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Far East Flora Market

Creating Happiness and Delivering Smiles

Workplace Transformation: 30 Q's with 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.

Want to know the secret to their outstanding success and what customers are saying about FEFM? Read on to find out!

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.

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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 CWLP, we were able to leverage on the right retail expertise and embark on performance-based learning to help our company improve.

Ms. Chioh Sok HwangGeneral Manager

We are very happy with the results as we are now aligned and confident to delight our customers. Our team members become more cohesive and energized to apply what they have learnt. Thank you to our Certified Workplace Learning Specialist for going the extra mile for us.

After the project with CWLP, we wish to do the same but for our online customers, as well as work on store atmospherics.

Ms. Agnes TeoDivision Head, Retail and ECommerce

I am impressed with the innovation, professionalism and outcomes of the project. Now, everyone is clear on how to delight customers and feel the need to do so. The energy level is high! I am so happy to see everyone on Mobile Learning too!

Ms. Shayner ChiohDivision Head, Operations

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:

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.

Development of approach to serve customers through G.U.E.S.T: Greet, Understand needs, Explain, Seek feedback and Thanks.

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

Hear from Customers

"The staff at Far East Floral Market are very helpful. They are generous with sharing their knowledge of flowers with me when I am selecting flowers at their store. Additionally, the staff at the counter, especially Ms. Kwok, are efficient at their roles.

I would also like to express my thanks to Ms. Paulyn. She is an excellent manager and is always there to help."

Ms. Celeste Tay
Flower Ministry, Cathedral of the Good
Shepherd & Church of St Ignatius

"The staff at Far East Flora Market are very friendly and helpful, and will go the extra mile to get things done for me. Their recommendations for flowers are remarkable.

Additionally, the service provided by FEFM is exceptional – when I needed a last-minute order for flowers, they have never failed me."

Mdm. Ho Kah Yin
Florist