FairPrice Group Customer Service Honoured at Retail Asia Awards 2026

A specialised assembly line model successfully managed a 100% surge in ticket volume during the 2026 CNY peak period.

FairPrice Group’s Customer Service has been named Customer Service Team of the Year - Singapore at the Retail Asia Awards 2026. 

The award recognises an operational innovation deployed during the Chinese New Year period, underpinned by a multi-year AI transformation programme which epitomised FairPrice Group’s growth mindset.

Over the preceding three years, the team strategically rebuilt its customer service function around AI. Fully integrating automation across the entire ticketing workflow significantly expanded handling capacity, optimised cost efficiency per ticket, and measurably enhanced customer satisfaction. This robust operational foundation paved the way for the successful implementation of the operational innovation deployed during the Chinese New Year period.

To address the high-demand Chinese New Year period, the team introduced a specialised assembly line model. This transition moved away from the traditional one-agent-per-ticket model to a segmented workflow, allowing multiple agents to collaborate on a single ticket by breaking it down into its individual stages. This approach empowered the team to navigate significant ticket volume volatility during the Chinese New Year peak period.

By dividing the customer resolution journey into specific stages, agents achieved higher proficiency and faster output. The team also deployed care specialists to sites to provide real-time coaching and ensure the seamless operation of the new assembly line system.

This operational shift enabled the team to meet nearly all first-response targets within 24 hours, a significant year-on-year leap for the festive season. Even when ticket volumes doubled, the first-resolution rate climbed steadily, demonstrating a sharp rise in processing precision.

Efficiency gains also facilitated a rapid return to normal operations. Whilst previous years required up to a month to return to business-as-usual levels after the peak, the new model enabled the team to reach standard operating levels by the second day of the festive period.

Customer satisfaction reached 86.4%, a 3.65% increase from the previous 82.75%, exceeding the COPC industry standard of 85%.

Additionally, the team launched an enhanced intelligent IVR system to prioritise recent orders and high-priority customers. A proactive slot management exercise shifted delivery timeslots to free up capacity during the busiest windows. These platform and process upgrades allowed FairPrice Group Customer Service to maintain speed whilst upholding service quality.

The Retail Asia Awards highlight the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark for success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].