Mr Ernie Koh, President of Singapore Retailers Association

 

Distinguished Guests, 

Ladies and Gentlemen, 

 

1. Good morning. 

 

2. I am delighted to join you at the 30th Excellent Service Award of the Singapore Retailers Association. This year, we celebrate over 4,200 outstanding individuals who exemplify the best retail service standards. We want to honour you for your contributions and unstinting dedication. Thank you for being our exceptional Service Champions in the retail industry. 

 

3. We all know the importance of the retail industry. Looking back four years ago, during COVID-19 we could not go out shopping or dining. Through times like this, we recognise the importance of our retail industry, Service Champions, Service Leaders and service ambassadors like each of you. I am encouraged by the diverse representation of retail industry sub-sectors among this year’s award recipients. This speaks of the broad efforts to foster excellent service across the industry to strengthen Singapore’s position as a global hub for lifestyle and retail.

 

4. Not too long ago, you hosted many tourists, coming for the Taylor Swift concert and F1, etc. On a weekly basis, our various MICE locations are hosting major conferences. Last week, we hosted the 17th edition of the Singapore International Energy Week – more than 15,000 business leaders came through. This week, we are also hosting Singapore Week of Innovation and Technology (SWITCH).

 

Building Meaningful Connections in an Ever-Changing Retail Landscape 

 

5. Personalised customer service is critical to standing out and attracting consumers in the ever-evolving retail industry. Today’s shoppers expect more than just products – they seek meaningful, unique experiences that meet their specific needs. By better understanding our customers’ wants, we can provide targeted, impactful service. Often, a simple gesture can make a lasting impact and keep customers coming back.

 

6. As one of the Superstar Award Finalists, Mr Reuben Goh, from TC Acoustic, says: “It may be my thousandth time promoting this product, but for each customer, it is a brand-new experience.” Reuben started his journey with TC Acoustic more than a decade ago. He is just as passionate about delighting his customers today as he was when he began his sales career. Whether you are in your first or tenth year of service, the goal is the same - to make every customer feel valued and appreciated.

 

7. Another inspiring example is Mr Rosli Bin Saleh, from Raffles City, Singapore, who has won the SRA Gold/Star Awards for three consecutive years. To him, “It is not just about solving problems but creating moments that leave a lasting impact.” These positive experiences win over loyal customers who can become your “brand ambassadors” for life!

 

8. I encourage all of you to not only be Service Champions but also to aspire to become Service Leaders. You each have the potential to inspire your team of colleagues to serve with passion and to mentor them to create a positive, welcoming in-store environment for customers. Ms Lee Hui Ling, an Assistant Store Manager at Under Armour, exemplifies this spirit with her readiness to listen and guide others. Her commitment has enabled her to forge meaningful connections with her customers and team. 

 

Embracing Technology in the Heart of Service

 

9. As the retail industry evolves, digital tools and technology applications are reshaping sales and the customer landscape. Today, we can order almost anything from anywhere in the world. Technology applications can track our preferences and recommend products suited to our needs with minimal browsing. Retailers should leverage these digital tools and advancements to expand their reach and enhance customer engagement.

 

10. SRA has updated its course curriculum to include programmes that equip and support retailers with the skills to use technology and data analytics for insights. For example, data analytics can help monitor customer feedback and evaluate marketing efforts across various platforms. With these tools, retailers can enhance the quality of their customer service. Ultimately, consumers still favour personalised, trustworthy services that foster loyalty.

 

Support for Retail Service Excellence

 

11. I would like to assure all of you that the Government is committed to supporting our retail workforce and retailers as they navigate the evolving retail landscape. Workforce Singapore has been working closely with SRA to redesign job roles in the retail industry through the Career Conversion Programme. This programme allows retailers to customise On-the-Job training plans, helping their employees transition smoothly into new roles, as well as enhance efficiency and productivity. By doing so, we ensure that our retail workforce is equipped with the skills needed to take on redesigned and emerging job roles that support retailers’ needs as we strive to continue delivering outstanding customer service. 

 

Conclusion

 

12. On behalf of the Ministry of Trade and Industry and EnterpriseSG, I extend my heartfelt congratulations to all our Service Champions. Your hard work is seen and truly appreciated. Continue to serve from your heart with passion and bring delight to customers. You hold the key to spreading the joy of shopping and a revitalized, vibrant retail industry! Thank you.