Excellent Service Award.
Honouring individuals who bring service to life — creating memorable customer experiences and inspiring excellence across Singapore's retail sector.
“Celebrating the individuals who make service excellence a daily standard.”
Launched in 1994, the Singapore Retailers Association's Excellent Service Award (EXSA) is a nationwide programme that honours individuals who deliver exceptional customer service in the retail sector. The qualifying period for EXSA 2026 is 1 April 2025 to 31 March 2026.
There is no limit to the number of nominees per organisation, provided nominees meet the relevant criteria for their category.
Why Nominate Your Team?
- Recognise the efforts of service staff and retain high-performing employees
- Identify service role models within your organisation
- Strengthen service culture and team morale
- Gain national recognition for your organisation
- Feature your brand and awardees on SRA's EXSA social media platforms
Silver
Recognises individuals who consistently deliver good service and meet the expected standards of their role.
Gold
Awarded to those who go beyond expectations and serve as role models for service excellence within their teams.
Star
The highest tier — for individuals who exemplify outstanding service and champion a culture of excellence across the organisation.
Awards Criteria
EXSA Awards Criteria
EXSA is open to all individuals from all levels in the organisation. Nominees must meet the following criteria:
Silver
- At least 1 year of service with nominating organisation
- Attended at least 1 Structured Service Delivery or Service Excellence programme ¹
- Received at least 2 compliments during the qualifying period ²
Gold
- At least 1 year of service with nominating organisation
- Attended at least 1 Structured Service Delivery or Service Excellence programme ¹
- Received at least 3 compliments during the qualifying period ²
- Received at least 1 service-related award during the qualifying period ³
Star
- At least 1 year of service with nominating organisation
- Attended at least 1 Structured Service Delivery or Service Excellence programme ¹
- Received at least 5 compliments during the qualifying period ²
- Received at least 2 service-related awards in the last 3 years ³
- Made suggestions that contribute to improvements in service during the qualifying period ⁴
- 1Attended at least 1 internal or external Service Skills Upgrading training (at least 3.5 hours) during the qualifying period
- 2Customer compliments – includes compliments from both internal and external customers
- 3Recognition – includes both internal and external service-related award conferred
- 4Nominees would need to indicate the suggestions they have made as this demonstrates that they have service improvement mindset
- 01
Prompt and proactive
Goes beyond the call of duty to exceed customer expectations, championing and role modelling excellent service.
- 02
Accurate and seamless
Ensures good and consistent service at all moments and touch points, stepping in to help out team members without being asked.
- 03
Knowledgeable and helpful
Uses skills and knowledge to advise customers and add value to addressing customer needs, rather than merely pushing products.
- 04
Empathetic and flexible
Demonstrates emotional intelligence in assessing different situations so as to create positive experiences.
- 05
Effective in service recovery
Exercises agility in turning adverse experiences into positive ones, and customer feedback into opportunities to learn and develop best practices.
EXSA is more than recognition — it's a platform to elevate your team.
Developed in collaboration with Raffles Hotel Singapore, the 2026 modules offer fresh perspectives on service excellence. Available in English and Mandarin via asynchronous learning.
- Enhance service mindset and skills
- Equip nominees with practical, real-world techniques
- Leverage AI-powered role-play scenarios for immersive learning
Training Options & Fees (subject to 9% GST)
Asynchronous Learning
Self-paced online module. Completion alone is sufficient for all Silver, Gold and Star nominees.
Face-to-Face (4 hours)
Optional in-person class. Nominees who attend are not required to complete the async module.
No funding support is available for EXSA 2026 workshops.
Timeline
EXSA Nomination Process
- 01
Apr – May
Submit Nominations
- Companies submit nomination documents to SRA
- SRA evaluates all nominations
- 02
Jun
Nominees Confirmed
- Companies receive list of qualified nominees
- Access to asynchronous learning provided
- Workshop schedule issued (for nominees opting for the physical workshop)
- 03
Jul – Sep
Development Workshop
- ALL EXSA nominees must complete the EXSA Development workshop via asynchronous learning or physical workshop to qualify for the award
- 04
Aug – Sep
Service SuperStar Award
- Companies submit nominations for the EXSA 2026 Service SuperStar Award
- Judging of Service SuperStar Award finalists
- 05
14 & 15 Oct
Presentation Ceremony
- Recognition of all EXSA awardees
- Announcement of Service SuperStar Award finalists and winner
Nominations for EXSA 2026 have closed. Companies keen to nominate may contact us directly at ziying.cho@sra.org.sg or michele.ng@sra.org.sg.
Encourage customers to leave compliments for your retail staff via QR code — helping you build nominations from the ground up.
| Year | Silver | Gold | Star | Total | Companies |
|---|---|---|---|---|---|
| 2025 | 2,220 | 1,502 | 743 | 4,465 | 135 |
| 2024 | 2,120 | 1,257 | 922 | 4,299 | 140 |
| 2023 | 2,496 | 1,698 | 999 | 5,193 | 139 |
| 2022 | 2,023 | 1,365 | 829 | 4,217 | 130 |
| 2021 | 2,402 | 1,291 | 905 | 4,598 | 130 |