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.

We are pleased to share that we have completed 232 EXSA online workshops from Aug to Oct 2020.

A total of 3,739 nominees will be receiving EXSA Award this year. 

All EXSA Award winners will be recognised at the SRA EXSA Presentation Ceremony which will be held virtually this year on 16 Dec 2020, an annual event that every outstanding retail service staff looks forward to.

Save the date and stay tuned for more details! 

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


Excellent Service Award (EXSA) 2019 Presentation Ceremony

Congratulations to our 4,513 EXSA Award Winners and 148 EXSA Employers!

A big congratulation to all our amazing EXSA Award Winners that walked away with Excellent Service Award (EXSA) for the Retail Sector at the annual Singapore Retailers Association's award ceremony. We are very proud of their efforts in providing great customer service and being service champions!

This year, SRA presented a record number of 841 Star Award,  1,371 Gold Award and 2,301 Silver Award to service professionals in the retail industry for their exemplary quality customer service shown in the course of their work. The presentation ceremony was held over two days on Wednesday 13 November and Thursday 14 November 2019 at D ‘Marquee @ Downtown East.

 Mr R. Dhinakaran, President of Singapore Retailers Association presented the top echelon of awards.The ceremony kicked off with the presentation of the SRA ACE+ “Spirit of Excellence” Award 2019 to retailers in recognition of their continuous support and participation in the SRA Achievement in Customer Experience (ACE+) Plus Programme. Organised by SRA, ACE+ is an improved real time Omni-channel mystery audit programme driven by AI analytics for the retail industry, and re-launched in October 2019.

The award recipients this year included Benjamin Barker Aust Pte Ltd, Luxasia Pte Ltd, On Cheong Jewellery, Pet Lovers Centre Pte Ltd, QB Net International Pte Ltd and Singapore Telecommunications Ltd. 

Mr R. Dhinakaran also bestowed on Mr David Chew, Assistant Officer, Customer Service from City Square Mall (City Developments) the coveted SRA EXSA Superstar 2019 Award and a $500 Takashimaya shopping voucher for the superior customer service amplified in his daily duties.

David is known for going beyond his duties to help customers. On one occasion, he spent considerable time and effort to assist a deaf & mute shopper to locate the necessary within the mall. The shopper was awed by the level of patience exhibited by David during the entire episode. David was amongst two other service staff finalists shortlisted from a pool of over 40 individuals vying for the coveted SRA Excellent Service Super Star Award 2019 after a conscientious round of interview by judges.

The other 2 Finalists are Mr John Knaggs, Senior Patient Care Pharmacist, Guardian Health & Beauty and Ms Clarina Seetho, Senior Retail Manager, Estee Lauder Cosmetics Pte Ltd. Both received their plaques and a $250 Takashimaya shopping voucher each.

A total of 841 Star, 1,371 Gold and 2,301 Silver EXSA 2019 award recipients and their Company chiefs comprising Managing Directors, Chief Executive Officers to HR Directors received their plaques and awards presented by Councillors of Singapore Retailers Association over this 2-day event. All Award winners are presented with certificates and Excellent Service Award pins, which they can wear daily to distinguish themselves. 

EXSA 2019, totalling 4,513 award recipients saw an increase of 14% from EXSA 2018, reflecting the retail industry’s focus and strong collective efforts in raising service excellence.

Mr R. Dhinakaran, President of Singapore Retailers Association said, “SRA has constantly challenged the industry to uphold the highest standards in customer service excellence. As the lead association for the retail industry, SRA has been an important partner to the Government, and I am glad that we can continue to champion both productivity and service initiatives in order to drive retail transformation. I have every confidence that SRA will continue our good work in driving industry transformation. Combined with the efforts of our retail professionals, we will be in a position of strength to take the retail industry through its next stage of progress and transformation.”

On behalf of SRA, we would like to convey our gratitude to SRA President Mr R. Dhinakaran, all our Award Presenters and our Supporters from Enterprise 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 2019 are: 

Ms Clarina Seetho, a Senior Retail Manager from Estee Lauder Cosmetics Pte Ltd


Mr John Knaggs, a Senior Patient Care Pharmacist from Guardian Health & Beauty




Mr David Chew, an Assistant Customer Service Officer from City Developments Ltd (City Square Mall) 

CONGRATULATIONS to all our Service Superstar Finalists & Winner!

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

13 Nov PM Session 1 

14 Nov AM Session 2

14 Nov PM Session 3

Remember to LIKE our Facebook page for updates on our upcoming events!  

