Page 7 - CSCF Document

MISSION, SERVICE PHILOSOPHY

AND SERVICE DNA

MISSION

To ensure an efficient, adequate & sustainable supply of water.

SERVICE PHILOSOPHY

To serve the public with professionalism and empathy as to build trust and confidence.

SERVICE DNA

1. We are the national water authority

We are the water, used water and drainage authority in Singapore. While there are many water
stakeholders such as Town Councils, MCSTs and building owners who are responsible for the
water infrastructure in their premises, our customers see PUB as a single entity that is expected
to deliver integrated and prompt responses to their feedback. We are ultimately accountable to
the Government and the people of Singapore for working with all relevant stakeholders in leading
and driving the national outcome of clean, safe and sustainable water supply.

2. We serve with empathy and put ourselves in our customers’ shoes

There are no difficult customers, only challenging situations. We accept responsibility for service
lapses due to our own shortcomings, and commit to doing our best to restore trust and confidence.
There may be times that we do not agree with our customers’ specific assessment of the situation
but we always seek to acknowledge, understand and feel their frustrations and viewpoints. We
see complaints/feedback from our customers, water stakeholders and fellow citizens as a good
opportunity to sense the ground and improve the quality of our relationships. At the same time,
we also lead by showing empathy to our own colleagues and by protecting their right to work in
a non-threatening environment.

3. We maintain a high level of professionalism and adopt a proactive mindset in finding solutions

We take pride in our work and rely on our expertise and knowledge to find solutions for our
customers. It is not always about responding faster to customer feedback, we aim to identify the
root causes and address them “upstream” to prevent or minimise problems from occurring. We
also exercise flexibility in order to offer alternatives to our customers without pushing the problem
to someone else. While we cannot accede to all requests, we act as advocate for our customers
by escalating valid requests (for which there is no specific policy) to our supervisors and senior
management for attention.

The competencies in this Customer Service Competency Framework are aligned to PUB’s Mission,
Service Philosophy and Service DNA.

CUSTOMER SERVICE COMPETENCY FRAMEWORK | 4