To encourage Singapore businesses to adopt pro-family initiative. An initiative by the Ministry of Social & Family Development (MSF), Singapore. Business Excellence Framework.

1. Blk 70 Lorong 4 Toa Payoh #01-349
Singapore 310070
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C
BUSINESSES FOR
FAMILIES
MARK ACCREDITATION
Presented: Tony Tan Keng Hong

2.  Company Profile
 Strategy
 Mission Statement
 Marketing and Promotions
 Service
 G ti
Greeting and Send-Off
d S d Off
 Service Attitude
 Delighting Customers
 Access to Information/ Feedback
 Amenities
 Space Layout
 Flooring and Facilities
 Safety, Security and Emergency Procedures
 Cleanliness
 Results
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C
Content

3. Hair Services (Hair
Fashion & Design)
• Cut
• Colouring
• Rebonding
• Perming
• Hair Treatment
• Hair Fashion, Design &
Styling
S li
ACRA registered Company: I-Healthy Investment (S)
Pte Ltd, Business Entity supported:
Ming Fa Cheng Hair and Beauty Salon
Product & Service
Mix
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Company Profile
Beauty & Wellness
• Electrostatic t e py (J p )
ect ost t c therapy (Japan)
• Facial Treatment
• Ear candling
• Manicure Pedicure
Manicure,
• Make-up for any events

4. Target Customers
g
1. Adults
2. Children
3. Senior Citizens
Business
Objective:
To
provide
y
convenient accessibility and economical
pricing for beauty and hair services in the
y
heartland for the 3G Family Consumers.
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Company Profile

5. Strategy: Mission Statement
C
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Company Mission: Aims to attract, maintain and retain
customers from all walks of life.
Linkage to Businesses for Families Mission: To attract
family segments and welcome families when they visit.
Action Plan to create a family-friendly environment
for Ming Fa Cheng Hair and Beauty Salon:
 Create the amenities/facilities for a family-friendly
service environment
 Offer suitable services to cater to the various needs
and interests of the family members
 Deliver family friendly customer service
family-friendly
 Businesses for Families Initiatives championed by
senior management
R
Regular di
l
direct senior management
i
to employees
l
communication

6. Supporting Marketing Channel:
Facebook - fb.com/MFC.Hair.Beauty.Salon
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Strategy: Marketing and Promotions

7. Words-of-Mouth: In a hair & beauty salon business,
Customer Satisfaction is Critical! Repeated and
Customer Referral are the Critical marketing tool!
FB Connection : Online media is
a cheap and f
h
d fast response tool
l
to reach out potential customers!
These are 2 customers thru FB
referral!
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Strategy: Marketing and Promotions

8. For Hair Services
 Promotional Pricing for
children
 Free additional service for
elderly
 Family unit to enjoy
discounts
 Family unit to redeem free
additional service for
rewarding customer loyalty
For Beauty & Wellness
 Promotional Pricing for
Senior Citizens
 Family unit to enjoy
discounts
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Strategy: Marketing and Promotions

9. Promotional Pricing for Children
P
i
lP i i
f Child
Family unit to enjoy discounts
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Strategy: Marketing and Promotions
Promotional Pricing for
Senior Citizens

10. Promotional activities
in conjunction
of events
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Strategy: Marketing and Promotions

11. Personalized attitude
Good eye contact 眼神接触
y
个性化的态度
Good Day! How may I help you?
您好！我能怎什样帮您吗？
Knowledge in
Chinese dialects
使用方言沟通
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Service: Greeting and Send-off
Smiling and Cheerful
g
facial / tone
面带微笑
Thank You, see you again!
谢谢！

12. Service: Greeting and Send-off
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Service standards before purchase decision made by
consumers are established and practised as indicated
in the Customer Service Excellence Handbook.
C
Stage 1: Customer walk-in / call to make enquiry
- Greet the customer
- Attend to customer immediately
- Show available price lists for all available services to
the customer
- Enquire on the type of service required by the
customer
Stage 2: Establish Customer Requirements & N d
St
2 E t bli h C t
R
i
t
Needs
- Engage and understand the needs and wants of the
customer who requested for the service
- Offer exact price for the specific service requested by the
ff
f
h
f
db h
customer

