for Reliable, Resourceful, Efficient, Approachable and Professional, represents a larger shared commitment by each and every one of us, not just to our customers but to each other,” he said.

Minister at the Prime Minister’s Office and Minister of Finance and Economy II and DARe Chairman Dato Seri Setia Dr Awang Haji Mohd Amin Liew bin Abdullah presents a certificate to a DARe staff. PHOTO: DARE

Since 2019, DARe has undergone five activities involving 102 staff.

The activities include the establishment of a steering committee and a cross-functional project team on what makes an ideal experience for DARe customers.

These activities facilitated by SE Associates Principal Consultant Dr Buck P Tang and SE Associates Master Trainer Saifuddin Yusof included Customer Experience Barrier Analysis; Customer Journey Mapping; DARe to Lead; Dare to Serve; and Train the Trainer.

Over the next few months, DARe personnel will undergo training and adoption of the Signature Experience – DARE 2 REAP which is an acronym that stands for: Reliable, Resourceful, Efficient, Approachable, and Professional.

Dato Seri Setia Dr Awang Haji Mohd Amin Liew presented certificates to potential in-house Signature Experience trainers.