FREQUENTLY ASKED QUESTIONS
Classification of questions:
- Background of the Singapore Service Star
- Privileges of the Singapore Service Star
- Membership Application
- Membership Fees
- Assessment Process
- Application Results
- Membership Renewal and Termination
- Contact Details
Background of the Singapore Service Star
1. What is the Singapore Service Star?
The Singapore Service Star is not only a badge of honour or credibility that recognises and promotes businesses with commitment to service excellence. It is a scheme that aims to develop a solid and thriving service sector within the country through the provision and sharing of resources, knowledge, experiences and learning opportunities.
2. What are the objectives of the Singapore Service Star?
Besides differentiating businesses that have a reputation of providing good service and exhibiting sound practices, the Singapore Service Star aims to equip and empower members with adequate resources and knowledge to strengthen their service capabilities while providing an opportunistic platform for industry collaborations. Through fostering a community for learning and sharing, it hopes to develop a solid and thriving service sector within the country; ultimately boosting competitiveness in the international arena.
This scheme was also designed to improve consumer confidence and ensure visitors enjoy consistent quality service as part of their unique experience in Singapore.
3. Why is there a need for the Singapore Service Star?
Today's consumers are more sophisticated and well-travelled, demanding increasingly higher standards of service in the process. To remain competitive, businesses must focus on achieving consistent service excellence. Research findings have established that quality service is a key driver of consumers' repeat visits and higher propensity to spend. Therefore, it is of vital importance for businesses to achieve service excellence, so as to retain customers, attract new patrons and increase revenue.
We believe the Singapore Service Star is the scheme that will help businesses achieve service excellence which will ultimately lead to greater consumer spending, benefiting both industry players and Singapore as a tourist destination.
4. How is ‘Good Service’ defined?
Good service is more than just being prompt to serve. To achieve a holistic measurement of good service, 8 key components customer experience are identified:
• Customer Reception
• Customer On-Board
• Customer Management
• Customer Experience
• Customer Departure
• Customer Service Attitude
• Staff Appearance
• Store’s physical condition
Privileges of the Singapore Service Star
5. What are the privileges of joining the Singapore Service Star?
5.1. Community engagement with service industry experts.
Breakfast Talks
Facilitated by renowned international and local speakers on current topics that are of interest to C-levels.
Subsidised Overseas Study Trips
Learn from overseas business establishments reputed for their service excellence.
Top Performers Showcase
Feature stories on the service industry’s top performers through publication, editorials and/or Singapore Service Star website.
5.2. Access to a platform for collaborative partnerships.
Ideation Sessions
Opportunities to partake in sharing and networking sessions where participants are encouraged to seed and implement new ideas and concepts for possible prototyping that will benefit the group as first-movers before scaling to the industry.
5.3. Access to resources for enabling service excellence.
Mystery Shopping Programme
Find out how the service standards at your establishment stack up against your competitors and the industry and identify areas for improvement. Include two questions of your own in the Mystery Shopping survey and elicit a report customised to your business needs.
Consumer Insights
Receive first-hand information of your customers’ needs and expectations through participation in consumer research studies and/or get to know their lifestyles and purchasing patterns through dedicated survey reports.
Service Seminars
Engaging and interactive half-day seminars geared towards imparting soft skills to different levels of your service staff.
Training Workshops
Classes designed to train your middle management employees on service strategies and/or processes development.
E-Learning Portal
A key feature on the Singapore Service Star website, this portal hosts a suite of educational modules on service improvement and nuggets of industry service trends and updates that one can have 24/7 access to learn at his/her own pace
6. Who can apply for the scheme?
The Singapore Service Star welcomes businesses from the Retail, Food & Beverage and Nightspot industries. The scheme may be extended to other businesses in the future.
7. How can one join the Singapore Service Star?
Singapore Service Star is a membership-based scheme whereby mystery shopping is its main assessment tool. To become a member, businesses from the Retail, Food & Beverage (F&B) and Nightspot industries must possess the following pre-requisites and meet the membership criteria.
PRE-REQUISITES:
1. Has been in operation for at least a year
2. Has at least one business outlet (with a storefront)
3. Registered with ACRA and hold all the valid permits and licenses required in connection with the conduct of business
MEMBERSHIP CRITERIA:
1. Pass the Mystery Shopping by scoring above the service mark of 70 or the service segment average, whichever is higher
2. Undertake and comply with the scheme's Code of Practice and Trade Requirements (where applicable)
3. No history of warning letters from STB and/or past records in STB's Listing of Errant Retailers for the past 2 years from date of application and during membership period
4. No history of entering into Voluntary Compliance Agreement/ Injunction with STB/CASE
8. What is the service segment average?
The service segment industry average is demonstrated in the table below:
| Service Segment | Retail | F&B | Nightspot |
|---|---|---|---|
| Premium | 92 | 92 | 87 |
| Regular | 85 | 87 | 85 |
| Mass | N.A. | 87 | N.A. |
Applicants/members will be assessed based on the previous year's service segment average which is updated yearly on the Singapore Service Star website.
Applications to become a member of the scheme by chain or franchise businesses should be submitted by the head office or the franchisor instead of the individual or franchisee outlets. Outlets will be randomly assessed via mystery shopping. The membership will be given to all outlets of the chain or franchise business of the applicant once the business meets the membership criteria.
For a business with chain stores, the business will be given a membership certificate and the Singapore Service Star decal will be given to all outlets of the chain or franchise business of the member.
