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Award Categories

The Excellent Service Award is conferred at three levels:

• Silver Award
• Gold Award
• Star Award

Who Can Be Nominated?

• The Excellent Service Award is open to all individuals from all levels in the organisation. You may nominate both front-and back-end employees for any of the three categories ­­- Silver, Gold and Star Award.
• 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 2025 to 31 March 2026.

Eligibility Criteria

Nominees must meet the following criteria.

EXSA 2026 qualifying period is from 1 Apr 2025 to 31 Mar 2026. 

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

Recognition for Awardees and Companies

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 EXSA Ceremony in celebration of their merits. 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.

Beyond Recognition: Develop Your Team

Compulsory EXSA Development Modules (Jul to Sep 2026)

All nominees are required to complete the EXSA Development Modules to qualify for the awards. Modules are available in English and Mandarin.

Following the successful EXSA 2025 curriculum co-curated with Singapore Airlines Academy (SIAA), EXSA 2026 will feature refreshed workshop content developed in collaboration with Raffles Hotel Singapore, to bring fresh perspectives and practical insights into service excellence.

To accommodate your Company’s manpower needs, EXSA Development Modules will be delivered via asynchronous learning. Details and access of the asynchronous learning will be sent to the Company upon confirmation of nomination.

Training Options and Fees (subject to 9% GST)

The Asynchronous Learning fee for EXSA Development Module (for Silver, Gold and Star award nominees) is as follows:

• $70.00 per nominee (SRA Member)

• $90.00 per nominee (Non-SRA Member)

Nominees who prefer to attend face-to-face training (4 hours) may opt to do so. Nominees who attend face-to-face training are not required to complete the asynchronous module.

The fee for face-to-face training is as follows:

• $90.00 per nominee (SRA Member)

• $110.00 per nominee (Non-SRA Member)

Submission of EXSA Nominations

To submit your nominations, please download and complete the SRA EXSA 2026 Nomination Form and email it to ziying.cho@sra.org.sg and michele.ng@sra.org.sg by 17 May 2026.

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 2025)