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Excellent Service Award

Launched in 1994, the Excellent Service Award or EXSA is a national award that recognises individuals who have delivered quality service. It seeks to develop service models for staff to emulate and to create service champions.

EXSA is managed by six industry lead bodies (the Association of Singapore Attractions, the Land Transport Authority, the Restaurant Association of Singapore, the Singapore Hotel Association, the Singapore Retailers Association, the Association of Banks in Singapore) and supported by SPRING Singapore.

Organisations with EXSA staff are committed to achieving service excellence. They seek to deliver superior service through service champions in their organisations.

Award Objectives

  1. Inspire service staff to scale new heights
  2. Identify service role models
  3. Encourage service champions
  4. Recognise the efforts of service staff

Award Categories

The Excellent Service Award is conferred at three levels :

  1. Silver Award
  2. Gold Award
  3. Star Award

Award recipients will be presented with certificates and Excellent Service Award pins, which they can wear daily to distinguish themselves.

Eligibility Criteria

Organisations from the six industries can nominate individuals for any of the award levels as long as they are eligible and meet the respective criteria.

To apply for any category of award, individuals must have :

  • At least 1 year of service with the nominating organisation
  • Attended at least 1 Service Skill Upgrading programme in the last year (qualifying period: 1 April 2016 to 31 March 2017). The Service Skill Upgrading programme can include any structured programme related to service delivery and service excellence.

The validity of all the award categories is for one year. Individuals who received the awards may be nominated for the same or different award category in the following year. For example, an individual who has attained a Gold award in the current year may be nominated for the Star award in the following year.

Awards Criteria

The Excellent Service Award is open to all individuals from all levels in the organisation. Nominees must meet the following criteria :


Silver Award

Gold Award

Star Award

Customer Compliments

This criterion includes compliments from both internal and external customers.

Received at least
2 compliments during the qualifying period

Received at least
3 compliments during the qualifying period

Received at least
5 compliments during the qualifying period


This criterion includes both internal and external service-related awards conferred.


Received at least
1 service-related award during the qualifying period

Received at least
2 service-related awards in the last 3 years (1 April 2014 – 31 March 2017)

Contribution to Service Improvement

Nominees would need to indicate the suggestions they have made as this demonstrates that they have service improvement mindset.



Made suggestions that contribute to improvements in service during the qualifying period

* Qualifying Period

1 April 2016 – 31 March 2017

Characteristics of EXSA Nominees

  • Prompt and proactive in anticipating and attending to customer needs
    Going beyond the call of duty to exceed customer expectations, championing and role modelling excellent service
  • Accurate, consistent and seamless in service delivery
    Ensures good and consistent service at all moments and touch points, stepping in to help out team members without being asked
  • Knowledgeable and helpful in communicating service offerings
    Uses skills and knowledge to advise customers and add value to addressing customer needs, rather than merely pushing products
  • Empathetic, flexible and uses good judgement to understand and respond to different needs
    Demonstrates emotional quotient (EQ) in assessing different situations so as to create positive experiences
  • Effective and reflective in the handling of feedback and resolution of difficult situations
    Exercises agility in providing service recovery, turning adverse experiences into positive ones, and customer feedback into opportunities to delight, learn and develop best practices.

Participating industries

  • Attractions
  • Banking
  • Food & Beverage 
  • Hospitality
  • Land Transport
  • Retail

Companies belonging to these industries are eligible to participate in the awards.


EXSA is a development programme. Silver, Gold and Star award nominees who meet the criteria and are shortlisted for the awards need to attend a 4 hour Development workshop to reinforce and sustain a consistent level of service after receiving the awards. A 100% attendance is required by the nominees to qualify for the awards.

The workshops are conducted by the industry lead bodies. A fee of $50 per nomination (exclusive of GST, according to the prevailing rate) will be payable to the approved agency conducting the workshops. Please note that the nomination fee will not be eligible for SDF support.

Selection Process

EXSA Selection Process

The Award Committee’s decision is final. Nominees may be placed in a different category of award where appropriate.


Nominations must be made on prescribed forms and submitted with relevant supporting documents and forwarded to one of the six industry lead bodies. Copies of the forms may be made for multiple nominations.

There is no fee for the initial nominations. Nominations for EXSA Awards will be opened from 9am on 1 April 2017 to 5pm on 30 April 2017. For enquiries and nominations, please contact the relevant industry lead body :


EXSA Secretariat
Association of Singapore Attractions 
1003 Bukit Merah Central 
Inno Centre #02-10
Singapore 159836
Tel : 6377 6615 
Email :

Land Transport

EXSA Secretariat
Land Transport Authority
Taxi & Vocational License Services
10 Sin Ming Drive
Singapore 575701
Tel : 6877 7350
Email : or


EXSA Secretariat
The Association of Banks in Singapore
10 Shenton Way #12-08
MAS Building
Singapore 079117
Tel : 6224 4300
Email :

Food & Beverage

EXSA Secretariat
Restaurant Association of Singapore 
2985 Jalan Bukit Merah
Singapore 159457
Tel : 6479 7723
Email :


EXSA Secretariat
Singapore Hotel Association
17 Cantonment Road
Singapore 089740
Tel : 6513 0233
Email :


EXSA Secretariat 
Singapore Retailers Association
1 Coleman Street, The Adelphi #05-11B
Singapore 179803 
Tel : 6334 5223
Email :

Last Updated on : 04 Apr 2017