Service & Courtesy Award
The Service & Courtesy Award (“S&C Award”) continued to
bring excitement, encouragement and enthusiasm among
retail practitioners this year. More than 500 frontline retail staff
from 90 retail brands covering 18 retail categories registered
and participated in the initiative this year.
The two newly introduced awards, “Social Enterprise” category
and the “Best Service Outlets” company award, both received
great support from the retail trade.
傑出服務獎
本年度，「傑出服務獎」繼續為零售從業員帶來
驚喜、鼓勵及熱情。逾500名零售業前線員工已
報名參加本年度的「傑出服務獎」。他們來自
90個產品品牌，涵蓋18個零售組別。
協會新設了兩項獎項，分別是「社企組別」獎及
「傑出服務店舖」獎，均獲零售業界踴躍支持。
Cultivating a Culture of Quality Service
培養優質服務文化
Mystery Shopper Programme (MSP)
In 2016, the Association marked the 20
th
Anniversary of MSP,
which has built a solid foundation and gained industry-wide
support, by further optimizing the program to address retailers’
needs. This included further enhancement in its all-year-round
assessment service by increasing the number of assessment
periods from three to four times per annum.
Throughout the year, our mystery shoppers made a total of
10,043 visits to 4,426 retail outlets, which represented some
167 participating brands.
Looking ahead, the Association remains dedicated to
promoting the culture of service excellence to even more
industries, while expanding its scope to cover a wider range of
businesses and product categories. This will be conducive to a
healthier competition among companies and more sustainable
improvement of our customer service in the local retail industry.
Seminars and Workshops
In order to align themselves with the global trends of
e-Commerce and omni-channel retailing, retailers must keep
abreast of the latest market trends and innovative ways to
improve their service flow and uplift customer experience.
Our seminars and workshops providing to members and fellow
retailers were enhanced with new topics and contents. Over 50
seminars, workshops and networking activities were organized
with a remarkable attendance of more than 2,000 participants.
神秘顧客計劃
協會的「神秘顧客計劃」已在業界奠下穩固的
根基，並廣受同業支持。適逢此計劃於2016年
邁進20周年，協會藉此進一步優化計劃，將原
本一年三次的評審期增至四次，以配合零售商
的需要，全年無間斷提供評審服務。
年內，協會進行了共10,043次神秘顧客探訪，
探訪了4,426間零售店舖，涵蓋約167個零售品
牌。
協會未來繼續致力將優質服務文化推廣至更多
行業，涵蓋更多類型的企業及產品類別，讓更
多企業可藉良性競爭平台砥礪互進，推動本港
零售顧客服務水平持續進步。
講座及工作坊
為配合電子商貿及全渠道零售的環球大勢，零
售商必須緊貼最新的市場趨勢，不斷探索創新
的方案，以改善其服務流程，為顧客提供更好
的購物體驗。
為精益求精，協會專為會員及零售同業而設的
講座及工作坊，增添了全新的題材及內容。本
年度，協會舉辦了超過50個講座、工作坊及交
流活動，反應熱烈，超過2,000名參加者出席。
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Achievements
工作回顧
Achievements
工作回顧
