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Fraser Awarded the Singapore Service Class
25 Jul 2005 - Singapore

First serviced residence brand to get highest accolade in service quality

Singapore, July 25, 2005 – Fraser, the premier international serviced residence management company with gold standard residences in Singapore, London, Paris, Glasgow, Seoul, Manila, Bangkok and Shenzhen is the first serviced residence to attain Singapore’s highest award for service quality, “Singapore Service Class”.

The award from SPRING Singapore (Standards, Productivity and Innovation Board) recognises organisations with a framework for service excellence. The standard is recognised internationally and is Singapore’s highest accreditation for service quality.

“We are ecstatic to have attained this recognition from the board charged with spearheading the drive towards service excellence in Singapore,” said Mr Choe Peng Sum, Chief Operating Officer of Fraser Serviced Residences Pte Ltd. “It is the result of our brand focus on quality service in meeting needs of the external and internal customer, as well as the efforts of every individual staff member. Kudos to everyone!”

In total, fewer than 50 Singapore companies have attained this standard. “Service excellence is crucial to building our vision of being a global leader in our business. We want to be continuously innovative in answering the unique needs of every customer.”

“Singapore Service Class” measures a brand or company’s performance in four critical

dimensions: service leadership, service agility, customer experience and customer delight.

Essentially this translates to:

Strong leadership in providing superior service.

Ability to respond to customers’ needs and expectations while being agile in responding to market forces, competition and shifts in consumer behaviour.

Good customer service at all touchpoints.

Teamwork that results in service that delights the customer.

“The recognition in Singapore is the icing on the cake of our firm commitment to quality service and this certainly aids us in building our brand internationally,” says Human Resource Director Ms Carol Yong.


“As an international network of branded serviced residences, we aim to implement and maintain a high level of service standards in every market that Fraser operates,” said Ms Yong. Presently, this list includes the United Kingdom, France, China, Korea, Singapore, Thailand and the Philippines.

Service innovations at Fraser include Lifestyle Packages for residents, where the serviced residences are customised to the guests’ unique needs: such as a home-office set up, or entertainment centre, or creating a “kiddie’s dream” package.

Other innovative firsts include the award-winning Retreat, the world’s first experiential meeting facility, which combines business meetings with relaxing massage treatments as well as health food for complete optimisation of brain activity; Fraser Spa, where residents can enjoy a selection of “capsule” treatments in an outdoor resort setting; and the Fraser Kids’ Club where young residents can go for fun-filled activities and interact with children from other Fraser properties.

Fraser as a brand has won accolades wherever it has gone. Besides “Singapore Service Class”, Fraser has won several awards in Korea this year alone. These are “Best Brand Hotels – Luxury Service Residence” from The Korea Times; “Best Brand Awards – Serviced Residence (Worldwide)” from The Korea Herald; “Korea Quality Management Award” from Seoul Economic Daily; and “Global Management Prize” from Herald Business Korea.

Last year, Fraser also won the “Most Distinctive Award” under the “Singapore Promising Brands Award”. From SPRING Singapore, Fraser won the “Service Excellence Award” as well as the “People Developer Standard” last year.

Fraser’s managed boutique resort at Phetchaburi, Thailand – Fisherman’s Village Resort – was hailed as one of the “Top 50 Boutique Resorts in Thailand” by the country’s tourism authority.

In recognition of its strong internationalisation efforts, Fraser Serviced Residences Pte Ltd was awarded “Business Headquarters (BHQ)” status by Singapore’s Economic Development Board in 2003.