A huge thank you to all 5,193 Excellent Service Award (Retail) award recipients and 139 employers who joined us at the SRA Excellent Service Award (Retail) 2023 Presentation Ceremony held on 8 & 9 Nov 2023 at D’Marquee Downtown East!

76-year old Ms. Mary Tan Geok Eng, Retail Executive at Guardian Health & Beauty was crowned SRA EXSA Service Superstar 2023 at the SRA EXSA (Retail) Excellent Service Award Presentation Ceremony. Three other EXSA (Retail) Service Superstar finalists vying for the crown were –
* Ms. Hazrena Hussein, Concierge , Capitaland Investment Limited (Raffles City Shopping Centre)
* Ms. Laureta Maricris Casicas (Macky), Field Consultant, 7-Eleven Singapore and
* Ms. Lisa Turaiah Braun, Senior Retail Supervisor, Lagardère Travel Retail Singapore Pte Ltd.

Guest-of-Honour, Ms. Jeannie Lim, Assistant Chief Executive Officer, Lifestyle & Consumer, Enterprise Singapore presented the EXSA Service Superstar Winner & Finalists their prizes, and applauded the 139 supportive companies who believe in service excellence and have not only embraced change but leading it by supporting their employees in SRA’s EXSA Programme. Jeannie shared in her speech that in today’s ever-changing retail landscape, we have witnessed a paradigm shift propelled by technological advancements, transforming how we engage with customers. eCommerce has fueled the need for an omnichannel retail experience, blurring the lines between physical and digital retail. The seamless integration of online and offline channels is now more critical than ever, demanding a customer-centric approach to meet evolving preferences and expectations. The bedrock of exceptional service lies in understanding these emerging trends. It’s about personalisation, where data-driven insights enable tailored experiences. It’s also about convenience and speed, embracing innovations such as contactless payments, in store pickup, and efficient logistics to elevate the shopping experience. Yet, despite these technological advancements, the heart of retail remains – the human connection. The ability to empathise, understand and anticipate customers’ needs, and to foster genuine connections that resonate beyond a mere transaction. She commended that today’s presentation ceremony celebrates not just the winners but also the spirit of the entire retail community , and encouraged all 5,193 EXSA Winners from 139 companies to continue to champion service excellence and set new benchmarks for the retail industry.

SRA President, Mr Ernie Koh stressed the importance of the human touch which remains an integral part of the shopping experience and that the dedication and commitment of the every employee are the driving force that help businesses thrive in an era of constant change. He also urged that while employees play a crucial role in delighting customers, companies must reciprocate by delighting their employees and to create a work environment that values, supports, and motivates its staff which is fundamental to sustaining a culture of exceptional service.

SRA Councillors were in full force to recognise & award the EXSA Winners on 8 & 9 Nov 2023 –
Mrs Wong Sioe Hong (Executive Chairman, Metro (Private) Ltd), Mrs Helen Khoo (Special Advisor to Chairman’s Office, Wing Tai Holdings Limited), Mr Lester Quah (Advisor, Cold Storage (1983) Pte Ltd – DFI Retail Group Singapore), Ms Serene Seow (Managing Director, 7-Eleven Singapore) , Mr Lionel Chng (Managing Director, Customer Success, CEO Group Consumer Singapore, Singapore Telecommunications Ltd), Ms Vivien Lim (General Manager, BHG (Singapore) Pte Ltd) , Mr Jason Lee (Chief Executive Officer, La Parfumerie Pte Ltd), Ms Rachel Cheng (Managing Director, Eu Yan Sang Singapore Pte Ltd), Mr Jeremy Taylor (Managing Director, Stevetay Pte Ltd – Cash Converters), Mr Chua Boon Keat, Head of Channels (Hypermarket, Finest & Cheers), FairPrice Group.

Retail leaders from 139 companies ranging from Managing Directors to Chief Executive Officers and HR Directors were also present at the presentation ceremony to support & acknowledge the excellent service delivered by their employees. An act which will certainly go a long way to further motivating & inspiring these individuals.

The SRA EXSA (Retail) Awards serve as a tribute to all outstanding retail service employees , recognising the exceptional service provided by
all our passionate & committed EXSA Awards recipients as well as the employers who offer invaluable support and encouragement to ensure customer satisfaction.

This year’s SRA EXSA (Retail ) Awards 2023 boast 5,193 EXSA winners with 999 Star award recipients; 1,698 Gold award recipients , and 2,496 Silver award recipients – an increase of 23.4% over last year. 290 online and in-person Service Excellence workshops were conducted over 900 training hours to enhance the service skills of our EXSA (Retail) winners and encourage the uplift of service standards in retail.

Witness the fun, joy & camaraderie captured at the SRA EXSA (Retail) 2023 Presentation Ceremony, and hear the thoughts and perspectives of our industry leaders and EXSA (Retail) 2023 Finalists.  Keep a lookout for more ceremony updates and photos on our social media!

Find out how you can nominate your employees for SRA EXSA (Retail) Nominations 2024.

Contact us for Nomination Forms, QR Code for SRA EXSA Compliments Form or enquiries:

Ms Elise Lee at M: 9768 6981 | E: elise@sra.org.sg or Ms Michele Ng at M: 9186 7938 | E: michele.ng@sra.org.sg


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. 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.

