Prudential Assurance Company Singapore (PACS) Service Huddle is a flagship initiative by the Customer Experience (CX) team, developed under the North Star Initiative to foster a company-wide customer-centric culture. Backed by senior leadership, this program encourages all employees from Operations and Technology to Customer Service and beyond to adopt a mindset of truly standing in our customers’ shoes when designing solutions, delivering services, or making decisions.
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The philosophy behind Service Huddle is simple but powerful: it’s not just the role of UX to champion the customer, it’s everyone’s responsibility.
Inspiration
To bring this culture shift to life in a memorable way, I drew inspiration from LTA’s Graciousness Campaign, which used character mascots like Stand-up Stacey, Give-Way Glenda and more, to promote thoughtful public behaviour. These relatable personas made abstract values more tangible and emotionally resonant.
Idea Conceptualisation
Adapting that strategy, I proposed the idea of creating character-driven ambassadors to represent the Service Huddle’s 3-step approach. Leveraging AI tools, I conceptualised and co-developed:
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Thinking Tina – representing active listening and customer understanding
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Empathy Emma – embodying empathy and emotional connection
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Solve-It Simon – driving action to resolve issues meaningfully
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These characters were featured across internal campaigns, videos, marketing collaterals, event launches, and CX Week showcases, helping staff remember and adopt the Service Huddle mindset in their daily work.
Marketing Ventures
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These 3 characters were featured across internal campaigns, videos, marketing collaterals, event launches, and CX Week showcases, helping staff remember and adopt the Service Huddle mindset in their daily work.
Outcome & Impact
The Service Huddle project was awarded 1st Runner-Up in the Innovation Awards under the "We Deliver on Our Commitments" category, receiving widespread praise from Group and internal teams for its creativity, cross-functional relevance, and effectiveness in promoting behavioural change.
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By blending creativity with strategy, this initiative helped spark meaningful conversations and made the abstract idea of “customer-centricity” feel concrete, actionable, and inspiring for the entire organisation.