SRA EXSA 2019 Participating Companies

1          7-Eleven

2          Cold Storage Singapore (1983) Pte Ltd

3          GIANT

4          Guardian Health & Beauty

5          AJ2 Holdings Pte Ltd

6          Al-Futtaim Group - Aryan (SEA) Pte Ltd

7          Al-Futtaim Group - Baccarat International Pte Ltd (Marks and Spencer)

8          Al-Futtaim Group - Gagan Holdings Pte Ltd

9          Al-Futtaim Group - Montez Pte Ltd

10        Al-Futtaim Group - Prasan Pte Ltd

11        Al-Futtaim Group - Robinson & Co. (Singapore) Pte Ltd

12        Al-Futtaim Group - RSH Singapore Pte Ltd

13        Amorepacific Singapore Pte Ltd (Etude House)

14        Amorepacific Singapore Pte Ltd (Innisfree)

15        Amorepacific Singapore Pte Ltd (Mamonde)

16        Amorepacific Singapore Pte Ltd (Sulwhasoo)

17        Amorepacific Singapore Pte Ltd (Laneige)

18        APM Property Management Pte Ltd

19        Beauty One International Pte Ltd (Dorra Slimming Pte Ltd)

20        Beauty One International Pte Ltd (Jonsson Protein Healthy Hair Growth Pte Ltd)

21        Beauty One International Pte Ltd (London Weight Management (S) Pte Ltd)

22        Beauty One International Pte Ltd (New York Skin Solutions (S) Pte Ltd)

23        Beauty One International Pte Ltd (Shakura Pigmentation Beauty Pte Ltd)

24        Beauty One International Pte Ltd (Victoria Facelift Pte Ltd)

25        Beauty One International Pte Ltd (Yun Nam Hair Care (S) Pte Ltd)

26        Benjamin Barker Aust Pte Ltd

27        Bionn International Pte Ltd

28        BSH Home Appliances Pte Ltd

29        C. K. Tang Ltd

30        Caring Group Pte Ltd

31        Certis CISCO Auxiliary Police Force Pte Ltd

32        Certis CISCO Consulting Services Pte Ltd

33        Certis CISCO Protection Services Pte Ltd

34        Certis CISCO Security Pte Ltd - Group Human Resources

35        Certis CISCO Security Pte Ltd - Group Marketing and Communications

36        Certis CISCO Security Pte Ltd - Integrated Operations Centre

37        Certis CISCO Security Pte Ltd - People Advantage

38        Certis CISCO Security Pte Ltd - Quality Excellence Unit

39        Certis CISCO Security Pte Ltd - Safe Deposit Box

40        Certis Management Services Pte Ltd

41        Certis Technology (Singapore) Pte Ltd

42        Charles & Keith (Singapore) Pte Ltd

43        Pedro Group Pte Ltd

44        Cheers Holdings (2004) Pte Ltd

45        Chevron Singapore Pte Ltd

46        Chomel Pte Ltd

47        City Developments Ltd - City Square Mall

48        City Developments Ltd - Palais Renaissance

49        Club 21 Pte Ltd

50        Cortina Watch Pte Ltd

51        COURTS (Singapore) Pte Ltd

52        CYC Company Pte Ltd

53        Cycle & Carriage Automotive Pte Ltd

54        Cycle & Carriage France Pte Ltd

55        Cycle & Carriage Industries Pte Ltd

56        Cycle & Carriage Kia Pte Ltd

57        Decathlon Singapore Pte Ltd

58        Delta Air Lines, Inc.

59        ECCO Shoes Singapore

60        EM Services Pte Ltd

61        Estee Lauder Cosmetics Pte Ltd

62        Eu Yan Sang (Singapore) Pte Ltd

63        Family Dental Centre Pte Ltd

64        Far East Organization

65        Fitness First Singapore

66        Frasers Property Commercial Management Pte. Ltd. (51 Cuppage Road)

67        Frasers Property Commercial Management Pte. Ltd. (China Square Central)

68        Frasers Property Commercial Management Pte. Ltd. (Robertson Walk)

69        Frasers Property Retail Management Pte. Ltd. (Bedok Point)

70        Frasers Property Retail Management Pte. Ltd. (Causeway Point)

