The Excellent Service Award (EXSA) is a national award that was launched in 1994. Its aim is to give due recognition to individuals who have gone beyond the call of duty in delivering exceptional service and creating memorable experiences for customers.  

Singapore Retailers Association is one of the six industry lead bodies managing EXSA, with the support of Enterprise Singapore.

  You may nominate both front- and back-end employees for any of the three categories ­­- Silver, Gold and Star Award. The nomination may be made across two different levels, namely Managerial/Supervisory/Executive or Non-Managerial/Non-Supervisory/Non-Executive. 

All qualified nominees for the Silver, Gold and Star awards will be required to attend a 4-hour EXSA Development Workshop which serves to reinforce and sustain a consistent level of service after receiving the awards. Attendance at this EXSA Development Workshop is COMPULSORY to qualify for the awards. The workshops are available in both English and Mandarin and will be conducted from July to September every year. 

EXSA Development Workshop fee is S$60.00 per nominee for SRA members and S$80.00 per nominee for non-SRA members, subject to 7% GST.

All EXSA recipients will receive a certificate of recognition and an exclusive Excellent Service Award badge. Additionally, they will receive an invitation to the EXSA Ceremony in celebration of their merits.

A framed certificate will also be presented to companies in recognition of their remarkable efforts in elevating the service excellence in their organisation.

EXSA 2021 Nominations Period: 1 to 30 Apr 2021 

To find out more information, please contact Ms Elise Lee 

Tel: 9768 6981 | Email: elise@sra.org.sg


In recognition of our SRA EXSA Past Years’ SuperStar Service Award Winners and SRA EXSA 2020 SuperStar Service Award Finalists’ outstanding service efforts, we have invited them to share their sentiments on Service Excellence.

Let’s hear what they have to say!



EXSA goes virtual! SRA wraps up yet another successful year of championing service excellence amongst the retail fraternity through virtual EXSA workshops - a total of 232 conducted by 12 EXSA trainers over 2.5 months amidst the ongoing pandemic. 

SRA also held a ‘hybrid’ presentation ceremony on 16 Dec 2020 which was live streamed on Facebook LIVE to acknowledge and celebrate the achievements of all our 3,739 retail service employees from 121 companies who exhibited excellent customer service in the preceding year. The occasion also revealed the 3 SRA EXSA Superstar Service Award Finalists - Mr Seah Cheng Huat of Cold Storage Singapore, Mr Tan Qing En Benson of Royal Sporting House and Mr Lee Weng Chee of Watson's Personal Care Stores Pte Ltd. And Mr Tan Qing En Benson emerged this year’s Winner where he received the coveted trophy from Mr R Dhinakaran, President, SRA . 

Mr Dhinakaran thanked all EXSA award winners and supportive employers which have made the annual National Recognition Award programme meaningful and successful through the years. He encouraged both retailers and the retail workforce to leverage customer service to ensure sustainability and profitability and assured that SRA will also continue to provide new training programmes to assist retailers and help upskill and retrain the retail workforce to adapt to the new times and stay ahead of the curve. His full speech delivered can be read here.

Interested in nominating your staff for next year’s EXSA awards? Do drop a note to Elise at elise@sra.org.sg or call  9768 6981 for more details.

The deserving Finalists of the SRA Service Superstar Award 2020 are: 

Mr Seah Cheng Huat, Checkout Department Manager, Cold Storage Singapore (1983) Pte Ltd

Mr Lee Weng Chee, Senior Pharmacist, Watson’s Personal Care Stores Pte Ltd


Mr Tan Qing En Benson, Customer Service and Product Executive, Royal Sporting House

CONGRATULATIONS to all our EXSA 2020 Superstar Service Award Finalists & Winner!

