FairPrice Group lands three wins at SBR Management Excellence Awards 2024

The company has made innovations in the customer service landscape with its new operational model and AI solutions.

Singapore’s largest retailer FairPrice Group (FPG) took home three major accolades at the highly sought-after SBR Management Excellence Awards 2024 for its remarkable milestones in redefining the customer service landscape. By integrating cutting-edge technology like generative artificial intelligence (AI) into its business, FPG is empowering its customer service teams to consistently exceed expectations and set new benchmarks in customer satisfaction. 

Amongst these AI-powered platforms is a Gen AI chatbot, which was implemented in Q2 2024. It offers 24/7 self-service, supporting customer service agents with managing live chat inquiries and freeing up their time to focus on more complex cases. In the following quarter, the group also introduced Project Sonic – which offers call transcription and next-action summaries, projected to reduce after-call work. 

FairPrice Group also integrated Zendesk AI into its customer service function, launched at the end of Q3 2024. The solution suggests optimised email responses for queries to agents, ensuring more seamless communication with customers. 

These tools have collectively streamlined operations, reduced repetitive tasks, and boosted agent productivity. The increased efficiency has freed agents to focus on complex customer needs, leading to improved customer outcomes. This shift has also boosted agent morale, reflected in the rise in the company’s recent employee engagement score. 

At the same time, AI’s role in enabling high-touch, personalised interactions with FPG customers has strengthened customer loyalty, turning service recovery into opportunities for repeat business. 

Meanwhile, in order to transform its customer service operating model, FPG also launched a three-pronged strategy to address people, process, and platform concerns. Processes have been streamlined and unified by consolidating five independent customer service teams into one cohesive and efficient operation. Platforms have been upgraded as well by integrating advanced tools like Zendesk AI and Salesforce Service Cloud, ensuring that the Group’s systems are AI-empowered. With this, every step of ticket handling now benefits from AI. 

Service capacity has also increased, whilst the cost per ticket has been reduced. The Group’s customer satisfaction scores have also increased, with 100% of tickets involving AI-driven actions. 

“FairPrice Group has built a future-ready framework for continuous improvement. As the organisation expands AI capabilities and collaborates closely with staff on the frontlines, it is well-positioned to set new benchmarks in customer experience and deliver exceptional value that is easy on the experience for our customers,” the company said. 

Its customer service team has received multiple prestigious awards that recognise its commitment to excellence in every interaction, reinforcing its dedication to delivering high-quality service through innovation, consistent improvement, and an unwavering customer-first approach. 

Amongst these titles include the SBR Management Excellence Awards’ Innovator of the Year - FMCG and the Team of the Year - FMCG categories. 

“These awards collectively showcase the depth of our team’s expertise, commitment, and dedication to customer satisfaction. Our emphasis on seamless, high-quality service across all channels, combined with an internal culture of continuous improvement, has uniquely empowered us to make every day a little better for those we serve,” the company added. 

Championing community health and wellness

Meanwhile, FairPrice Group’s retail pharmacy chain Unity Pharmacy has launched a comprehensive health and wellness strategy focussed on accessible healthcare, proactive health management, and increased immunisation rates.

This multifaceted strategy empowers the workforce and the community to take active control of their health, going beyond simply purchasing health and wellness products in Unity stores. It provides tools and resources for individuals to understand their health status and make informed decisions about their well-being. 

Unity Pharmacy launched Singapore's first Retail Community Pharmacy Vending Machine, providing access to over-the-counter and pharmacy-only medications upon virtual consultation. This has been remarkably effective in enhancing accessibility, improving convenience, and extending professional care by providing extended hours access to essential medications, offering a self-service option, and integrating teleconsultation services. 

To date, the machine has saved customers an estimated 4,000 to 8,000 minutes collectively, with each visit saving five to 10 minutes on average, further enhancing the value and efficiency provided to them. 

The pharmacy chain has also incorporated Active Living Zones in a number of stores, including the new Yew Tee Point stand-alone store, featuring the Tanita machine for body composition analysis and health metrics. These zones have been instrumental in raising health awareness, providing staff and customers with a comprehensive understanding of their health indicators and empowering them to make informed decisions.

In a groundbreaking move to improve public health, Unity Pharmacy has also participated in the Ministry of Health's sandbox initiative to allow influenza vaccinations to be administered by trained and qualified community pharmacists at its Parkway Parade Unity store. The influenza vaccination initiative has been crucial in improving vaccination accessibility, increasing immunisation rates, and elevating the role of pharmacists in public health. 

Within the first 24 hours of the launch, the company received over 60 registrations and administered 115 vaccinations in its first 10 days. 

“This comprehensive strategy demonstrates Unity Pharmacy's commitment to promoting health and wellness for our workforce and within the community. By embracing innovation and expanding our services, we strive to empower individuals to take control of their health and well-being,” Unity Pharmacy said. 

The company bagged the win in the Health & Wellness Initiative of the Year - Retail category. 

SBR Management Excellence Awards honours those who have successfully propelled their companies to new heights of success whilst fostering a nurturing environment that positively influences their employees.

The SBR Management Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's employee engagements and management initiatives, please contact Julie Anne Nuñez at [email protected].