71        Frasers Property Retail Management Pte. Ltd. (Changi City Point)

72        Frasers Property Retail Management Pte. Ltd. (Eastpoint)

73        Frasers Property Retail Management Pte. Ltd. (Northpoint City)

74        Frasers Property Retail Management Pte. Ltd. (Waterway Point)

75        Fuji Xerox Singapore Pte Ltd

76        FWD Singapore Pte Ltd

77        Goldlion Enterprise (Singapore) Pte Ltd

78        House of Modern Creations Pte Ltd

79        IKANO Pte Ltd (IKEA Alexandra)

80        IKANO Pte Ltd (IKEA Tampines)

81        Jay Gee Enterprises (Pte) Ltd

82        Jay Gee Health (Pte) Ltd

83        Jean Yip Salon Pte Ltd

84        Johann Strings

85        Kemp Singapore Pte Ltd

86        Kiddy Palace Pte Ltd

87        Kinokuniya Book Stores of Singapore Pte. Ltd.

88        Klosh Pte Ltd

89        Lagardere Travel Retail Singapore Pte Ltd

90        Lendlease Retail Investments 1 Pte Ltd

91        L'Oreal Singapore Pte Ltd (ACD)

92        L'Oreal Singapore Pte Ltd (CPD)

93        L'Oreal Singapore Pte Ltd (KHL)

94        L'Oreal Singapore Pte Ltd (LAN)

95        L'Oreal Singapore Pte Ltd (SHU)

96        L'Oreal Singapore Pte Ltd (YSL)

97        Love Bonito

98        Luxasia Pte Ltd

99        M1 Limited

100       M1 Shop Pte Ltd

101       Metro (Private) Limited

102       Montreal Pte Ltd

103       Mothercare (S) Pte Ltd

104       NTUC Club

105       Nu Skin Enterprises Singapore Pte Ltd

106       On Cheong Co Pte Ltd

107       Orchard Turn Developments Pte Ltd

108       OSIM International Pte Ltd

109       PANDORA Jewelry Singapore Pte Ltd

110       Popular Book Co. (Pte) Ltd

111       Presto Drycleaners Pte Ltd

112       PVH Singapore Pte Ltd – Calvin Klein

113       QB Net International Pte Ltd (QB House)

114       Raffles Quay Asset Management Pte Ltd

115       Samsung Asia Pte Ltd

116       Seager Inc. Pte Ltd (The Planet Traveller)

117       Sembcorp Power Pte Ltd

118       SG Car Choice Pte Ltd

119       Shilla Travel Retail Pte Ltd

120       Simmons (SEA) Pte Ltd

121       Singapore Post Limited

122       Singapore Telecommunications Ltd

123       3 Mobile Telecom Pte Ltd (Singtel Exclusive Retailer)

124       G-Force Network Pte Ltd (Singtel Exclusive Retailer)

125       Rigel Telecom Pte Ltd (Singtel Exclusive Retailer)

126       Smiggle Singapore Pte Ltd

127       SP Group

128       StarHub Ltd

129       Stevetay Pte Ltd (Cash Converters)

130       Swarovski Singapore Trading Pte Ltd

131       Takashimaya Singapore Ltd

132       TK TrichoKare

133       Toys 'R' Us (Singapore) Pte Ltd

134       Triumph International (S) Pte Ltd

135       UA Sports (S.E.A.) Pte. Ltd.

136       Valiram Group (Luxury Ventures Pte Ltd)

137       VF Brands Pte Ltd

138       Warren Golf and Country Club

139       Watson's Personal Care Stores Pte Ltd

140       Wing Tai Retail Pte Ltd - G2000 Apparel (S) Pte Ltd

141       Wing Tai Retail Pte Ltd - Wing Tai Clothing Pte Ltd (Adidas brand)

142       Wing Tai Retail Pte Ltd - Wing Tai Clothing Pte Ltd (Boutique brands) - BCBG

143       Wing Tai Retail Pte Ltd - Wing Tai Clothing Pte Ltd (Boutique brands) - Karen Millen

144       Wing Tai Retail Pte Ltd - Wing Tai Clothing Pte Ltd (Boutique brands) - Warehouse

145       Wing Tai Retail Pte Ltd - Wing Tai Clothing Pte Ltd (Mass brands) - Dorothy Perkins

146       Wing Tai Retail Pte Ltd - Wing Tai Clothing Pte Ltd (Mass brands) - Topshop/Topman

147       Wing Tai Retail Pte Ltd - Wing Tai Fashion Apparel Pte Ltd (FOX brand)

148       Wing Tai Retail Pte Ltd - Wing Tai Fashion Apparel Pte Ltd (I.T brands)