OVERVIEW

Safra was formed in 1972 with the goal of supporting Singapore Armed Forces to enhance camaraderie and boost morale for service personnel. Safra has a network of clubs located across the country where events and activities can be hosted. Internally, Safra was looking to expand their footprint in Singapore and a part of this effort was to also craft a unified, branded customer experience for all national service personnel. In this light, the goal of the engagement was to create strategic roadmap that focused on the development of new standards that focused on internal policy, people, process and products. This goal was accomplished through research, strategy and training phases wherein a touchpoint map for all stakeholders was developed to create an overall enhanced customer service experience for all national service men. Today, Safra has raised the bar in terms of service execution and overall customer experience.