Raising service standards with passion

This EXSA 2025 (Retail) Service SuperStar goes above and beyond his sales role, believing great service means putting people before profit

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Mr Reuben Goh (third from left) along with (from left) TC Acoustic's finance and brands director Regine Tan, sales director Tan Jian Ming and CEO Christian Honneger.

While sales targets are part of the job, Mr Reuben Goh, senior sales executive at TC Acoustic, sees his role differently. For him, it is about sharing stories and making a connection with customers.

"People don’t care how much you know about your brand, the competition or the market, until they know how much you care about them and their needs," says the 29-year-old who is stationed at the Sonos flagship store in Wheelock Place.