| DOWNTOWN EAST |
Overview |
Downtown East, formerly called NTUC Lifestyle World, is located next to Pasir Ris Park and is a 10-minute drive from Changi International Airport. Occupying 14. 7 hectares, it was officially opened on 5 November 2000 after being redeveloped at a cost of S$30 million. Today, Downtown East offers union members and Singaporeans comprehensive lifestyle and entertainment choices at affordable prices. |
Strategy |
Mission |
Downtown East is a one-stop leisure and entertainment hub targeted at families and youths. This evident from the range of services and facilities which cater to all age groups. |
Product & Service Mix |
As a landlord, Downtown East has incorporated a range of vendors across different industries namely resorts, theme parks, F&B, health and beauty services, retail shops, arcade gaming, Kids Club, which cater to the different needs of the family members. |
Marketing & Promotions |
Downtown East’s main channels for marketing and promotions are through print media and their website.
Downtown East holds regular joint promotions with its tenants targeted at families. There are coupon promotions and fun activities where the whole family can enjoy. |
Service |
Service Attitude |
Training is provided to reinforce the importance of service during orientation and refresher courses will be conducted for the staff. Tips on how to engage and handle children and physically challenged guests are shared during staff briefing.
Staffs are deployed at key points – HelpStation. Customer feedback form and mystery shoppers are used to gather feedback on customer experience. |
Nurturing service care |
Interview with staffs revealed that staffs are empowered to manage customer satisfaction, and there are channels to make suggestions and give feedback on improving the Club’s product and service offerings.
A Guest Centric Department has been formed to put in place systems to gather customer feedback and satisfaction level. Service leaders and service champions are identified.
The information obtained from the customer feedback are compiled and analysed by the Guest Centric Department where areas for improvement are identified and corrective action taken. |
Safety first |
Procedures on how to handle emergencies during tours are in place and deployed. Staffs are briefed and provided with information to handle lost kids, injuries, etc.
Security is provided by an in-house team. SOPs and guidelines are available and reviewed by external parties like security consultant and SPF.
Lockers are available for rental for families to keep their belongings. |
Infrastructure |
Access & Layout |
The Downtown East premises’ layout is designed for ease of movement for members of the family, including special needs of families, the elderly and the physically handicapped. The club adheres strictly to all requirements of BCA and URA. |
Facilities |
Floor tiles are chosen carefully to ensure guests do not slip, especially areas used by children.
Facilities in the Club cater to the needs of all members of the family, e.g. gradual slope at main entrance for wheel chair & strollers, handicap lift, including to swimming pool, railings, handicap toilets and baby diaper changing areas.
Rest areas are available for families with young children and elderly. |
