Sunway Malls Adopt New Strategy in Elevating Customer Service
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Malaysia’s mall industry, already faced with stiff competition is expected to intensify as another 27.28 mil sq ft of new retail space will be entering the market according to National Property Information Centre (Napic) data.
Of the 27.28 mil sq ft supply, 16.2 mil sq ft is at various stages of construction while the remaining 11.08 mil sq ft is are being planned. This will add on to the 148.85 mil sq ft of existing retail space in the market and brings Malaysia’s total retail space supply to 178.13 mil sq ft.
The increase in retail space comes at a time when retailers are already hard pressed with slower retail sale growth and lower margin amid weak consumer sentiments.
In the latest quarter results by Retail Group Malaysia (RGM), Q2 2016 registered a growth rate of 7.5% against the forecast of 9.9% – 24% lower than expected. RGM termed the results as ‘below market expectation’. In contrast, retail sales fell 4.4% in Q1 2016.
In a bid to increase, sustain and retain footfall and sales, Sunway Malls re-strategise their human capital enhancement by recruiting ex-flight attendants into the customer service division to better serve its shoppers.
While known for delivering quality service, the hiring of ex-flight attendants also allows Sunway Malls to leverage on the crew’s training and experience in safety and emergency handling which serves as an added advantage for group’s front-line service.
The initiative has so far seen the recruitment of nine ex-flight attendants from a local carrier in both Sunway Pyramid and soon- to-be-opened Sunway Velocity Mall. Recruitment effort is also underway to place more ex-attendants in Sunway Putra Mall in Kuala Lumpur and Sunway Carnival Mall in Penang.
“In the latest quarter results by Retail Group Malaysia (RGM), Q2 2016 registered a growth rate of 7.5% against the forecast of 9.9% – 24% lower than expected.”
“With increasing competition, it is imperative that the creation of good customer service experience in malls takes precedence as both a strategic differentiator and a loyalty tool in a saturated market,” says Kevin Tan, Chief Operating Officer of Sunway Malls.
“From the moment a customer steps into the mall, we strive to provide world class service through our touching hearts philosophy to create a warm, welcoming and wholesome lifestyle experience. We value the different needs of each and every customer in spite of background, gender and age hence we are creating diversity in the Concierge so they can engage with the various shopper profiles we have and extend assistance every time it’s necessary,” he continues.
The group’s effort in delivering good customer service was also acknowledged by Professor Philip Kotler, the Father of Modern Marketing when he awarded Sunway Pyarmid with My Branded Service Award in recognition of its outstanding customer service back in 2009.
Its earlier customer service initiatives among others included carpark guiding system, powered wheelchairs, child distance monitors and auxiliary police force were known as the mall industry’s firsts.
Although Sunway Malls is hiring ex-flight attendants as part of their new retail strategy, the brand still welcomes all who have interest in the service line.
“Some of our best customer service employees are not from the airline industry but they have the passion and the willingness in serving customers and that’s the most important criteria of all,” says Kevin.
Questions & Answers
Q.Why are Sunway Malls focusing on new customer service strategies now?
Why are Sunway Malls focusing on new customer service strategies now?
The mall industry faces stiff competition with significant new retail space entering the market. This comes as retailers are already struggling with slower sales growth and weaker consumer sentiments, making good customer service a strategic differentiator.
Q.What specific advantage do ex-flight attendants bring to Sunway Malls' customer service?
What specific advantage do ex-flight attendants bring to Sunway Malls' customer service?
Ex-flight attendants are known for quality service and their training in safety and emergency handling is an added benefit. This experience enhances the group's front-line service, especially during uncertain times.
Q.How many ex-flight attendants have been recruited so far, and where are they placed?
How many ex-flight attendants have been recruited so far, and where are they placed?
Nine ex-flight attendants have been recruited from a local carrier. They are currently working in Sunway Pyramid and the soon-to-be-opened Sunway Velocity Mall, with further recruitment planned for other locations.
Q.What was the retail sales growth rate in Q2 2016 compared to the forecast?
What was the retail sales growth rate in Q2 2016 compared to the forecast?
Retail sales in Q2 2016 grew by 7.5%, which was 24% lower than the forecast of 9.9%. This performance was termed 'below market expectation' by Retail Group Malaysia.
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