13. Service: Greeting and Send-off
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Service standards before purchase decision made by
consumers are established and practised as indicated
in the Customer Service Excellence Handbook.
C
Stage 3: Service Delivery
- Identify requirements of the customer
- Evaluate the requirements of the customer
- Map the requirements of the customers to the available
services
- Provide satisfactory services according to the
requirements of the customer
Stage 4: Service Fulfill
- Offer different payment methods to the customer
- To solicit feedbacks from the customer

14. Engage and Understand
参与并了解
Knowledgeable
知识渊博
Informative
信息化
Personalized
Attitude
个性化的态度
Customer-Oriented
以客为本的
Patience
耐心
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Service: Service Attitude

15. Service: Service Attitude
C
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Recruitment Criteria
Requirements of a Beauty and Wellness Consultant
p
y
 Competency skills in facial treatment services for 3G
families
 Customer service oriented
 Creative and informative about market trends
 Able to communicate in different types of languages to
different races of 3G families
Requirements of a Hair Stylist
 Competency skills in hair styling and various hair
treatment techniques
 Customer service oriented
 Courteous, focused and patience in delivery of the hair
services to the 3G families
 Able to communicate in different types of languages to
different races of 3G families

16. If ON
by this FI
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Service: Service Attitude
Training

17. Service: Delighting Customers
C
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by this FI
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Be n
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1. Clear designated sections for family-friendly facilities
such as Children’s Play Area and Elderly Safety
Facilities.
2. Staff are empowered to manage the customer
satisfaction.
 Handle and resolve customer complaints at their
discretion when the complaints are manageable at
their service level.
3.
3 Manage difficult customers by adhering to the guided
rules in the Customer Service Excellence Handbook.
4. Staff are encouraged to contribute to make improvement
to family friendly initiative
family-friendly initiative.
 Regular management/staff feedback session for
improvements required on being a family-friendly
environment to the 3G families
families.

18.  Feedback box located near customer waiting area
area.
 Facebook: fb.com/MFC.Hair.Beauty.Salon
If ON
by this FI
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th me ist ocu NT
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C
Service: Access to information/Feedback
 Feedback Board

19. Amenities: Space Layout
C
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
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de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
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O em co the ent
ng a m S
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ci at a e
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Se n co er u
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cr of i nfi an
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Be n
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Improvements f
I
t from G
Grant P j t
t Project
1. Improved
accessibility
for
the
people
with
disabilities/elderly who use wheelchairs
/
y
 Provision of ramp at the entrance of the shop
front.
2.
2 Setup of a Nursing & Diaper Changing Facility
 Wall mounted baby-diaper changing station /
table-top for making milk.
3. Children’s Pl A
3 Child
’ Play Area
 Furniture designed for children with toys are
available at this area.
Note: A small outlet in heartland willing to set aside
space for family-friendly facilities.

20. If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
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de or it n be
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r t di m oti en
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ni He te HT
O em co the ent
ng a m S
ffi in nt s to
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ci at a e
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al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
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et ts de d
m e
s
en c
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on
t(
t. te l i ete
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Pt t w
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ith
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be ion
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an ,
he
M
FC p
e
H rm
ai is
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o
Be n
au
ty
C
Amenities: Space Layout
Ramp for safety access

21. wash head area with a rail bar and step up board
rail-bar
step-up
to assist the elderly in getting up
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
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ni He te HT
O em co the ent
ng a m S
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nt nf
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he
M
FC p
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H rm
ai is
r & si
o
Be n
au
ty
C
Amenities: Space Layout

22. Nursing &
Diaper Changing
Facility
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
O em co the ent
ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
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Se n co er u
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cr of i nfi an
.
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m e
s
en c
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on
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S) ten
nt nf
s or it
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m m
e
ith
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d u
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or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
C
Amenities: Space Layout

23. pantry area for customer &
staff
- with child-level basin
- sanitizer
- anti-slip flooring
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
O em co the ent
ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
st th
et ts de d
m e
s
en c
Ac con ntia del
on
t(
t. te l i ete
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nt nf
s or it
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m m
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ith
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be ion
or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
C
Amenities: Space Layout

24. If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
O em co the ent
ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
st th
et ts de d
m e
s
en c
Ac con ntia del
on
t(
t. te l i ete
S) ten
nt nf
s or it
Pt t w
m m
e
ith
ay at
Lt o
d u
be ion
or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
C
Amenities: Space Layout
Children’s Play Area

