03 Mar 2026
Service from the Heart: A Story of Care and Connection
As Frasers Property Singapore refreshes and reimagines its retail experience, shoppers will notice new concierge counters, clearer wayfinding and refreshed communal spaces.
While on their roving duties, our Service Ambassadors provide real-time assistance using their digital tablets for guidance and recommendations.
What remains unchanged is the level of service our Service Ambassadors bring to every experience. Because while spaces evolve, community trust is built through everyday interactions.
A familiar face at the concierge
Periodically, a familiar visitor stops by the concierge counter at Northpoint City. There is no enquiry to lodge. Instead, it is a conversation that has become part of his routine.
For Sukor Sariff, Customer Service Supervisor at Northpoint City, this regular interaction is one of the most meaningful parts of his work. His visitor, who is on the autistic spectrum, finds comfort in predictability. The concierge counter has become a safe and consistent touchpoint within the mall.
Service Ambassadors like Sukor make the mall makes our malls feel welcome for all shoppers.
“I have a regular visitor who is on the autistic spectrum. As part of his routine, he comes over to the concierge counter to have a conversation with me. I look forward to that interaction and feel honoured to be a safe space for him.”
Their connection began simply, with a smile and a greeting.
“He visits Northpoint City regularly, usually heading to the library and stopping by his favourite store, Kiddy Palace. Each time he passes the concierge counter, I would make it a point to smile and acknowledge him. That small gesture helped break the ice.”
Over time, familiarity built trust. Sukor learnt how to gently guide conversations and help his visitor regulate when he felt overwhelmed. Gradually, the visitor began engaging not just with Sukor, but with the wider Service Ambassador team.
These moments may seem small, but they reflect something larger. For many in the community, Northpoint City is more than a place to shop. It is a familiar environment where routines are respected and individuals feel seen.
A steady presence amid change
Sukor and his colleagues with their EXSA Award certificates.
Sukor has spent more than 30 years in the service industry and now leads the Service Ambassador team at Northpoint City. A nine-time Singapore Retailers Association Excellent Service Award (EXSA) recipient, he believes service means paying attention to every interaction.
“I started out as a tour leader in 1994. That experience sparked my love for meeting new people and having genuine conversations. It made me realise how meaningful it is to be in a role where I can make someone’s day a little brighter.”
“I always start my day positively and put on an optimistic persona when I’m in uniform. That way, I can always be present for our shoppers.”
As Frasers Property malls are refreshed with a new brand and service identity, Sukor represents what remains constant. Professionalism, attentiveness and care, continue to anchor the retail experience.
The weight of a name tag
Our roving Service Ambassadors provide personal, anticipatory service on the ground.
A Service Ambassador’s role goes beyond answering queries or giving directions. They are often the first point of reassurance for shoppers who feel lost, anxious or overwhelmed. Roving the mall floors also allows them to do more for shoppers.
Over the years, Sukor has helped reunite a lost child with a distressed parent, assisted elderly shoppers who needed extra time and guidance, and supported individuals experiencing sensory overload by offering calm guidance and a safe pause.
There are quieter moments too. A regular shopper who stops by for a brief chat. A simple thumbs-up in passing.
These interactions reinforce that customer service is not only about answering queries. It is about creating a welcoming and inclusive environment where people feel supported.
The name tag may be small, but it carries weight—it represents accountability, empathy and the responsibility of holding space for an entire community.
A place that feels like home
Ask Sukor what makes Northpoint City special, and his answer reflects the spirit of the community it serves.
“Northpoint City is unique because the community here is very warm and familiar. Shoppers don’t just come in to buy something and leave, they stay to chat, share stories, and check in on us. It feels like being part of a neighbourhood rather than just a mall.”
Our malls are spaces where communities gather and connect.
As Northpoint City welcomes its refreshed look, these everyday interactions remain at its core. The mall functions as a ‘second place’, for the community to meet, connect and spend time beyond transactions.
The spaces may be updated and the counters may be new; but the heart of the experience continues to be shaped by people like Sukor and his team, serving the community with the same care as always.
Designing spaces that support care
When malls are designed around people, Service Ambassadors like Sukor are empowered to do what they do best.
More welcoming concierge counters, clearer wayfinding and accessible digital touchpoints are designed to reduce stress and support a more intuitive experience for shoppers of all ages and needs, reinforcing the malls’ role as community anchors.
Capability building is equally important. Through the Inclusion Champions initiative introduced since 2023, Service Ambassadors and participating tenants receive training to better support individuals with dementia as well as those with sensory and special needs.
To date, there are 110 Dementia Go-To Points and 81 outlets observing Calm Hours—quieter shopping environments with dimmed lights and lowered music—across Frasers Property Singapore’s malls.
Together, thoughtful design and service training work hand-in-hand to create a more inclusive and welcoming retail environment.