Need to develop a service culture

Service standards still a long way to go
S'pore needs to develop a service culture, and firms must take the lead

IT'S time to talk about the new GST - and it's not the goods and services tax. It could well be the new slogan for Singapore's service industry: 'Greet, Smile and Thank'.

In Hong Kong, movie star Andy Lau led a uccessful campaign to urge people to provide good service.
'So I think we should consider similar campaign. Maybe we can have Taufik and Sly,' said Prime Minister Lee Hsien Loong yesterday, referring to Singapore Idol winners Taufik Batisah and Sylvester Sim.
The need to change the Singapore mindset and improve service standards is no laughing matter, stressed Mr Lee. 'It's a critical success factor if we are going to develop a service industry.'
The service and manufacturing sectors are Singapore's twin engines of growth.

But the need to improve service should not be motivated by just economic imperatives. 'It's also for ourselves because it's the kind of society we are,' said Mr Lee.

And Singapore has a long way to go, he noted.

Unlike other countries, Singapore does not have a natural service culture. The Thais greet guests with 'Sawadikup', Japanese say 'Irrashaimasse', while Australians say 'G'day mate'. 'Singaporeans go straight to the point: 'How can I help?' If you're not so lucky, they say: 'What you want?' ' said Mr Lee, as the audience laughed and exchanged knowing looks.

To get people to see service jobs as 'honourable', everyone has to play his part: employers, service staff and customers. But employers have to take the lead. They need to invest in training as well as adopt service-friendly policies.

To illustrate, Mr Lee talked about a polytechnic student on a work attachment at a hotel. 'A guest came, ordered a cold drink and felt cold. So this student says, I must look after the guest, and she served her warm water. 'She got scolded by her supervisor: 'You must not serve her warm water. You must sell her a warm drink.' '

But there are good examples too.

Mr Lee held up as models, hospitals where patients can leave the waiting area. When their queue number is due, they will be alerted by an SMS. For workers, Mr Lee has this advice: 'You have to believe service jobs are honourable, not low-class jobs. You can serve with pride and professionalism and these are jobs that lead on to something.'

So a hairdressing assistant may go on to run her own salon, he added.

Customers need to change too and Mr Lee felt all Singaporeans have to do their share. 'If the customers treat you like dirt, you are not going to serve with pride. And customers have to know... that the person is serving you, it doesn't mean he is a slave.

'That, I think, is something all of us have to change.'
It is not impossible, Mr Lee said, pointing to Singapore's recent success in hosting the International Olympic Committee session. In September next year, the International Monetary Fund-World Bank meeting will be held here.

'We have to deliver the best service level so the whole world knows Singapore is not just clean and safe but also welcoming and hospitable. So let's gear up now,' said Mr Lee.

Hoteliers interviewed yesterday said the biggest challenge is the negative image of service jobs. At Raffles Holdings, wages were restructured and jobs redesigned to inculcate a sense of pride, said its chief executive officer Jennie Chua. Mr Derek Sline, who rose from front-desk reception to hotel manager of the Ritz-Carlton here, felt one way is to arm people with information.

'We should start speaking to the schools, and make students aware of the great career opportunities in this industry.'

by Lee Xueying
The Straits Times Interactive
22 August 2005
xueying@sph.com.sg