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Singtel wins Singapore Retailers Association's Achievement in Customer Excellence (ACE) Platinum award

Singapore, 31 January 2017 - Singtel has won the Singapore Retailers Association’s Achievement in Customer Excellence (ACE) Platinum award, coming out tops in the telecommunications sector. ACE is Singapore’s first omni-channel award for the retail industry that covers brick and mortar stores, social media engagement, shopping websites, and more. It aims to set industry benchmarks for service delivery across sales platforms.

ACE performance evaluations are conducted via mystery shoppers, who are sent to retailers’ outlets and online stores to assess key service attributes including staff appearance, product presentation, email responsiveness and etiquette.

According to the judging panel, Singtel stood out from four other competitors for its elevated in-store service experience. Singtel achieved top placing for its proactive approaches to in-store greetings, professionalism and warmth in wrapping up transactions, complemented by in-store design and ambience.

Singtel was also lauded for its customer-centric innovations such as Book-a-Store-Appointment and Collect @ Store. Singtel’s Book-a-Store-Appointment allows customers to book their preferred appointment times with Singtel Shops via or My Singtel app. With the recently launched Collect @ Store, customers who purchase their devices on can now enjoy same-day pick up at any Singtel Shop.

Mr Yuen Kuan Moon, Chief Executive Officer, Consumer Singapore, Singtel, said, “We are pleased to earn industry recognition with SRA’s Platinum ACE award. In addition to our immersive in-store journey and excellent service, we also offer our digitally savvy customers convenient buying options, such as Collect @ Store. Singtel will continue to invest in integrating all channels to deliver a truly omni- channel solution that will provide our customers with an enhanced seamless online and offline shopping experience.”

Mr Anthony Gan, Executive Director, Singapore Retailers Association (SRA) said, “Retail service excellence must grow in tandem with today’s well-heeled and sophisticated customers, who will accept no less than good customer service. Singtel, as the leading telco in Singapore, has taken the lead to revolutionise and elevate customer experience in its commendable retail transformation efforts. Its drive towards service excellence has borne fruit with Singtel reaping the SRA Platinum ACE (SRA’s mystery shopping programme) across two straight cycles of SRA ACE Programme. SRA congratulates Singtel and is happy to partner Singtel in its journey to service excellence.”

Singtel has eight Singtel Shops and 58 Singtel Exclusive Retailers located across Singapore. In the digital space, Singtel offers online shopping via and innovative services such as Collect @ Store and Book-a-Store-Appointment so customers can shop and collect their purchases at their convenience.