1. ACRA’s
service star
The face of an organisation is that of the person
at the frontline. For 17 years, Ms Rusiah Yusof’s
sunshine smile and unwavering commitment to
service has shown customers that ACRA is an
organisation that cares. What keeps her going
is her personal motto of “serving with a heart
and a smile.”
By going all out to help them, the customer service
officer has received more than 80 unsolicited
compliment letters from happy customers last
year – one said, “I came in a bad mood but she
got me smiling.”
Rusiah handles a broad range of enquiries
ranging from business registration to statutory
compliance. She impresses customers with her
ability to address their concerns, even for highly
complex issues. In fact, to help all frontline staff
deliver such top-notch service in all kinds of
situations, the Client Engagement Division (CED)
introduced twice-yearly assessments in January.
They include questions that test officers’ abilities
to react to different scenarios.
ACRA’s continual investment in customer service
training has resulted in a bumper crop of 24
officers who won the national level Excellent
Service Award (EXSA) for FY 11/12. Rusiah was
again honoured for her stellar efforts with an
EXSA for the third year running. She also
received the PS21 Star Service Award for
the second year consecutively.
Russiah shares, "As a frontline staff of ACRA,
I represent ACRA and it is my duty to uphold
the I-ACRA values (Integrity, Alert & Agile,
Collaborative, Respect, Add Value) in my daily
work. It makes me glad to be able to help
customers resolve their queries and put a
smile on their faces. The kind words from
our customers are always a source of
encouragement for me.”
Thanks to dedicated frontline officers like
Rusiah, ACRA was selected as one of the top 25
service organisations for the Singapore Service
Excellence Medallion last year.
FEATURE
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