Launch of Go-the-Extra-Mile-for-Service (GEMS) Movement
Service quality is a key experience differentiator in today’s competitive business landscape. The GEMS (Go-the-Extra-Mile-for-Service) is a national movement led by Mr Raymond Lim, Minister in the Prime Minister's Office and Second Minister for Finance and Foreign Affairs. Under the GEMS movement, all Singaporeans are encouraged to take the initiative to improve service levels and work towards achieving an excellent service culture in Singapore. 

This Movement is in response to the call made by Singapore’s Prime Minister Lee Hsien Loong during his National Day Rally in August - to build a strong service culture in Singapore. In our bid to transform Singapore into a world-class global city and in view of Singapore hosting the high-profile IMF and World Bank Conference in 2006, it is vital that Singapore raise its service standards.

GEMS is supported by an Executive Committee (EXCO), comprising business leaders from the retail, food and beverage, airline and hotel industries, members from the media, representatives from the training industry, the labour union and CASE. The EXCO will be supported by an inter-agency secretariat which consists of the Singapore Workforce Development Agency (SWDA), the STB and SPRING Singapore. The GEMS EXCO focuses on raising service levels in the tourism, hospitality, food & beverage, retail and transport industries. It also provides advice, guidance and views on service quality related initiatives and helps rally others to join the movement.

A four-pronged framework to promote service excellence has been adopted:-

• Service Leadership - Encouraging employers to take the lead in making service competitiveness their business strategy. The STB is championing this aspect

• Service Capability - Training of service workers to help them be competent, knowledgeable and effective in their jobs

• Service Mindset - Encouraging Singapore to value careers in services as well as respect and appreciate service workers

• Service in Small and Medium-Sized Enterprises (SMEs) - Upgrading SMEs’ service standards

The success of this Movement will help to enhance Singapore’s attractiveness to visitors, stimulate the performance of the tourism sector and in turn, create more jobs and brighter business prospects for the tourism industry. It also contributes towards a more gracious society, where Singaporeans will learn to appreciate the service provided by service workers, who in turn will take pride in delivering excellent service.