Singer, SLIM join forces to boost sales team stature


Aims to provide a world-class customer experience

Singer (Sri Lanka), the premier consumer durables retailer has collaborated with Sri Lanka Institute of Marketing (SLIM), the apex body for marketers, to launch an Advanced Certificate in Retail Services Marketing in a bid to equip Singer sales force with the best practices and industry knowledge in marketing.

This collaboration would contribute the Singer’s aim of elevating the customers’ experience to the next level backed by a well-trained staff. As a corporate with a customer-centric vision, Singer has always been keen on providing a unique customer experience and this initiative further helps in its endeavors. The Advanced Certificate in Retail Services Marketing provides that all-important opening for its sales staff to become future leaders while enhancing their marketing skills to better serve the customers.

Singer has been repeatedly recognized as a “Great Place to Work” for its initiatives that earmarked for creating employee trust and satisfaction that ultimately led to increased productivity, efficiency and enhanced service offerings. Singer’s initiatives in building its team stature has placed the company at the forefront in Sri Lanka’s retail segment with a strong year on year sales growth.

 “Singer is one of the largest conglomerates with an island wide presence and a strong sales network.  The company is renowned for its best in class customer service that has propelled it to greater heights. This initiative will further assist in our endeavors to streamline the best practices in customer service and further reinforce our brand presence in Sri Lanka” says Chief Executive Officer at Singer (Sri Lanka) PLC, Mahesh Wijewardene.

Apart from the newly introduced Advanced Certificate, Singer has established Singer Retail Academy, registered at the Tertiary and Vocational Education Commission (TVEC). The academy provides a Certificate course in Customer Care and Retail Operations, which acts as the foundation for a stellar career at Singer. The sales personnel who successfully complete it are directed to the Advanced Certificate in Retail Services Marketing. This program is well structured to enable the participants to learn from fundamentals to advanced marketing concepts.

Roshan Kulasuriya, Director – Human Resources and Business Integration at Singer (Sri Lanka) PLC comments on the novel initiative: “Singer accommodates over 3000 sales staff who are keen on taking up leadership roles in our organization. It is of utmost importance to mould them to be sales professionals and providing them a validation with an Advanced Diploma offered through SLIM – a key investment that we are banking on. Prioritizing on employees and their future prospects have reinstated a sound environment where we can better serve our customers.”

Singer (Sri Lanka) PLC is the leader in consumer durables market and is renowned for offering a wide range of top-quality local and international brands to its growing number of consumers across the country. With over 430 retail outlets, Singer owns a portfolio of over 600 electronic items, 1200 home appliances and boasts more than 50 internationally renowned brands. Singer has been awarded as the number one people’s brand for fourteen consecutive years at the SLIM-Nielson people’s awards.

Photo Captions

1. From Left to Right: MOU sharing with the participation of Lalith Yatawala, Finance Director – Singer Sri Lanka PLC, Mahesh Wijewardene, Group CEO – Singer Sri Lanka PLC, Roshan Fernando – President at SLIM,  Nuwan Gamage, Vice President – Education at SLIM, Sanath Senanayake – CEO/Executive Director at SLIM.

2. Singer partnered with SLIM to elevate customer experience via effective leadership development. The launch of Advanced Certificate in Retail Services Marketing took place at Singer Head office.


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