Customer-Centric Initiative (CCI)
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 Customer-Centric Initiative (CCI)


The Customer-Centric Initiative (CCI) aims to encourage companies to be committed to service excellence and to take the lead in raising service standards in their industry. Led by SPRING, the National Trades Union Congress, the Singapore Workforce Development Agency, the Singapore Tourism Board and the Institute of Service Excellence at SMU, the CCI offers an assistance package to assist Singapore-based companies in upgrading service standards.

The CCI assistance package covers up to 70% of eligible costs for SMEs and up to 50% for non-SMEs, and targets sectors such as Food & Beverage, Healthcare, Hospitality, Retail, Transport and Travel Services.*
SMEs are encouraged to take the first step towards capability upgrading by tapping the Innovation and Capability Voucher (ICV) scheme in the following areas : service diagnosis, mystery audits, service blueprint development and understanding customer expectations. The ICV (Productivity) can be redeemed at participating service providers. SMEs which wish to further upgrade their capabilities may tap the Customer-Centric Initiative for customised assistance.

Companies from other sectors may also be considered for support


You can apply for the CCI if your company meets these criteria :
  • Project should involve the introduction of new service standards or lead to an improvement in one of the following areas :
    • Service leadership
    • Service agility
    • Customer experience
  • Project should lead to specific and quantifiable outcomes that will upgrade the industry to be among the best-in-class internationally
  • You must be willing to share the results with other industry counterparts at cross-learning platforms
  • You should provide service excellence roadmap/plan, past projects done and indicate where they are now
  • Project must not have commenced at the time of application
Examples of service improvements plans include :
  • Service audits
  • Development of service strategy, service promise, service blueprints, service standards and service measures
  • Redesign of service processes
  • Singapore Service Class Consultancy
Last Modified Date :19 Dec 2013