DARe launches signature experience to transform customer experience

Second Minister of Finance and Economy and Chairman of DARe YB Dato Seri Setia Dr Awang Hj Mohd Amin Liew (L) presenting certificates to DARe representatives who will train staff on the signature experience.

Brunei’s national body for businesses Darussalam Enterprise (DARe) has launched its signature experience to transform the customer experience it offers businesses and the wider public.

To execute DARe’s signature experience, a series of “high impact and result oriented interventions” will be carried out to facilitate the development of people and service towards a culture of service excellence.

Minister at the Prime Minister’s Office, Second Minister of Finance and Economy and Chairman of DARe YB Dato Seri Setia Dr Awang Hj Mohd Amin Liew Abdullah officiated the launch last Wednesday at the Design and Technology building in Anggerek Desa.

DARe engaged Singapore-based consulting firm Signature Experience (SE) Associates to assist in developing its signature experience with the input of DARe staff across various levels and functions.

“More than a year ago we took a step back on how we should continue to inculcate our values as an organization: Dynamic, Accountable, Responsive and Entrepreneurial to be a DARe-ian,” said DARe CEO Javed Ahmad.

DARe’s customer signature experience blueprint DNA will be DARe 2 REAP – which stands for reliable, resourceful, efficient, approachable and professional. Javed added that the DNA is a shared commitment from DARe to its customers as well as amongst its own staff.

To develop the signature experience, DARe established a steering committee and a cross-functional project team to deliberate what makes an ideal experience for customers.

These included customer experience barrier analysis and customer journey mapping, followed by specific training for different staff levels: “DARe to lead” for managers, “DARe to serve” for frontlines and developing trainers within DARe who will train other staff.

Principal consultant of SE Associates Dr Buck P.Tang and master trainer of SE Associates Saifuddin Yusof facilitated the activities which have involved a total of 102 staff since 2019.

DARe was established in February 2016 to build Brunei-based enterprises into dynamic and resilient drivers of economic growth.

By bridging the public and private sector, DARe enables enterprise growth through a pro-business ecosystem with necessary infrastructure, reliable support and effective development programmes.