Good service mark for Singapore Business by STB

Businesses which provide outstanding service will now get a special mark of accreditation from the Singapore Tourism Board (STB).

The Singapore Service Star was launched by Trade and Industry Minister Lim Hng Kiang on Thursday. The scheme rewards businesses with good service, in order to inspire the industry towards service excellence.

Mr Lim said Singapore now ranks 10th out of 134 countries in the Global Competitiveness Index's "Degree of Customer Orientation", which measures a company's responsiveness to customers' needs.

This is an improvement from the 17th position three years ago.

A Singapore Service Star decal will be given to nightspots, F&B joints and retail outlets that have achieved better-than-average scores in mystery shopping assessments.

Surveys conducted by the Tourism Board showed that 90 per cent of tourists feel confident in patronising stores recognised by a quality scheme. Service quality is also ranked as a key factor in gauging customer satisfaction.

Neeta Lachmandas, director, Service Quality Division, STB, said: "It's very, very important for businesses to remember that service quality is really linked to a business' bottomline. Service quality can be the differentiator and it can breed a very loyal set of customers as well."

Currently, more than 300 establishments have joined the scheme – a number which the Tourism Board hopes will grow to 2,500 by end-2013.

Members under the scheme include Larry Jewelry, Haagen Dazs, Marks & Spencer and 211 Roof Terrace Cafe.

STB will provide updated information on customers' expectations and perceptions, based on regular surveys and mystery shopping results, to help Singapore grow as a premier tourist destination.