For five projects in a row since 2010, the Association has
been running a multitude of initiatives supporting a sustainable
environment favourable to the development of SME retailers.
These initiatives have been made possible through the Trade
and Industry Department’s SME Development Fund. It has been
our objective that the activities such as SME retail conference,
QF accredited retail workshops, talks on retail-related
legislations, Retail Open Day and Mystery Shopper Programme
(MSP) will strengthen service performance and competitiveness
of Hong Kong SME retailers. A total of more than 4,000 SME
retailers and 18,000 retail practitioners benefitted from these
activities in the past projects.
The 15-month 5
th
SME Support Programme, carrying the
theme "Striving for Customer Service Excellence through Smart
Resource Re-engineering", was kick-started in September 2015.
Highlights of the Programme
By applying strategic management concepts and tools, the
Programme assisted SME retailers in setting up standardized
and sustainable service processes that would deliver a unique
customer experience.
有賴工業貿易署的「中小企發展支援基金」撥
款資助，協會自2010年起連續五期舉辦了一
系列多元化的活動，包括中小企零售研討會、
獲資歷架構認可的零售工作坊、與零售相關的
法例講座、零售開放日及神秘顧客計劃，支援
中小企零售商持續發展，並加強本港中小企零
售商的服務水平及競爭力。計劃至今已惠及逾
4,000間中小企零售商，及逾18,000名零售從
業員。
第五期「中小企零售商支援計劃」以「善用資
源
•
追求卓越服務」為主題，為期15個月，已
於2015年9月啟動。
計劃重點
是次計劃，協會舉辦了不同形式的交流活動，
助中小企零售商善用現有資源建立一套標準化
及可持續的服務流程，創造獨特的顧客體驗，
提高服務質量及加強自身的競爭力。
5
th
SME Support Programme (September 2015 – December 2016)
第五期「中小企零售商支援計劃」
（2015年9月－2016年12月）
SME Seminars
During the year, the Association organized a series of seminars
for SME retailers, and helped them review all touch points
throughout their service processes. The seminars were well-
received by more than 200 SME retailers covering 11 retail
categories.
Customer Journey Mapping Training
Workshop & Consultation Session
A total of 10 workshops on “Customer Journey Mapping” and
50 follow-up consultation sessions were organized throughout
the year. The workshops were to coach SME retailers how
to build an unique customer experience by applying strategic
management tools, with emphasis on how to deal with
and consolidate service processes, while the subsequent
consultation sessions offered them professional advices and
solutions on ways to meet the challenges during implementation.
MSP Assessments for Participating SMEs
Participating companies of the workshops and consultation
sessions also went through further assessments by the
Association’s well-established Mystery Shopper Programme.
Benchmarking Company Visits
Site visits to Tao Heung Group, The T Hotel and Bossini were
arranged for SME retailers during the year to enable them to
draw lessons from industry leaders on quality service.
SME Guidebook
A SME guidebook titled “Retail Strategy 3 – Customer Service
Experience” was published, covering practical advices on
customer service enhancement, as well as interviews with SME
retailers who were spoken highly of their excellent service.
中小企講座
協會於本年度為中小企零售商舉辦了一系列講
座，分享建立標準服務流程的重要性及要訣。
講座深受參加中小企歡迎，吸引了超過200間
中小企零售商，涵蓋11個零售組別。
顧客體驗旅程實踐工作坊及顧問
服務
協會於年內舉辦了合共10個「顧客體驗旅程」
工作坊，以及50場由專業顧問跟進的顧問服
務。工作坊教授中小企零售商針對性處理及整
合服務流程，並以策略性管理工具創造獨特服
務體驗。參加的中小企零售商亦已透過其後的
顧問服務環節，獲得專業的意見及方案，以應
付它們在執行上的挑戰。
神秘顧客探訪及服務評估
此外，出席工作坊及顧問服務的參加公司均獲
安排參加業界推崇備至的神秘顧客計劃，以評
估它們重整服務流程後的服務水平。
公司考察
協會年內亦為中小企零售商舉辦了多個考察
團，分別考察稻香集團、T酒店及堡獅龍，讓
中小企零售商能藉此機會參觀及學習業界優質
服務的典範。
中小企零售商指引
延續以往曾為中小企零售商出版書刊分享經
驗，協會特別編製了《零售攻略三：創造獨特
顧客體驗指南》，教授中小企如何透過認識
「顧客體驗旅程圖」及其要素，創造品牌獨有
的顧客體驗，並加上成功個案分享，讓中小企
管理層在零售逆境中啟發思維，持續提升服務
水平及競爭力。
Support Programme for SME Retailers
中小企零售商支援計劃
Participating
SME Retailers
參與中小企零售商
300
Workshops
工作坊
10
MSP Assessment
神秘顧客評估
Visits
次探訪
719
No. of Participants
參加者人數
Over
超過
800
Company
Visits
公司考察
3
50
Consultation Sessions
顧問服務
5
Seminars
講座
101
100
Support Programme for SME Retailers
中小企零售商支援計劃
Support Programme for SME Retailers
中小企零售商支援計劃
