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11 Jan 2021

Far East Flora Market

Far East Flora Market

At a Glance

With a vision to 'make someone smile today', Far East Flora Market (FEFM) embarked on a workplace learning journey to equip its employees with a service-minded mindset to better understand and serve its customers.

Through a carefully designed workshop titled 'Delighting Customers' to enhance its employees' provision of exceptional service, FEFM received 10 accolades on its provision of high service levels. 

With this objective in mind, FEFM embarked on a Learning Enterprise Alliance (LEA) project under the NACE@IAL initiative in 2021.
 

Achievements

The project team together with support from Management and inputs from IAL's Certified Workplace Learning Specialist, achieved the following:

Development of Customer Experience Module: Delighting Customers, in alignment with the following:
  • FEFM's Mission, Vision and Core Values
    • Service-oriented Organisation Chart
    • Service Performance Standards
    • E-Learning Module
    • Face-to-Face Learning Module
All 47 staff, who underwent training, agreed that customer service knowledge increased, is relevant and applicable to area of work.

Within the first 2 weeks of incorporating the learning, the FEFM team received 10 accolades on their higher service levels.


"In business, we must always refresh and find better ways to serve our customers. We have always wanted to train our employees to perform better. Through NACE@IAL, we were able to leverage on the right retail expertise and embark on performance-based learning to help our company improve."
- Ms. Chioh Sok Hwang, General Manager
 

Challenges

Given today's competitive business environment, FEFM identified providing customers with exceptional service as the means to retain and grow its customer base.

As FEFM has yet to engage in customer profiling and journey mapping, having diverse customer profiles made it a challenge to identify the specific areas for customer service improvement. Additionally, the lack of a basic customer service framework in place also served as a barrier to upping customer service levels.
 

Interventions

To tackle the lack of identification of customer profiles, the project team organised sharing sessions to discuss and evaluate better customer management interventions:

1. Identification of customers who shop at FEFM:
  • Determine profile types of customers at Thomson Road's outlet.
  • Conduct Customer Journey Mapping: Pre-arrival, Arrival, Onsite, Departure, After-sale Service.
2. Development of approach to serve customers through G.U.E.S.T: Greet, Understand needs, Explain, Seek feedback and Thanks.

3. Facilitation of G.U.E.S.T. workshops for employees.
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