"By 2009 Yu Bo was one of the last three branch general managers who had joined TNT from the original joint venture with Sinotrans (which was dissolved in 2003). Sinotrans, a large, state-owned enterprise, was not particularly known in the industry for its progressive management. Until we launched the customer experience initiatives and the culture transformation, Yu Bo had remained mostly unknown in his depot in Dalian. When the strategic focus shifted from purely financial (and mostly short-term) measures of success to include metrics based on quality of customer service and employee satisfaction, Yu Bo emerged as one of TNT’s most advanced and inspiring leaders."