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24 May 2004 - Singapore
People Developer standard is second accolade in a month for gold standard serviced residence chain.
Singapore, (May 24, 2004) – Fraser, the premier international serviced residence chain with gold standard residences throughout Asia, Europe, and Australia, has achieved the People Developer standard on the back of picking up the Singapore Promising Brand Award earlier this month. The latest award recognises Fraser’s human resource management strategy, and endorsed with Singapore’s quality standard.
“The People Developer standard is milestone for the Fraser brand,” said Mr CHOE Peng Sum, Fraser’s Chief Operating Officer. “In the hospitality sector especially, people are our most important asset, and we are very excited that our excellent staff has been recognised.”
The People Developer is Singapores quality standard acknowledging the good work of organizations that achieve better business results through laudable management of human resource.
“Each staff member at every level is trained and works according to our Fraser brand vision and constantly tries to give each guest a home away from home,” said Mr Choe. Fraser emphasises on a comprehensive training programme that develops both soft and hard skills supported by individual coaching and feedback. A caring and attentive culture is forged, so staff members at every level are at hand to provide intuitive service while remaining unobtrusive.
The serviced residence chain leverages on its core strength – its people – to deliver customer satisfaction, as well as build the strong bond of brand-customer relationship. “Everyone at Fraser is instilled with a keen sense of attention to detail. In our dedication to meeting the unique needs of every customer, guests often find that even the most minute of tasks, like fixing a faulty lamp or catering to differing preferences for pillows, are attended to even before they are voiced,” said Mr Choe.
Multi-tasking is prevalent throughout its properties: On average, a Fraser Customer Relations Executive (CRE) performs the duties of as many as 12 counterparts in a hotel, while maintaining the same level of service.
It is the same multi-tasking ability of Fraser staff that has allowed it to operate successfully in the competitive UK market with three serviced residences in London – Fraser Suites Kensington, Fraser Place Chelsea and Fraser Place Canary Wharf – enjoying good success with occupancy rates soaring above 90 per cent within just two years.
Named one of the best serviced residence operators in the United Kingdom, Fraser recently won a contract – over 13 other major international companies – to manage the 134-unit Fraser Suites Harmonie in Paris La Defense.