The annual SRA Excellent Service Award 2018 (EXSA) Presentation Ceremony will be held over three sessions across two days on Wednesday 21 Nov 2018 (Star Award) and Thursday 22 Nov 2018 (Gold and Silver Awards) at Kallang Theatre. 

This year, SRA will be recognising a record number of 695 Star Award winners, 1,209 Gold and 2,059 Silver Award winners from 125 companies, who have delivered quality service. The national Award is conferred at the following levels: Silver Award, Gold Award, Star and SuperStar Award.

On 21 Nov 2018, Guest-of-Honour, Mr Zaqy Mohamad, Minister of State, Ministry of National Development & Ministry of Manpower will present Awards to the winners of SRA Platinum ACE Award and SRA Service SuperStar Award.  

Star, Gold and Silver Award winners and their Company chiefs will receive their plaques and awards from SRA Council Members. All Award winners will be presented with certificates and Excellent Service Award pins, which they can wear daily to distinguish themselves. 

Congratulations to all of our EXSA 2018 winners and we would like to thank our Valued Retailers for the support shown! 

To find out more about SRA EXSA (Retail), please contact Ms Elise Lee | Tel: 6360 0182 |  E-mail: elise@sra.org.sg 


Agnes Kang 

B.Comm, ACTA

Agnes brings with her more than 9 years of training experience and has conducted training in Singapore, Hong Kong and China, for various leading organisations in the Retail/Healthcare/Transportation industries.

A bilingual lead trainer for numerous training programs, Agnes is one of the top trainers in terms of evaluation ratings. This is testament to her adaptability to contextualize her training both in hardware and heartware to be relevant to her participants.

“When you treat customers right, they come back.. and they tell others!” – Agnes Kang 

Ban Sau-Leng


With over 30 years of retail experience in both the private and public sector that spans the whole gamut of retail planning, operations, sales, merchandising and customer service, Sau-Leng is well versed as a practitioner and policy maker to advise and coach on the subject.

Sau-Leng's retail expertise was tapped by a local polytechnic to launch its retail curriculum when she became their Principal Lecturer.

Her passion in retail continues to carry her into the area of training, especially in the EXSA program. It resonates with her belief that training in service excellence will propel us forward with a competitive advantage that is measurable and cultivating a service-oriented workforce is for long-term sustainability.

Effectively tri-lingual in English, Mandarin and Japanese, she was also a recipient of the Isetan Japanese Language Scholarship to Tokyo.

"Service excellence is not rocket science, nor is it revolutionary. Simply, it is delivering beyond what your customers expect. Attitude is everything." – Sau Leng

Della Ng  


With more than 20 years of retail experience. Della demonstrates customer care by being engaging and showing passion in her service to attain customer delight at every touch point. Her past portfolio encompassed retail operations, merchandising, buying, marketing, interior planning, visual display and training has given her the scope to fully cultivate internal customer service culture that ultimately serves the external customers on both brick and click platforms.

“Genuine customer care is an attitude not a prescribed role.” – Della Ng 


Eunice Lee 


Eunice has been actively training front-line service personnel in the Retail, Service, F&B and Hospitality industries for the past decade.  Prior to that, she has had more than 20 years of corporate experience in marketing/sales management, international marketing, channel distribution development, business management & training, having worked in companies spanning across principal brand owners to the wholesale & retail trade.  She enjoys training, engaging and sharing with service personnel the importance of creating a great customer experience.   

“The ability to deliver great customer service and customer experience is what will set companies apart from their competitors.” – Eunice Lee 


Jaclynn Tan 

Master in Retailing, BA, DACE, ACTA

Jaclynn has more than 20 years of training experience in the retail and marketing fields. Her past experiences included sales and marketing, retail entrepreneurship, operation, visual merchandising, buying, ecommerce and attractions and event management. 

“Give from your heart and it will be returned to you.” – Jaclynn Tan


Tan Kim Boon


Kim Boon is a retail and marketing management specialist.

His career spanned more than 25 years in senior positions in leading global luxury companies, involved with branding, retailing and marketing of fashion and lifestyle merchandise, telecommunication instruments, automobiles and premium publishing and printing. His extensive experience with these companies in various capacities in the Asia Pacific region covered responsibilities in numerous functions in retail, channel and merchandising management, marketing communications, product and brand development, marketing management and eventually to strategic planning and general corporate management. He held directorships and corporate board seats in some of these regional subsidiaries. He had also led a local SME to its IPO. 

After relinquishing his corporate functions, more than 10 years ago, he provided consulting, training and advisory services to mainly retail organizations, mall owners and landlords both here and abroad. He was also an adjunct lecturer at Singapore Polytechnic and Nanyang Polytechnic (for Retail Degree). He also was an associate trainer at The Retail Academy of Singapore (TARS) in their Diploma in Retail Management. With the Singapore Retailers Association (SRA), he trained extensively in the EXSA (Excellent Service) Awards programme.

”EXSA workshops are most satisfying when participants before they leave, thank me for a wonderful session and request a wefie.”  Tan Kim Boon


Dr Teo Cheng Swee 

PhD (Econ), MBA, DAccy, FCA, FCPA, FCMC

Dr Teo has taught retailers and study projects submitted by retailers for more than 15 years and help in assessing operations of retail outlets for 3 years.

"Mindful of innovation, the motivator to break the retail frontiers."  Dr Teo Cheng Swee 

Excellent Service Award (EXSA) 2017

The Singapore Retailers Association has successfully concluded another cycle of the Excellent Service Award with close to 3500 winners from 122 companies in year 2017. We congratulate these exemplars who tirelessly dedicate themselves to deliver exceptional customer service. 

Truly a job well done to all our winners!

On behalf of the SRA, we would like to convey our gratitude to all our Presenters, Supporters from SPRING Singapore, and all Excellent Service Partners, this Event would not have been successful without your presence and support. 

The deserving Finalists of the SRA Service Superstar Award 2017 are: 


Ms. Kamisah Binte Samat - Branch Manager, Singapore Post Limited


Ms. Krishnavane d/o S K Rajoo - Concierge Service Officer, Far East Malls Pte Ltd





Ms. Norlinda Binte Zainuddin - ION Orchard Concierge, Orchard Turn Developments Pte Ltd


CONGRATULATIONS to all our Service Superstar Finalists & Winner!



Do click the following links to view the full range of the photographs taken

15 Nov PM Session 1

16 Nov AM Session 2

16 Nov PM Session 3

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Kindly find the Opening Address and Welcome Address Included in the attachments below given by Ms. Sim Ann,  Senior Minister of State, Ministry of Culture, Community and Youth & Ministry of Trade and Industry & Mr. R Dhinakaran, President, Singapore Retailers Association, respectively.