SAVE THE DATE! Tue 16 Nov 2021, 10am to 11.30am

Stay tuned to our website and social media platforms for further updates on EXSA 2021 presentation ceremony which will be on Facebook LIVE!

We are delighted to announce that SRA has received a total of 4,824 nominations this year. 130 companies have nominated their service champions for SRA EXSA 2021, the service staff who have consistently delivered excellent service to customers and deserve all the recognition ! We would like to say a HUGE THANK YOU to all companies who made efforts to identify and submit nominations for your well-deserving employees. We truly appreciate the way you’ve supported the EXSA Awards. All qualified nominees for the Silver, Gold and Star awards will attend the mandatory EXSA 2021 workshops (online) in Sep and Oct 2021. A Superstar Award recipient will also emerge from amongst the Superstar nominees received this period. Who will be our Superstar 2021 recipient? Stay tuned!

For more details about EXSA 2021, please contact Ms Elise Lee at M: 9768 6981 | E:


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. EXSA is managed by six industry lead bodies (the Association of Singapore Attractions, the Land Transport Authority, the Restaurant Association of Singapore, the Singapore Hotel Association, the Singapore Retailers Association, the Association of Banks in Singapore) and supported by Enterprise Singapore. 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. The nomination may be made across two different levels, namely Managerial/Supervisory/Executive or Non-Managerial/Non-Supervisory/Non-Executive.

Eligibility Criteria

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

Nominees must meet the following criteria:

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

Past EXSA Superstar Winners (from 2017 to 2020)

In recognition of our SRA EXSA Past Years’ SuperStar Service Award Winners and SRA EXSA 2020 SuperStar Service Award Finalists’ outstanding service efforts, we have invited them to share their sentiments on Service Excellence. Let’s hear what they have to say!

SRA Excellent Service Award (EXSA) 2020 Video


Stats of EXSA recipients (2016 to 2021)

Year 2016 2017 2018 2019 2020 2021*
Silver Award 1,699 1,820 2,059 2,301 1,970 2,575
Gold Award 856 1,070 1,209 1,371 1,094 1,331
Star Award 440 517 695 841 675 918
Total no. of EXSA Recipients 2,995 3,407 3,963 4,513 3,739 4,824
No. of EXSA Participating Companies 97 121 132 148 121 130


*Total no. of EXSA Nominations received in 2021

EXSA Workshops

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. EXSA workshops provide nominees an understanding of how service excellence has been redefined in today’s context, so as to better enable them to build customer loyalty and forge relationships with their customers.

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 August to October 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.

SRA EXSA 2020 Participating Companies

SRA held a hybrid presentation ceremony on 16 Dec 2020 which was live streamed on Facebook LIVE to acknowledge and celebrate the achievements of all our 3,739 retail service employees from 121 companies who exhibited excellent customer service in the preceding year. The occasion also revealed the 3 SRA EXSA Superstar Service Award Finalists – Mr Seah Cheng Huat of Cold Storage Singapore, Mr Tan Qing En Benson of Royal Sporting House and Mr Lee Weng Chee of Watson’s Personal Care Stores Pte Ltd. And Mr Tan Qing En Benson emerged this year’s Winner where he received the coveted trophy from Mr R Dhinakaran, President, SRA.

Click on the link here to watch our LIVE ceremony ! : SRA Excellent Service Award (EXSA) 2020 Virtual Presentation Ceremony