SAFRA YISHUN CLUB |
Overview |
SAFRA was formed in 1972 with the objective of helping the Singapore Armed Forces build morale and camaraderie amongst NSmen to foster a cohesive fighting force. Since then, SAFRA has grown into a prominent organisation with a network of clubs to provide quality social, recreational, sports and educational facilities for NSmen and their families. SAFRA Yishun Club is one of the current five clubs and positions itself as an adventure hub, which challenges NSmen, together with their families, to adopt a more risk-taking mindset and achieve greater growth. |
Strategy |
Mission |
To position itself as a Pro-Family Business, SAFRA Yishun aims to be a one-stop leisure and adventure hub targeted at National Service men and their family members and friends. |
Product & Service Mix |
SAFRA Yishun is positioned as an adventure club, and has developed family-friendly adventure activities that further extend the adventurism of NS family. Facilities available for families include Child Development Centre, Indoor Bouldering Gym, Canopy Challenge Walk, Arcade and LAN gaming.
Restaurants like Eatzi Steakhouse & Bistro and Imperial Garden Restaurant provide a one-stop location catering to all families. |
Marketing & Promotions |
SAFRA Yishun organizes events like "Rock! Party". This is a 2-hr exclusive use of an adventure facility complete with an instructor, goodie bags for guests to the party and also a birthday gift for the host.
SAFRA Yishun June promotion included a 3-in-1 Saturday Getaway where families went on an educational trip to Desaru Fruit Orchard, Kota Tinggi Waterfalls and Fireflies River Cruise. These are activities that enrich the children’s lives as well as create a bonding session for the families. |
Service |
Service Attitude |
To make families feel welcomed at SAFRA Yishun, frontline staff are trained in a standard greeting for walk-in customers and phone enquiries. They undergo Service Quality training on customer relationship skills. Staff are empowered to manage customer satisfaction by doing service recovery and are encouraged to provide feedback and suggestions on improving the Club’s products and service offerings. |
Nurturing service care |
The club also organizes monthly surprise programmes such as water festival for families to participate in a team, giving out of fruits to encourage healthy living and distributing ice cream to entertain children and their family members. Special promotions on adventure learning programmes and air pistol/air rifle proficiency course also caters to all ages of the family. |
Safety first |
To provide a safe environment for families, the club’s staff are briefed and given guidelines on handling of lost children and minor injuries. Security staff and staff identified as life-savers are trained on standard first aid and casualty evacuation. |
Infrastructure |
Access & Layout |
The clubhouse is designed for ease of movement by all members of the family, including those with special needs, the elderly and the physically handicapped. Non-slip flooring and tiles were chosen carefully to ensure the safety of guests, especially the elderly and children. There is a gradual entrance at the main entrance for wheel chair and strollers, handicap lift and toilets, railings around the premises and diaper changing areas. |
Facilities |
Besides its wide range of facilities that include a swimming pool, air weapons shooting range and restaurants, the club has taken into consideration extra infrastructure for the convenience of families. These include rest areas for families with young children and the elderly, rental locker facilities and handicapped toilets at every corner of the club. |
