To be the one of the world's best by 2015
The Singapore Tourism Board’s vision is to see Singapore ranked among the world’s best in service standards by 2015 with the main benchmarks and competitors being Hong Kong and, to some extent, Thailand.

That vision, said Sulian Tan-Wijaya, Director of Service Quality, Singapore Tourism Board, is why initiatives such as the Tourism Awards are important.

“The STB organised the Tourism Awards to encourage the tourism and tourism-related industry members to innovate and create unique Singapore experiences and distinctive service elements so as to ensure Singapore’s competitiveness and raise the standard of service in Singapore,” she said.

It is also why the majority of the award categories focus on customer service.

She quoted Minister, Prime Minister’s Office and Second Minister for Finance and Foreign Affairs, Mr Raymond Lim who, at the launch of the Go the Extra Mile for Service (GEMS) movement last year, said,  “The service industries are an important engine of growth and are generating the bulk of the new jobs, in retail, hotels, restaurants, transport and entertainment. Better service standards will lead to more tourists, faster growth, brighter business prospects for entrepreneurs, and more jobs for Singaporeans.”

“Service Quality also encompasses innovativeness and creativity in concepts and ability to provide customers with a ‘wow’ experience which will differentiate Singapore from other cities.  These are all key elements we wish to recognize in the industry to help Singapore attain the Tourism 2015 targets.”

STB is one of the government agencies roped in to support Minister Raymond Lim who will spearhead the GEMS movement to raise service levels and develop a service culture in Singapore.

Four workgroups namely, Service Leadership, Service Capabilities, Service Mindset and SMEs comprising stakeholders from the private sector, union and relevant government agencies have been formed to develop initiatives and ideas to raise the level of service in Singapore and its competitive advantage.

Sulian said STB planned to adopt a multi-pronged approach to help service providers to level up and improve service standards in Singapore. Through seminars, workshops and a monthly e-newsletter for the industry, the STB hopes to heighten awareness of the importance of service excellence.

“Through our involvement in the Service Leadership Workgroup of the GEMS movement, STB launched a series of Service Leadership Talks in November 2005. It draws on the experience of Singapore-based and well-known ‘icons’ of service excellence and is organised free of charge for industry partners,” she said.

The seminars are aimed at inspiring employers and managers of service-oriented companies to make service excellence an integral part of their business.

The STB will also launch a National Quality Scheme to promote retailers, F&B outlets, nightspots and spas which meet certain minimum service standards.

Sulian said that in addition to the recently-completed Retail Leadership Perception Survey to identify gaps in service quality in the retail industry, STB will also conduct surveys on the factors which motivate Singaporeans to shop overseas, as well as a survey of tourists on their perceptions of Singapore’s service standards.

“The survey findings will help identify gaps in service which STB will work with industry members to address.”

According to Sulian, “the key challenge that Singapore faces currently is the inconsistency in the delivery of service, which can range from excellent to below par”.

“The Retail Leadership Perception Survey commissioned by STB found that there was a mismatch between the service levels and service initiatives of retailers and customers’ experience and expectations. These findings will be shared with retail partners in a seminar to be held in April,” she said.

To ensure programmes are working and are measurable, and as part of the National Quality Scheme, STB will be conducting Mystery Shopping at several hundred tourism outlets.

“The findings will help shed some light on the service levels of the tourism industries at a sector and individual levels, in retail, F&B, nightspots and spas,” said Sulian.