“At Singer (Sri Lanka), customer excellence is not simply a principle but the lifeblood of our operations”

Q: What customer excellence principles make your company stand apart?

A: At Singer (Sri Lanka), customer excellence is not simply a principle but the lifeblood of our operations. Anchored in our heritage of trust and innovation, we embrace unparalleled customer centricity.

Our unwavering commitment to unparalleled customer centricity is evidenced in being named People’s Brand of the Year at the SLIM-Kantar People’s Awards for 18 consecutive years. We prioritise convenience, quality, affordability and robust after sales support across Sri Lanka.

Our vast retail network offers over 406 retail outlets and 1,250 dealer points coupled with advanced e-commerce capabilities, ensuring that we are accessible in every corner of Sri Lanka.

By combining robust after sales service, flexible financing options and a loyalty programme that truly rewards our customers, we create partnerships that last a lifetime.

Q: Against the backdrop of economic challenges and ever-changing market dynamics, how should organisations mitigate high costs while delivering value to customers?

A: In challenging times, adaptability and innovation are key. Singer mitigates costs by leveraging local manufacturing for products such as refrigerators, washing machines, furniture, sewing machines and water pumps, reducing import dependency.

Through strategic partnerships, supply chain optimisation and a focus on digitisation, we streamline operations to control costs.

Our approach ensures value through competitive pricing, energy efficient product offerings and accessible payment solutions such as our Simple Pay programme ensure customers receive more for less, making quality accessible without compromise.

Q: The need to provide holistic customer experiences is rapidly gaining importance. What is your interpretation of this?

A: Holistic customer experiences encompass the full journey a customer takes with a brand, ensuring every touch point is seamless, personalised and rewarding.

For Singer, this means creating an ecosystem of trust, convenience and enrichment that extends beyond mere transactions. It’s also about understanding customer aspirations and delivering solutions that enrich lives.

Whether through our integrated digital platforms, efficient service centres or a portfolio of energy efficient products, we aim to make every interaction seamless, meaningful and transformative.

Q: What is your organisation’s approach to customer excellence?

A: Singer’s approach is built on three core pillars that reflect our commitment to excellence, innovation and community. At the heart of our strategy is customer centricity, where every decision – spanning product development, loyalty programmes and flexible payment plans, and a diversified product portfolio – is driven by customer needs.

Our omni-channel presence – encompassing physical stores, e-commerce and social platforms – ensures seamless accessibility while robust feedback mechanisms and training for over 3,100 employees help us adapt and maintain our position as Sri Lanka’s most trusted consumer brand.

Guided by continuous improvement, we embrace digital transformation, modernising processes to enhance interactions and deliver superior experiences. Beyond sales, we provide a comprehensive after sales framework, expand access through digital platforms and support communities via initiatives like the Singer Fashion Academy.

Through community engagement, we drive societal progress with impactful corporate social responsibility efforts, skills training and the promotion of local entrepreneurship, empowering individuals and fostering shared growth.

Together, these pillars underscore our mission to exceed expectations with tailored, reliable and innovative solutions that inspire trust and improve lives.

Q: How does your organisation harness the power of data and analytics to elevate customer experiences?

A: Data is the compass that guides our customer strategies. By analysing purchasing patterns, engagement metrics and feedback, Singer personalises offerings and enhances satisfaction.

Our loyalty programme leverages these insights to reward customers meaningfully while our digital transformation initiatives optimise the shopping experience both online and offline.

Q: What challenges does your sector face at this time?

A: The consumer retail sector is grappling with rising costs, fluctuating exchange rates, changing technology and competition from informal markets. These challenges test brand loyalty and affordability.

Q: And what are your organisation’s future plans?

A: Singer is poised for a future shaped by innovation and sustainable growth, with a clear focus on four key strategic pillars. Product expansion will play a crucial role in this transformation with the introduction of cutting-edge energy efficient appliances.

This initiative aligns with the growing demand for sustainable living and reflects Singer’s commitment to providing eco-friendly options that help customers reduce their carbon footprint.

Digital transformation is another cornerstone of Singer’s strategy. By advancing e-commerce platforms and integrating sophisticated customer relationship management (CRM) systems, we aim to enhance customer engagement, personalise shopping experiences and streamline operations. This will ensure that Singer remains at the forefront of customer service excellence, leveraging technology to foster deeper connections and improve overall satisfaction.

Furthermore, strengthening local manufacturing is integral to reducing the company’s reliance on imports.

By scaling up domestic production, Singer not only ensures greater supply chain efficiency but also contributes to the local economy, creating jobs and promoting self-sufficiency.

Telephone 5400400  |  Email singer@singersl.com  |  Website www.singer.lk