The Singapore Tourism Board made sure that it was built into policy to provide memorable experiences for visitors to cherish for the rest of their lives . This stems largely from the fact that their founding father , Lee Kuan Yew , realized they had nothing but water and people . So , they decided to create the best ports and the best experiences for their visitors , and that ’ s exactly what they did .
The Singapore Tourism Board ( STB ) has been instrumental in shaping Singapore ’ s tourism landscape . It actively promotes Singapore as a compelling destination and supports the development of new attractions and experiences . The STB ' s strategic plans , such as the Tourism 2030 initiative , outline clear goals and strategies to enhance visitor experiences and grow tourism sustainably .
The development of Integrated Resorts , including Marina Bay Sands and Resorts World Sentosa , was a calculated move by the government to boost tourism through the creation of experiences . These Integrated Resorts combine hotels , casinos , convention centres , entertainment , and shopping , making them major draws for tourists .
Singapore has positioned itself as a premier destination for international events and conferences . The establishment of worldclass facilities such as the Suntec Singapore Convention & Exhibition Centre and the Singapore EXPO , coupled with initiatives to attract high-profile events while at the same time placing emphasis on the visitor experience , underscores the government ’ s commitment to enhancing great visitor experiences .
Singapore ’ s emphasis on urban planning and maintaining a clean and green city has significantly contributed to its appeal as a tourist destination . The government ' s policies on environmental sustainability and urban cleanliness ensure that visitors have a pleasant and memorable experience . In essence , they leave no stone unturned when it comes to shaping the experience for their visitors . They have a very good grasp of every point in the experience ecosystem .
Government efforts to preserve and promote Singapore ’ s cultural heritage through initiatives like the Singapore Heritage Festival and the preservation of historical sites have enhanced the cultural richness that visitors can experience .
All these were very intentional efforts as described by founding father Lee Kuan Yew in the book " From Third World to First ," where he said , “ We had to create a new kind of economy , try new methods and schemes never tried before anywhere else in the world , because there was no other country like Singapore .” He further said , “ After pondering these problems and the limited options available , I concluded an island city-state in Southeast Asia could not be ordinary if it was to survive . We had to make extraordinary efforts to become a tightly knit , rugged and adaptable people who could do things better and cheaper than our neighbours .”
With these words and this attitude , they set out to build a nation where service excellence would be cultural and not just something that companies did or remembered on customer service week !
The success of Singapore as a tourist destination is not accidental but the result of deliberate and strategic government policies aimed at enhancing the visitor experience .
Now , compare this with a typical African country . The issue of the experience value chain , as I keep saying , is often overlooked . Here ’ s an example : the Tourist Board has gone to Germany and other places to market the country . They have spent a lot of money on ads on CNN , Al Jazeera , and all the big media outlets in the world . They ’ ve spent millions of dollars on social media ads , and people begin to respond . People start to come . Assuming the flight goes smoothly , what is the first encounter with the country ? It ’ s likely to be immigration .
The same country that spent millions to invite you treats you poorly when you arrive . Immigration officers interrogate you as if you are a thief , asking why you ’ ve come , how long you ’ ll stay , and displaying a bad attitude . This tells you that you cannot build a successful national customer experience policy without involving immigration but they are often excluded in the conversation .
We need to look at the different points of contact . We need to talk to immigration and consider whether we will have specially assigned taxis and Ubers that share our values . Are the hotels aligned with the passion , drive , and values that the Tourist Board has promoted ? If people come and are treated badly - even if it ’ s just by immigration or customs - that ’ s what they will remember . Experiences are always remembered at the lowest level . So , if they have a bad experience with customs or immigration , they will go back remembering that the country provided the worst experience .
If the country is trying to woo investors , but the tax authorities give them a tough time with all sorts of demands and penalties , what does that do ? It becomes part of the ecosystem or value chain . We cannot have a national discussion on investments without talking about the experience that investors will have with tax authorities and ensuring that they are also on the same page where the experience delivery is concerned . If it is not a harmonized strategy , there will be gaps and a lot will fall through those cracks .
These things are so important , but unfortunately , we have been very myopic in the way we have looked at customer experience . Many people have viewed it as customer service , which is just a snapshot . But the experience covers an entire ecosystem . If one part of that ecosystem is not up to par with the excellence displayed in other parts , that weak part will define the country . So , if every other point in the ecosystem is performing at an A level and one part is at a D level , nobody will remember the A performances . Everyone will define that country as a D country .
Okay , so there we have it . Whether we are dealing with a small company , a mediumsized company , a multinational , or even a whole nation , what is ultimately going to determine the excitement to do business with them is not the product , not the service , but the experience that people get when they interact with you .
So , give it thought - your experience value chain . Have you been able to identify all the points ? Have you been able to identify all the unseen players that shape the experience and the memories people have with your organization ?
Right there is the key to your growth and getting to your next level as an entity .
Dr . Wale Akinyemi is the founder and Chief Transformation Officer PowerTalks Consultants . You can commune with him on this or related matters via email at : wale @ powertalks . biz