“WHEN WE PAY FOR SOMETHING, WE EXPECT A CERTAIN DEGREE OF CARE AND CONCERN from the seller as we want our money’s worth. Bearing this in mind, we constantly put ourselves in the customer’s shoes every time a unit is sold. In order to please a customer, you have to think like a customer,” explains Goh Boon Peng, senior manager and head of the CSU.
    A veteran with the CSU for more than a decade, Goh should know what it takes to delight a customer. Common courtesies aside, a good grasp of technical knowledge, such as characteristics of building materials and finishes, construction techniques and best practices in building maintenance, is required as the CSU deals with properties. Thus, “we have specialists in the CSU to advise and coach the respective teams on the basics of building management,” details Goh. “Team members who come from a technical background are also encouraged to share their know-how.”
    The setting up of the CSU in 1995 could be considered a watershed of sorts in the history of property development in Singapore. Prior to its formation, product delivery to customers and customer feedback management was handled by the contractor or the developer’s onsite staff. Far East Organization, in a bid to streamline its product delivery and customer engagement, was the first developer to recognise the importance of a unit dedicated to serving the needs of homebuyers during the handover process. In 2000, Far East Organization obtained the ISO 9000 Certification for Customer Service, underscoring its commitment to the customer experience.
    “We believe that a good product should not only be about the quality of its design or construction but the quality of its delivery too. It is about making the experience of moving into one’s new home a pleasant one, along with the after-sales service that follows,” underscores Goh.
    Since its inception, CSU has handed over some 20,000 units to many happy property owners.

    Customer Service executive Josephine Goh typifies the work ethic of the CSU. Gregarious and genial, Josephine works from a modest but cosy helpdesk at Lakeshore condominium, where she attends to several customer queries every day.
    “We get calls about building or maintenance issues. Upon receiving such feedback, we will personally head down to the affected unit and start assessing the situation and think of how we can help the resident,” reveals Josephine.
    Despite the demands placed on her youthful shoulders, Josephine approaches her job with pride and purpose. “This isn’t your typical deskbound customer service centre. There is a fair amount of legwork involved. If a unit needs attention, we will walk through the apartment with our contractors and ensure that the affected areas are noted by the contractors,” she elaborates.
    “This is the part I enjoy most because I get to know contractors from many countries and their colourful cultures, perking up what would have been otherwise something routine.”
    Owner Mrs Ho, who made Lakeshore her home in November last year, had nothing but bouquets for the Lakeshore customer service team. “The staff members are not only fast and meticulous, but extremely polite as well,” relates Mrs Ho. “At a previous development I stayed in, it sometimes took weeks to get problems settled. Here (at Lakeshore), matters are tended to within days, even hours if the CSU is not handling requests from other units.”
    For Josephine, “The delight in customers’ eyes when they see the sincerity of our efforts is really uplifting. We have many happy customers expressing their appreciation in the form of thank-you cards and complimentary letters. We even had one resident personally baking a cake for us,” reveals Josephine.
    “These gestures of gratitude go a long way towards making my job meaningful.” LM

About three months prior to the Temporary Occupation Permit (TOP) of any development, a team of customer service personnel for the property will be assigned to prepare for the setting up of the CSU helpdesk. This includes drafting and printing of the Residents’ Handbook (a condo manual with salient information to help new owners settle into their new homes); assigning warranties for appliances and preparing gifts to welcome new homeowners to their new homes. Once the helpdesk is in place, the delivery process begins — staff formally hand over the units to their respective owners while managing feedback from customers. Having helpdesks within the properties significantly improves the quality of customer care as helpdesk staff are able to interact directly with customers. Yet another Far East initiative in the name of quality assurance is the QA/QC Unit. Short for Quality Assurance/ Quality Control, the unit was formed in 1999 to ensure quality during the formative stage and construction period of Far East Organization’s projects. The QA/QC Unit works closely with contractors and suppliers to promote good practices, correct work applications and construction techniques on site.