Classification of questions:
- Background of the Singapore Service Star
- Benefits 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 Singapore Service Star?
Singapore Service Star is an accreditation scheme that seeks to recognise and promote businesses that deliver good service and exhibit sound business practices.
2. What are the objectives of Singapore Service Star?
Singapore Service Star aims to deliver the Brand Promise which is Good Service (Assurance and Responsiveness) and Confidence (Reliability and Trustworthiness). It is designed to improve customers' confidence and to ensure visitors enjoy consistent quality service as part of their unique experience in Singapore. The scheme strives to differentiate businesses that have a reputation of providing good service and exhibiting sound practices.
3. Why is there a need for Singapore Service Star?
Today's consumers are more sophisticated and well-travelled, and demand increasingly higher standards of service. 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, 6 key components customer experience are identified:
- Customer Reception
- Customer On-Board
- Customer Management
- Customer Service Attitude
- Customer Experience
- Customer Departure
Benefits of the Singapore Service Star
5. Who will benefit from Singapore Service Star and how?
- Tourists Assurance of good service experience and confidence in transacting in Singapore.
- Members Being the preferred choice for consumers via international publicity and promotion by STB, leading to increased sales and revenue through local and international customer base.
- Industry Improvement of overall industry service standards.
- Singapore Greater international standing of Singapore as a service-oriented nation.
6. What are the benefits of joining Singapore Service Star?
As a sign of distinction, members will be given Singapore Service Star decals to display prominently at their premises. In addition, businesses that join the scheme will enjoy the following benefits and value-added services:
Branding/Publicity Benefits
- International promotion and publicity via STB's marketing channels, worldwide offices, external publications and e-channels
- Be showcased as an industry role model through dedicated editorials, profiles and write-ups featuring selected members as leaders in service excellence
Learning Benefits
- Receive free mystery shopping assessments and reports which identify service gaps
- Know your company's performance vis-a-vis that of the industry
- Receive reports on customers' expectations/perceptions through studies conducted by the STB
- Be invited to free seminars on service excellence with recognised keynote speakers
- Enjoy free or subsidised customised training
- Participate in overseas study trips for greater exposure to top service organisations
7. Who can apply for the scheme?
The Singapore Service Star welcomes business from the Retail, Food & Beverage and Nightspot industries. The scheme may be extended to other businesses in the future.
8. How can one join Singapore Service Star?
To qualify, businesses must possess the pre-requisites and meet the membership criteria as follows:
Pre-requisites:
- At least one year in operations
- At least one business outlet (with storefront)
- Registered with ACRA and hold all the valid permits and licenses required in connection with the conduct of business
- Pass the Mystery Shopping by scoring above the service mark of 70 or the industry average, whichever is higher
- Undertake and comply with the scheme's Code of Practice and Trade Requirements (where applicable)
- 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
- No history of entering into Voluntary Compliance Agreement/ Injunction with STB/CASE
9. What is the industry average?
The industry average is demonstrated in the table below:
| Year | Retail | Food and Beverage | Nightspot |
| 2008 | 78 | 82 | 77 |
| 2007 | 70 | 73 | 70 |
Applicants/members will be assessed based on previous year's industry average which will be updated in the Singapore Service Star website.
10. How do chain stores qualify for the Singapore Service Star? Are all the outlets tested with the mystery shopping?
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.
11. 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 organisation that manages different brands, each brand has to apply for individual membership.
12. How much are the Singapore Service Star membership fees?
For Retail/Jewellery Industry
| 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 audit fee of $300 is payable by applicants/members, in addition to the standard application fee and annual membership fee.
All fees payable are non-refundable are subjected to the prevailing GST.
13. 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 business' latest ACRA registration. The annual membership fee is payable only when the applicant passes the mystery shopping. All fees payable are non-refundable and are subjected to the prevailing GST. Payment may be made via crossed cheque to "Singapore Productivity Association", the appointed Administrator for Singapore Service Star. An acknowledgement letter will be sent to the applicant upon receiving the payment.
14. What will be the payable membership fee in the event that the business operations expands or reduces its operation during the membership year?
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.
15. 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 company-specific level.
16. What are the assessment criteria of mystery shopping?
To achieve a holistic measurement of good service, merchants are evaluated on 6 key components of customer experience:
- Customer Reception
- Customer On-Board
- Customer Management
- Customer Service Attitude
- Customer Experience
- Customer Departure
17. How many mystery shopping assessments will be made on each merchant?
The number of mystery shopping assessments are dependent on the number of outlets per establishment.
For All Industries
| 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 |
18. 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 Advertising & Promotions (A&P) kit, consisting of a membership certificate, Singapore Service Star logo Fact Sheet and decals for all their outlets. Members are required to display the decals prominently within their premises. This will help shoppers to identify them as Singapore Service Star members.
In addition, members will be provided a unique password for access to mystery shopping results, tourists' perception surveys and other research studies conducted by STB.
Unsuccessful applicants to the scheme will 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 fee will still apply for re-applications.
Membership Renewal and Termination
19. What is the duration of the membership?
The membership is valid for one year and will be renewed annually on the condition that the member meets the stipulated membership criteria.
20. How does a member renew the membership?
Membership is automatically renewed on a yearly basis, on condition that the member continues to meet the membership criteria. A new membership certificate will be sent to the member upon each renewal.
21. 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 publication or announcement as it deems appropriate regarding the termination or withdrawal of the establishment from the scheme.
22. Who are the members on board the scheme?
The list of accredited members can be found in the website: www.serviceSTAR.com.sg.
23. Where can I find more information on Singapore Service Star?
Singapore Productivity Association is the appointed Administrator for Singapore Service Star. Kindly contact the Administrator for more information on the scheme. Contact details are as follows:
Singapore Service Star administrator
c/o Singapore Productivity Association
2 Bukit Merah Central, #04-01
SPRING Singapore
Singapore 159835
Tel: 65) 6375 0942
Fax: (65) 6272 5095
Email: info@serviceSTAR.com.sg