NTUC Income's Orange Force: Powering Forward to Innovative Paths of Customer Excellence

Srivastava, R K and Joshi, H (2015) NTUC Income's Orange Force: Powering Forward to Innovative Paths of Customer Excellence. [Teaching Resource]

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Abstract

In October 2011, NTUC Income, Singapore’s largest automotive insurer launched the ‘Orange Force’. This was a bold US$3.2 million initiative where a team of 30 expertly trained and distinctively attired motorcycle riders would arrive at an accident scene within minutes to assist and comfort those who had been involved in a road incident. They would then proceed to perform basic first-aid, call up the next-of-kin and/or a tow truck company, and also advise the customer on the steps to be taken to record the accident details. The initiative had received an extremely positive response, and NTUC Income recognised that what had been originally envisaged as a fraud-reduction initiative had now become a much larger offering in innovative customer service and branding. This case study would stimulate discussion on the benefits that NTUC Income has, and could further derive, from the ‘Orange Force’ initiative. Through this case, participants will be exposed to the importance of branding. They would also have an opportunity to understand why creating and maintaining brand equity is extremely important to an organization.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Srivastava, R K
https://orcid.org/0000-0002-5236-2375
Item Type: Teaching Resource
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Branding, Brand equity, Service excellence, Innovative customer service, NTUC income, Insurance, Automotive insurance, Orange force, Singapore
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 03 May 2019 07:28
Last Modified: 03 May 2019 07:28
URI: http://eprints.exchange.isb.edu/id/eprint/909
Publisher URL: https://www.thecasecentre.org/main/products/view?i...
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