Visitor satisfaction has direct impact on repeat visits, positive word-of-mouth and tourism revenue for Singapore. Our travel and tourism partners need to excel in delighting their customers in an increasingly competitive tourism landscape.
The Service Quality Division was formed in February 2003 to set new benchmarks in the service standards of tourism related sectors and to ensure effective delivery of destination information to all visitors. We partner the industry to use service quality as an experience differentiator and competitive advantage for Singapore. We also seek to institute new service standards in key tourism sectors to improve visitors' satisfaction and increase tourism receipts.
The Division has three departments responsible for improving service quality and delivering quality information to visitors:
 The department ensures effective delivery of destination information to all visitors to Singapore on a 24/7 basis. This is achieved through a network of Singapore Visitors Centres (SVC) and mobile kiosks in key tourist areas including Orchard Road and Changi Airport. The department also provides Mobile SVC services at various exhibitions and conventions venues to cater to the business and MICE visitors. A 24/7 touristline (1800 7362000) is available to address visitor enquiries.
The department is responsible for managing a comprehensive feedback system, setting up "listening posts" within STB to ensure prompt and effective management of feedback for the benefit of the tourism sector.
The department manages tourist complaints, ensuring that these are promptly and professionally addressed, with effective service recovery by STB and/or service providers to minimise any negative impact on Singapore's reputation as a premier tourist destination.
The department also facilitates the establishment of Performance Standards excellence within the tourism industry. An accreditation scheme, Singapore Service STAR has been developed to recognise and promote businesses that deliver good service. Other initiatives also includes engaging service quality experts in the areas of benchmarking, surveys and research as well as partnering industry members and relevant agencies to institute new service standards in key tourism sectors.
The department strives to create a strong service culture in Singapore's tourism enterprises through developing and formulating plans to elevate service levels, and recognizing and rewarding exemplary service champions through the annual Tourism Awards. It also seeks to generate greater awareness of the importance of service excellence through seminars, workshops and facilitating service experts to share their knowledge with tourism service providers to encourage the adoption of best practices.
The department provides secretariat support for the GEMS (Go the Extra Mile for Service) Leadership Workgroup and collaborates with government agencies such as WDA and SPRING Singapore as well as key industry stakeholders, to identify and implement appropriate service strategies in the retail, F&B, attractions and hospitality sectors.
The department also works with industry partners to identify and support new industry initiatives to transform service standards.
Last updated on 02 November 2007
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