TC Acoustic Featured in The Business Times
On 14 May 2025, TC Acoustic’s Sales Executive, Reuben Goh was featured in The Business Times for his take on Customer-First retail experience in Singapore. Reuben was honored at the 2024 EXSA Service Superstar Awards for his exceptional customer-first service, going above and beyond with hands-on support and after-hours deliveries. His people-first mindset reflects TC Acoustic’s commitment to meaningful, personalized customer experiences.
Why it Matters
Launched in 1994, the Excellent Service Award or EXSA is a national award that recognises individuals who have delivered quality service. It seeks to develop service models for staff to emulate and to create service champions. Organisations with EXSA staff are committed to achieving service excellence. They seek to deliver superior service through service champions in their organisations.
Reuben Goh: An EXSA Award Superstar Finalist 2024
Reuben was awarded top 3 out of 4000 candidates at the award ceremony. He was ranked among other finalists from Under Armour and Capitaland – recognised for their exceptional service. They aren’t just good at meeting a customer’s needs, they exceed expectations.
Inside TC Acoustic’s People First Culture
We couldn’t be prouder of Reuben’s accomplishment. More than the recognition, it is the culture of care. What Reuben demonstrates is what we strive to build across TC Acoustic — a culture rooted in trust. We empower our team to take initiative and make judgment calls that serve the customer best.
As Reuben puts it:
“This shows that my company is all about trust. When you operate from a place of trust, you are empowered.”
He inspires not just our customers, but his colleagues too. Reuben mentors newer team members and helps nurture the same customer-first mindset that sets us apart.
When you care for your staff, your staff will care for your company
Every sales staff in TC Acoustic — part time brand ambassadors included, have the ideal of “People Above Profit, Relationships Above Revenue” ingrained in them. Whether it’s helping someone discover their first speaker or fine tuning a home sound system to perfection, they are trained to listen, to care, and to make every interaction memorable.
Reuben’s words perfectly capture what we aim to do every day:
"We don't just sell products, we serve happiness"
Visit Us and Experience Award-Winning Service
In the fast-paced world of customer service, it’s natural for frontline teams to feel a little worn out at times. But at TC Acoustic, we’re all about keeping that spark alive. Reuben’s story is a reminder of why we do what we do — because we believe in Serving Happiness every single day. We genuinely love what we do, and we want you to feel that passion too.
Experience award-winning service in person—Visit our Sonos Flagship Store at Wheelock Place today.
