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.

EXSA 2019 nominations are now closed. 

This year, SRA will be recognising a record number of 4,513 EXSA award recipients that have been nominated by their respective companies  for the Excellent Service Award (EXSA) 2019. Once again, we would like to thank all participating companies for the fervent support!

An awards presentation ceremony to commend and recognise all these EXSA award recipients – 841 Star, 1371 Gold and 2301 Silver - will be held over 2 days on 13 & 14 November 2019.  

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.

To find out more about SRA EXSA Nominations for the year 2020, please contact Ms Elise Lee 

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

Excellent Service Award (EXSA) 2018 Presentation Ceremony

The annual SRA Excellent Service Award 2018 (EXSA) Presentation Ceremony 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 recognised a record number of 695 Star Award winners1,209 Gold and 2,059 Silver Award winners from 126 companies, who have delivered quality service. The national Award is conferred at the following levels: Silver Award, Gold Award, Star and SuperStar Award. We congratulate these exemplars who tirelessly dedicate themselves to deliver exceptional customer service. 

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

 SRA Service SuperStar Finalist received a special token and shopping voucher (sponsored by Takashimaya Singapore Ltd) from Mr Zaqy Mohamad.

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

Truly a job well done to all our winners!

On behalf of the SRA, we would like to convey our gratitude to MOS Mr Zaqy, SRA President Mr Dhinakaran, all our 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 2018 are: 


Ms Tan Yin Yin, a Principal Pharmacist from Guardian Health & Beauty


Mr Sim Yee Chieh, an ION Officer from Orchard Turn Developments Pte Ltd




Ms Chung Wing Lam, a Principal Clinical Pharmacist from Watson’s Personal Care Stores Pte Ltd



CONGRATULATIONS to all our Service Superstar Finalists & Winner!


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

21st Nov PM Session 1

22nd Nov AM Session 2

22nd Nov PM Session 3

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Kindly find the Opening Address and Welcome Address included in the attachments below given by Mr Zaqy Mohamad, Minister of State, Ministry of National Development & Ministry of Manpower & Mr. R Dhinakaran, President, Singapore Retailers Association, respectively.