25. Amenities: Flooring & Facilities
C
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
O em co the ent
ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
st th
et ts de d
m e
s
en c
Ac con ntia del
on
t(
t. te l i ete
S) ten
nt nf
s or it
Pt t w
m m
e
ith
ay at
Lt o
d u
be ion
or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
1. Anti-Slip Floor Tiles, Hand Rail Bars and Ramp for
Wheelchairs.
Replace
anti slip
Replace the current flooring to anti-slip floor tiles to
prevent accidents.
Safe flooring and hand rail bars will ensure the elderly
customers
customers’ a safe environment to move around
around.
Ramp will enable elderly or wheelchair customers to enter
the shop with ease and convenience.
2.
2 Install Child Basin Table-top for making milk and
Basin,
folding table for baby diaper changing.
Create a child friendly environment where the parents can
enjoy their hair service experiences
experiences.
3. Children’s Play Area /Waiting Area
Create a comfortable waiting corner area for the young
children while their parents are having hair service
experiences.

26. 3. Emergency Procedures
 Briefing to staff on procedures to handle emergency
situation
 Available documentations of emergency procedural
guidelines for staff to ensure safety of 3G families
id li
f
ff
f
f
f
ili
1. Safety
 Outlet is equipped with following safety features
- Fire extinguisher
- First Aid box
- Emergency Exit
2. Security
 CCTV is located strategic location
g
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
O em co the ent
ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
st th
et ts de d
m e
s
en c
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on
t(
t. te l i ete
S) ten
nt nf
s or it
Pt t w
m m
e
ith
ay at
Lt o
d u
be ion
or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
C
Amenities: Safety, Security & Emergency
Procedures

27. Amenities: Cleanliness
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
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ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
st th
et ts de d
m e
s
en c
Ac con ntia del
on
t(
t. te l i ete
S) ten
nt nf
s or it
Pt t w
m m
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ith
ay at
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d u
be ion
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an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
Daily Housekeeping Guidelines are established and practiced
in Customer Service Excellence Handbook.
C
1. General Rules
 For clean and tidy outlet:
day.
• Rubbish bins to be emptied at the end of day
• To wipe display rack, table top and all furniture to
prevent accumulative dust.
2.
2 Inventory Rules
 Stocks to be segregated according to their life span.
 Available stock list to monitor the stock movements.
3.
3 Preparations before engagement of Services
 Observe personal hygiene.
 Sterilize or dispose used personal items.
R l
Replace used it
d items with new cleaned items.
ith
l
d it

28. Results: Review/Results
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
D G
o A
de or it n be
fro n L
r t di m oti en
Tr m ot RI
he ss ay fy s
ai I- at G
ni He te HT
O em co the ent
ng a m S
ffi in nt s to
lth pt :
ci at a e
Sc y t
al io in nd yo
o
ho In u
Se n co er u
ol ve se
cr of i nfi an
.
st th
et ts de d
m e
s
en c
Ac con ntia del
on
t(
t. te l i ete
S) ten
nt nf
s or it
Pt t w
m m
e
ith
ay at
Lt o
d u
be ion
or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
Implementation of family-friendly environment is in
initial stage
Grant Project initiated towards end of year 2012
Family-friendly marketing and promotions started after the
grant project
Quantitative Results
Performance Indicators
Results
From Jun-Dec 2012 to Jan Jun
Jun Dec
Jan-Jun
2013, average 12% increase
Service Performance
- Customer Satisfaction
FY12/13: Compliments (10) :
Complaints (1)
People Performance
- Staff Training
(annual training on targeted skill)
See Table
C
Financial Performance
- Sales Turnover

29. THANK YOU
If ON
by this FI
im m d DE
th me ist ocu NT
of e r di ake m IA
fe et at , en LI
nc en el pl t TY
LE
e tio y. ea ha :
un n As se s
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de or it n be
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r t di m oti en
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ol ve se
cr of i nfi an
.
st th
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m e
s
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on
t(
t. te l i ete
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m m
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ith
ay at
Lt o
d u
be ion
or t t
an ,
he
M
FC p
e
H rm
ai is
r & si
o
Be n
au
ty
C
Q&A SESSION