Transforming Customer Service (TCS) has defined SIA’s service culture since its inception 16 years ago. Implicit in this is an attitude of constant reinvention of service, to serve the ever-changing needs of our customers. The current TCS phase ‘Creating Extraordinary Moments’ engenders a service culture which starts with discovering the unique needs of a customer, designing the right service just for him or her, and delighting the customer. The annual CEO TCS Awards is held to recognize exemplary individuals and teams whose outstanding TCS performances have contributed significantly to SIA’s service excellence