ABOUT EXSA

Launched in 1994, the Excellent Service Award or EXSA is a national award that recognises individuals who have delivered quality service. It seeks to develop service models for staff to emulate and to create service champions. Organisations with EXSA staff are committed to achieving service excellence. They seek to deliver superior service through service champions in their organisations.

Award Objectives

  • Inspire service staff to scale new heights
  • Identify service role models
  • Encourage service champions
  • Recognise the efforts of service staff

Award Categories

The Excellent Service Award is conferred at three levels:

  • Silver Award
  • Gold Award
  • Star Award

Companies may nominate both front- and back-end employees for any of the three categories ­­- Silver, Gold and Star Award.

Eligibility Criteria

The Excellent Service Award is open to all individuals from all levels in the organisation.

Nominees must meet the following criteria.

EXSA 2025 qualifying period is from 1 Apr 2024 to 31 Mar 2025. 

All EXSA recipients will receive a certificate of recognition and an exclusive Excellent Service Award badge. Additionally, they will receive an invitation to the annual physical or virtual 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.

Characteristics of EXSA Nominees

  • Prompt and proactive in anticipating and attending to customer needs
    Going beyond the call of duty to exceed customer expectations, championing and role modelling excellent service
  • Accurate, consistent and seamless in service delivery
    Ensures good and consistent service at all moments and touch points, stepping in to help out team members without being asked
  • Knowledgeable and helpful in communicating service offerings
    Uses skills and knowledge to advise customers and add value to addressing customer needs, rather than merely pushing products
  • Empathetic, flexible and uses good judgement to understand and respond to different needs
    Demonstrates emotional quotient (EQ) in assessing different situations so as to create positive experiences
  • Effective and reflective in the handling of feedback and resolution of difficult situations
    Exercises agility in providing service recovery, turning adverse experiences into positive ones, and customer feedback into opportunities to delight, learn and develop best practices into opportunities

Nomination Process for EXSA Retail 2025 

Nominations for SRA Excellent Service Award (EXSA) 2025 is now open until 31 May 2025!

Take this opportunity to honour your employees for delivering exceptional service excellence in their work. All EXSA recipients will receive a certificate of recognition and an Excellent Service Award badge. A framed EXSA certificate will also be presented to companies in recognition of their remarkable efforts in elevating the service excellence in their organisation, and with recognition at the annual EXSA presentation ceremony.

  • 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 all levels.
  • There is no limit to the number of nominees by an organisation provided the nominees meet the relevant criteria of the award category that they are nominated for and within the qualifying period from 1 April 2024 to 31 March 2025.

Compulsory EXSA Development Modules (and Workshop for Star Nominees) with Revamped Curriculum (Jul to Sep 2025)

Adding on to the 2024 Curriculum, the 2025 EXSA Curriculum will include content that has been jointly curated with Singapore Airlines Academy (SIAA). SIA, the world’s most-awarded airline, has a heritage of service excellence spanning over 70 years. As part of SRA’s commitment to uplift the industry’s service standards, we have incorporated SIA’s service blueprint into the revamped curriculum.

All qualified nominees for the Silver, Gold and Star awards are required to complete the EXSA Development Modules (and Workshop, if applicable) which serves as an excellent platform for nominees to enhance their service skills as they interact and role-play. Completion of the EXSA Development Modules (and Workshop, if applicable) is COMPULSORY to qualify for the awards. The Modules and Workshop are available in both English and Mandarin.

Silver and Gold Award Category Nominees

To accommodate your Company’s manpower needs, this year’s EXSA 2025 Development Modules will be delivered via asynchronous learning; ie. a web-based app. Details of the asynchronous learning as well as the web link will be sent to the Company upon confirmation of nomination.

The fee for EXSA Development Module for Silver and Gold award nominees are as follows:

  • $70.00 per nominee (SRA Member)
  • $90.00 per nominee (Non-SRA Member)

Fees are subject to 9% GST.

Star Award Category Nominees

Star award nominees are required to attend mandatory face-to-face training (4 hours) on top of the asynchronous learning.

The fee for EXSA Development Workshop for Star award nominees is $240.00 per nominee.*
* Star Nominees of SRA Members are eligible for 90% funding on workshop fee.
* Number of Star Nominees eligible for funding is capped at ~ 20% of your Company’s total number of nominations.

Fees are subject to 9% GST.

Submission of EXSA 2025 Nominations

Your Company may submit your nominations by downloading and completing the EXSA Nomination Form by 31 May 2025.

Please email the completed nomination form to shaan.liew@sra.org.sg and/or michele.ng@sra.org.sg.

SRA EXSA Compliments Form 

To encourage your customers to leave compliments for your retail staff so that they can in turn be nominated for the SRA Excellent Service (Retail) Award, we have developed a QR Code for customers to scan and leave their compliments for good service received in your store.  Refer to SRA EXSA Compliments Form – Step-by-Step Instructions and SRA EXSA Compliments Form – QR Template  to set up your QR code today.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Stats of EXSA recipients (2016 to 2024)

Year 2016 2017 2018 2019 2020 2021 2022 2023 2024
Silver Award 1,699 1,820 2,059 2,301 1,970 2,402 2,023 2,496 2,120
Gold Award 856 1,070 1,209 1,371 1,094 1,291 1,365 1,698 1,257
Star Award 440 517 695 841 675 905 829 999 922
Total no. of EXSA Recipients 2,995 3,407 3,963 4,513 3,739 4,598 4,217 5,193 4,299
No. of EXSA Participating Companies 97 121 132 148 121 130 130 139 140