FOREWORD

The Singapore story has been a narrative that has grown over the years taking on all sorts of challenges. From being called a little red dot, we have faced these challenges and overcome them with stellar performances and efficiency. Our culture is unique and continuously evolving. We have become masters at creating structure and organisation but to get to the next level, it requires a new heart.

What we require is a re-envisioning of a culture of service excellence.

Today, we know that service is not simply a smile over the counter, but must be seen in its totality.

To recognise the heart of great service, the Singapore Service Excellence Medallion was launched in 2011 to commend the pinnacle of achievement for service in Singapore. This is quantified not by individual heroes, but by the remarkable performance of the people and organisations that are pushing the envelope to create environments that deliver phenomenal organisational performance, employee and customer satisfaction.

In order to sustain service excellence, it is our opportunity and responsibility to influence the cultures around us. For the shape of things to come, it starts with us. We want to rally industry partners like you who shape the heartbeat and mindset of your organisation, and redefine service as an integration of strategy, execution and culture. You are invited to take part in this revolutionary endeavour.

Together let us shape a new culture and raise the bar for service capability, establish new norms and set the pace for others to follow. Let us celebrate role models of the highest calibre - both organisations and individuals, who inspire those around them to perform at their very best. Let us forge a new economy of service distinction.

Wishing you all the very best!