With employee experience (EX) taking centre stage in the workplace, more organisations are committed to building a strong employer brand that enables them to attract and retain talent, and ultimately improve overall organisational performance. Dah Sing Financial Group has been an employer of choice known for its progressive corporate culture and efforts to enhance the employee experience in a way that delivers win-win outcomes for the company and its staff.

This is the ninth consecutive year that the Group has received the "Employer of Choice Award". According to Amy Chan, General Manager and Group Head of Human Resources, the Group is honoured to have received this prestigious accolade once again. This year, the Group also received the ¡§Employee Experience Award¡¨ in recognition of its efforts to elevate the employee experience.

According to Chan, a commitment to perfecting the customer experience is one of the key factors that make a company an employer of choice. The Group, which is committed to creating value for customers by providing an outstanding service, has long adhered to its seven core values: Customer Commitment, Financial Strength & Risk Management, Operational Excellence, Employer and Employee Commitment, Integrity, Compliance, and Innovation.

¡§Customer Commitment has always topped the list of our seven core values. We¡¦re committed to delivering a customer-centric experience and an outstanding service. In recent years, our strategy has been to elevate the employee experience in order to provide an even better customer experience. We believe that this is one of the key factors that makes us an employer of choice,¡¨ said Chan.

Five Focus Areas for an Excellent Customer Experience

There are five key focus areas in our customer experience strategy, namely Agility, Commitment, Innovation, Sincerity and Trust, which are critical to our core value of customer commitment. ¡§Based on these five areas, we¡¦ve developed a series of experiential learning programmes for our frontline colleagues. Through customer interactions, simulated scenarios and a diverse range of hands-on activities, our staff are able to acquire an in-depth understanding of our customer experience goals and integrate them into their daily work, thereby improving customer satisfaction. Last year we saw a significant improvement in all key metrics of our ¡¥Customer Satisfaction Survey¡¦, which is a testament to the efforts of our teams and the success of our strategy,¡¨ Chan explained.

Reinforcing the Group¡¦s Corporate Culture and Values Through ¡§Theme Weeks¡¨

Over the years, the Group has held an array of activities to showcase its commitment to creating a flexible, healthy and comfortable workplace, as well as enhancing the employee experience. These have included four special ¡§Theme Weeks¡¨ ¡V a ¡§Customer Experience Week¡¨, ¡§Culture Week¡¨, ¡§EVP Weeks¡¨ and ¡§Wellness Week¡¨ ¡V which help to raise awareness of the Group¡¦s unique culture and values, as well as motivate employees to apply these values to their work.

The Group is also committed to adopting the latest digitalisation trends, including integrating innovative ideas and digital experiences into physical events. During last year¡¦s ¡§Culture Week¡¨, a virtual platform named Dah Sing Cultureland, showcasing the Group¡¦s culture and values through seven virtual adventure games, each representing one core value was launched, while a 3D toy claw machine and an online game developed by our employees were offered during the physical event. ¡§We hope that the different digital experiences will help our employees to deepen their understanding of our culture and values in an engaging and interactive way,¡¨ Chan added.

Meanwhile, ¡§Wellness Week¡¨ reflects the Group's commitment to employee well-being, and features a series of activities that give employees a fun and engaging break from their daily tasks, such as coffee tasting, body massages, dancing, and yoga sessions
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Fostering a Speak-up Culture

As an employer of choice, the Group is committed to engaging with its employees. Therefore, it strives to build a speak-up culture where staff are encouraged to voice their opinions via four channels: a whistleblowing mechanism, staff grievance procedures, an Employee Support Programme, and a Culture Survey.

¡§To encourage a speak-up culture, we also organise a ¡¥Happy Hour with CE¡¦ event that enables colleagues to engage directly with our Chief Executive,¡¨ said Chan. ¡§The Group is delighted to see the positive outcomes of these initiatives. Looking ahead, we will continue to listen to employees and elevate the employee experience by introducing more employee-friendly arrangements. This will allow us to provide an enhanced customer experience that creates more value for customers.¡¨