SRA Excellent Service Award (EXSA) 

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.

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 2021 Nominations Period: 1 to 30 Apr 2021 

To find out more information, please contact Ms Elise Lee 

Tel: 6360 0182 / 9768 6981 | E-mail: elise@sra.org.sg

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

PRESENTING THE WINNER OF SRA EXSA 2020 SUPERSTAR SERVICE AWARD

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

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