EXSA 2024 qualifying period is from 1 Apr 2023 to 31 Mar 2024. 

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 2023  

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 2023)

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


EXSA Workshops (Online and Classroom-based) 

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 between August to October every year.

EXSA Development Workshop fee is S$70.00 per nominee for SRA members and S$90.00 per nominee for non-SRA members, excluding 8% GST.

All EXSA nomination details and EXSA award ceremony photos will be posted on SRA’s social media. Watch EXSA 2022 video to hear from our EXSA (Retail) SuperStar Service Award Top 4 Finalists and their company leaders and be inspired by their dedication to deliver outstanding service!

EXSA 2022 Award Presentation Ceremony

SRA honoured 4,217 retail workers from 130 companies for their exemplary quality customer service. The awards celebrate the outstanding service delivered by all EXSA award recipients – the passionate and hard-working retail service staff and the strong support and encouragement given by employers to delight customers.

At the 9 Nov 2022 ceremony, Guest of Honour, Mr Desmond Tan, Minister of State, Prime Minister’s Office and Deputy Secretary-General of the National Trades Union Congress (NTUC) presented the SRA EXSA (Retail) 2022 to the Superstar Service Award Finalists and Winner.

Mr Wong Siew Mung, Senior TCM Consultant and Retail Supervisor at Eu Yan Sang (Singapore) Pte Ltd emerged as the winner out of the 35 individuals vying for the coveted award. The other 3 finalists are Ms Lee Valda, Operations Manager at BSH Home Appliances Pte Ltd, Ms Nurul Dalila Binte Latiff, Senior Concierge at Raffles Quay Asset Management Pte Ltd and Ms Ayu Izzatti Binte Jamaluddin, Senior Origins Guide at Estée Lauder Cosmetics Pte Ltd.

Our heartiest congratulations once again to all 4,217 EXSA 2022 award recipients and 130 organisations. A big thank you to the HR and L&D departments for your efforts in nominating your employees and SRA trainers for delivering a total of 220 EXSA 2022 workshops!

Shout out to Downtown East for being our venue partner and providing discount vouchers for all EXSA attendees.

All award ceremony photos have been uploaded on SRA’s social media. Watch EXSA 2022 video to hear from our EXSA (Retail) SuperStar Service Award Top 4 Finalists and their company leaders and be inspired by their dedication to deliver outstanding service!

EXSA 2021 Hybrid Award Presentation Ceremony

The Excellent Service Award (EXSA) 2021 Hybrid Award Presentation Ceremony ended on a high note on Tuesday, 16 November 2021! It was a day of celebration as we unveiled the winner of the EXSA (Retail) 2021 Service SuperStar Award. Ms Tan Chye Sin (Wendy), Concierge at Orchard Turn Developments Pte Ltd emerged as the ultimate winner out of the 35 individuals vying for the coveted award. The other 2 finalists are Ms Lee Rolin (Iser), Senior Counter Manager at Estée Lauder Cosmetics Pte Ltd (Brand: Clinique) and Mr Colin Tang Wei Qiang, Senior Pharmacist at Watson’s Personal Care Stores Pte Ltd.

Our heartiest congratulations once again to the 4,598 retail workers from 130 companies for their dedication and outstanding customer service.

Click here to view our EXSA 2021 video where SRA EXSA 2021 Top 3 Service Superstar award finalists and their employers share their views on the future of Retail in Singapore.

Past EXSA Superstar Winners (from 2017 to 2020)

In recognition of our SRA EXSA Past Years’ Service SuperStar 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

Missed our EXSA 2021 live ceremony? Watch the recording here!


4,598 retail staff are awarded EXSA 2021 award across 3 categories. We have a total of 2,402 Silver, 1291 Gold and 905 Star award winners. 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.

SRA Service SuperStar is the epitome of the retail industry, where retailers nominate and pitch their best of Star EXSA Award winners from the Excellent Service Award (EXSA).

SRA EXSA 2021 Service SuperStar Top 10 Finalists

7-Eleven Mr Ng Beng Yong Jeffrey, Franchisee
BSH Home Appliances Pte Ltd Ms Daisy Ng Hui Peng, Senior Experience Centre Executive
Certis Land Security Mr Muhammad Hafizuddin Bin Mohamed Happy, Senior Manager
City Developments Limited                 (City Square Mall) Ms Sarah Dula Jimenez, Senior Customer Service Assistant
Cold Storage Singapore (1983) Pte Ltd Ms Yong Lee Choo, Checkout Supervisor
EM Services Pte Ltd (Town Council) Mr Tang Teck Yu, Assistant Property Manager
Estée Lauder Cosmetics Pte Ltd      (Brand: Clinique) Ms Lee Rolin (Iser), Senior Counter Manager
Guardian Health & Beauty Ms Ng Siow Tian, Pharmacy Cluster Manager
Orchard Turn Developments Pte Ltd (ION Orchard) Ms Tan Chye Sin, Concierge
Watsons Personal Care Stores Pte Ltd Mr Colin Tang Wei Qiang, Senior Pharmacist
EXSA 2020 Hybrid Award Presentation Ceremony

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