10. Does the scheme apply to businesses with a number of different brands under its arm?
Singapore Service Star accredits each establishment by brand. Application and membership fees apply to each brand and not by its group. Hence, for organisations that manage different brands, each brand has to apply for individual membership.
11. How much are the Singapore Service Star membership fees?
To become a member of Singapore Service Star, an applicant has to incur the following fees:
For Retail
| Number of Outlets per Brand | Application Fee | Annual Membership Fee |
|---|---|---|
| 1 to 3 outlets | $50 | $400 |
| 4 to 6 outlets | $100 | $700 |
| 7 to 9 outlets | $150 | $1,000 |
| 10 outlets or more | $200 | $1,300 |
For F&B/Nightspot Industry
| Number of Outlets per Brand | Application Fee | Annual Membership Fee |
|---|---|---|
| 1 to 3 outlets | $75 | $600 |
| 4 to 6 outlets | $150 | $900 |
| 7 to 9 outlets | $225 | $1,200 |
| 10 outlets or more | $300 | $1,500 |
For the Jewellery sector, an annual product audit of $300 is payable by applicants/members, in addition to the standard application fee and annual membership fee.
All organisations shall pay the application and audit fees (where applicable) upon registration. The annual membership fees is payable only when the applicant meets the membership criteria.
All fees payable are non-refundable and are subjected to the prevailing GST.
12. How should payment be made?
Upon application, the applicant shall pay the application fee and audit fee (where applicable), together with the submission of application form and the business's latest ACRA registration form. The annual membership fee is payable only when the applicant passes the mystery shopping assessment. All fees payable are non-refundable and are subjected to the prevailing GST. Payments may be made to the Administrator via a crossed cheque to "Singapore Tourism Board". An acknowledgement letter will be sent to the applicant upon receipt of payment.
Members are required to update the Administrator on its business operations i.e. number of outlets. Should a Member expand or downsize its business operations, the new membership fees will apply only upon renewal. There will be no change in the current membership period.
14. How is the assessment process conducted?
Mystery shopping will be the main assessment tool for the scheme. STB has commissioned a professional team to conduct mystery shopping and site visits. For the Jewellery sector, a qualified gemologist will conduct annual product audits at the shop's premises to ensure adherence to the Trade Requirements.
Each member will receive 4 to 10 mystery shopping assessments (depending on the number of outlets) in a year and receive free mystery shopping results that can help businesses identify and address service gaps at a brand-specific level.
15. What are the assessment criteria of mystery shopping?
To achieve a holistic measurement of good service, merchants are evaluated on 8 key components of customer experience:
• Customer Reception
• Customer On-Board
• Customer Management
• Customer Experience
• Customer Departure
• Customer Service Attitude
• Staff Appearance
• Store’s Physical Condition
16. How many mystery shopping assessments will be made on each merchant?
The number of mystery shopping assessments made is dependent on the number of outlets each merchant owns, as demonstrated in the table below.
| Number of Outlets per Brand | Number of Mystery Shopping for Qualification | Number of Mystery Shopping during Membership Year | Number of Mystery Shopping in Subsequent Membership Year |
|---|---|---|---|
| 1 to 3 outlets | 2 | 2 | 4 |
| 4 to 6 outlets | 3 | 3 | 6 |
| 7 to 9 outlets | 4 | 4 | 8 |
| 10 outlets or more | 5 | 5 | 10 |
17. How will the applicant be informed of the application outcome?
Applicants will be notified of the outcome in writing. Successful applicants who satisfy the membership criteria will be required to pay the membership fee. Upon receipt of payment, each member will receive an induction kit, consisting of a membership certificate, decals for all their outlets and other related information. Members may display the decals prominently within their premises. This will help shoppers to identify them as Singapore Service Star members.
In addition, members will get a unique password for access to mystery shopping results, survey findings and white papers conducted by STB.
Unsuccessful applicants to the scheme will also be notified in writing and results of the mystery shopping will be provided. They may re-apply for membership after 6 months of their last application. This is to allow reasonable time for unsuccessful applicants to act on mystery shopping reports and address the service gap. Application fees will still apply for re-applications.
Membership Renewal and Termination
18. What is the duration of the membership?
Membership is valid for one year and will be renewed annually on the condition that the member meets the stipulated membership criteria.
19. How does a member renew membership?
Memberships are automatically renewed on a yearly basis, on the condition that the member continues to meet the membership criteria. A new membership certificate will be sent to the member upon each renewal.
20. What if a merchant is removed or has withdrawn from the scheme in its second year of membership?
Any termination or withdrawal of membership must be notified in writing and there will be no refund of fees. Upon termination/withdrawal of membership, the establishment must immediately and unconditionally cease to use the decals, logo and collaterals. It is required to return all decals, certificates and Singapore Service Star related materials to the appointed Administrator within 7 days. STB has the right to make such publications or announcements as it deems appropriate regarding the termination or withdrawal of the establishment from the scheme.
21. Who are the members on board the scheme?
The list of accredited members can be found on the following website: www.servicestar.com.sg
22. Where can I find more information on the Singapore Service Star?
Singapore Tourism Board is the Administrator for Singapore Service Star. Kindly contact the Administrator for more information on the scheme. Contact details are as follows:
SINGAPORE SERVICE STAR
c/o Singapore Tourism Board
Tourism Court,
1 Orchard Spring Lane,
Singapore 247729
Tel: (65) - 67375301
Fax: (65) - 67349217
Email: stb_servicestar@stb.gov.sg
