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

In October 2011, NTUC Income, Singapore’s largest automotive insurer launches the ‘Orange Force’. It is a bold US$3.2 million initiative where a team of 30 expertly trained and distinctively attired motorcycle riders will arrive at an accident scene within minutes to assist and comfort those who have been involved in a road incident. They will then proceed to perform basic first-aid, call up the next-of-kin and/or a tow truck company, and advise the customer on how to record the accident details. The initiative has received an extremely positive response, and NTUC Income recognises that what had been originally envisaged as a fraud- reduction initiative is now a much larger offering in innovative customer service and branding.

This case study will stimulate discussion on the benefits that NTUC Income has derived from the ‘Orange Force’ initiative. Through this case, participants will be exposed to the importance of creating and maintaining brand equity of an organisation.

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· The Case (SMU-12-0021)

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· The Case (SMU-12-0021)

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· The Case (SMU-12-0021)

· Teaching Note (SMU-12-0021TN)