SRA EXSA 2020 Participating Companies

1 7-Eleven
2 Cold Storage Singapore (1983) Pte Ltd 
4 Guardian 
5 AJ2 Holdings Pte Ltd (The Curtain Boutique)
6 Aryan (SEA) Private Limited 
7 Baccarat International Pte Ltd (Marks and Spencer)
8 Gagan Holdings Pte Ltd
9 Montez Pte Ltd
10 Navya (SEA) Pte Ltd
11 Prasan Pte Ltd
12 RSH Singapore Pte Ltd
13 Amorepacific Singapore (Etude House)
14 Amorepacific Singapore (Hera)
15 Amorepacific Singapore (Innisfree)
16 Amorepacific Singapore Pte Ltd (Laneige)
17 Amorepacific Singapore (Sulwhasoo)
18 APM Property Management Pte Ltd
19 ARCC Spaces
20 Beauty One International Pte Ltd (Dorra Slimming Pte Ltd)
21 Beauty One International Pte Ltd (Jonsson Protein Healthy Hair Growth Pte Ltd)
22 Beauty One International Pte Ltd (London Weight Management (S) Pte Ltd)
23 Beauty One International Pte Ltd (New York Skin Solutions (S) Pte Ltd)
24 Beauty One International Pte Ltd (Shakura Pigmentation Beauty Pte Ltd)
25 Beauty One International Pte Ltd (Victoria Facelift Pte Ltd)
26 Beauty One International Pte Ltd (Yun Nam Hair Care (S) Pte Ltd)
27 Benjamin Barker Aust Pte Ltd
28 BSH Home Appliances Pte.Ltd. 
29 C K Tang Ltd 
30 Caring Group Pte Ltd
31 Ceramique Aesthetics
32 Certis CISCO Auxiliary Police Force Pte Ltd
33 Certis CISCO Consulting Services Pte Ltd
34 Certis CISCO Protection Services Pte Ltd
35 Certis CISCO Security Pte Ltd (Group Communications & Marketing)
36 Certis CISCO Security Pte Ltd (Group Human Resources)
37 Certis CISCO Security Pte Ltd (Group COO)
38 Certis CISCO Security Pte Ltd - Integrated Operations Centre (IOC)
39 Certis CISCO Security Pte Ltd - Integrated Solutions Group
40 Certis CISCO Security Pte Ltd - People Advantage
41 Certis CISCO Security Pte Ltd - Quality Excellence Unit
42 Certis CISCO Security Pte Ltd - Safe Deposit Box
43 Certis CISCO Security Pte Ltd - Synergy FMI
44 Certis Technology (Singapore) Pte Ltd
45 Charles & Keith (Singapore) Pte Ltd
46 Pedro Group Pte Ltd
47 Chevron Singapore Pte. Ltd.
48 Chien Chi Tow Healthcare Pte Ltd
49 Chomel Pte Ltd
50 City Developments Limited (City Square Mall)
51 City Developments Limited (Palais Renaissance)  
52 Clarins Pte Ltd
53 Club 21 Pte Ltd
54 Cortina Watch Pte Ltd
55 Cycle & Carriage Automotive Pte Ltd
56 Cycle & Carriage France Pte Ltd
57 Cycle & Carriage Industries Pte Ltd
58 Cycle & Carriage Kia Pte Ltd
59 Decathlon Singapore Pte Ltd
60 ECCO Shoes Singapore
61 EM Services Pte Ltd
62 Estee Lauder Cosmetics Pte Ltd
63 Eu Yan Sang (Singapore) Pte Ltd
64 Family Dental Centre Pte Ltd
65 Far East Organization
66 Frasers Property Commercial Management Pte Ltd (51 Cuppage Road) 
67 Frasers Property Commercial Management Pte Ltd (Frasers Tower)
68 Frasers Property Commercial Management Pte Ltd (Cross Street Exchange)
69 Frasers Property Commercial Management Pte Ltd (Robertson Walk)
70 Frasers Property Retail Management Pte Ltd (Causeway Point)
71 Frasers Property Retail Management Pte Ltd (Bedok Point)
72 Frasers Property Retail Management Pte Ltd (Centre Point)
73 Frasers Property Retail Management Pte Ltd (East Point)
74 Fuji Xerox Singapore Pte Ltd
75 FWD Singapore Pte Ltd
76 Goldlion Enterprise (Singapore) Pte Ltd
77 House of Modern Creations Pte Ltd (The Shirt Bar)
78 IKANO Pte Ltd (IKEA Alexandra)
79 IKANO Pte Ltd (IKEA Tampines)
80 Jay Gee Enterprises (Pte) Ltd
81 Jay Gee Health (Pte) Ltd
82 Kinokuniya Book Stores of Singapore Pte. Ltd.
83 Lagardère Travel Retail Singapore Pte Ltd 
84 L'Oreal Singapore Pte Ltd (ACD)
85 L'Oreal Singapore Pte Ltd (GAB)
86 L'Oreal Singapore Pte Ltd (KHL)
87 L'Oreal Singapore Pte Ltd (LAN)
88 L'Oreal Singapore Pte Ltd (SHU)
89 L'Oreal Singapore Pte Ltd (YSL)
90 Metro (Private) Limited
91 M1 Limited
92 M1 Shop Pte Ltd
93 NTUC Club
94 Nu Skin Enterprises Singapore Pte Ltd
95 On Cheong Co Pte Ltd 
96 POPULAR Book Co (Pte) Ltd
97 QB Net International Pte Ltd
98 RMA Group
99 Raffles Quay Asset Management Pte Ltd
100 RBC Investor Services Trust Singapore Limited
101 Rodalink (S) Pte Ltd
102 Samsung Asia Pte Ltd
103 Sembcorp Power Pte Ltd
104 SG Car Choice Pte Ltd
105 Simmons (SEA) Pte Ltd
106 Singapore Post Limited
107 Singapore Telecommunications Ltd
108 Singtel Exclusive Retailer - 3 Mobile Telecom Pte Ltd
109 Singtel Exclusive Retailer - G-Force Network Pte Ltd
110 Singtel Exclusive Retailer - Novel Communication Pte Ltd
111 SP Group
112 StarHub Ltd
113 Swarovski Singapore Trading Pte Ltd 
114 Tan Tock Seng Hospital
115 Toys 'R' Us (Singapore) Pte Ltd
116 UA Sports (S.E.A.) Pte. Ltd.
117 Valiram Group (Luxury Ventures Pte Ltd)
118 VF Brands Pte Ltd
119 Warren Golf and Country Club 
120 Watson's Personal Care Stores Pte Ltd
121 Welcia-BHG (Singapore) Pte. Ltd.