If you’ve always wondered how to create a remarkable and memorable experience for your customer, this is the book to read.

Competing on costs alone is no longer an option for Singapore retailers. With savvy, well-heeled customers, raising the bar in customer experience standards has been necessary. The success stories in this book will inspire and spur you to create a retail experience that customers will remember. Written by leading retail management professionals, this book is a comprehensive training guide for those in the retail industry. It will help you gain new perspectives on customer experience, and seize opportunities to transform traditional concepts of service.

“Going the Extra Smile is a much needed insight on what makes a shopping destination an ‘experience’ and a guide to successful execution!”

Terry O’Connor
Managing Director, Courts Singapore Limited

“This is a remarkable piece of work on customer experience! In today’s retail marketplace that is characterised by intense competition and overall similarity of stores and where product offerings are close to parity, creating and managing a positive and memorable customer experience is a key source of potential differentiation.

The materials clearly demonstrate the holistic perspective of customer experience and why it’s so important to keep the best customers in sight, constantly. I would suggest this as a good read for my retail colleagues as well as anyone who takes a keen interest in understanding the customers and it’s very reader-friendly. The authors have done a great job in distilling the best customer service experience in retailing into this book.”

Mr Choo Peng Chee
CEO, Cold Storage Singapore Pte Ltd

The 4Rs of Asian Shopping Centre Management
By Wee Keng Neo Lynda & Tong Kok Wing
Singapore: Marshall Cavendish Academic, 2006

Finally, the challenging issues of retail mall management in Asia have been brought together in an accessible form with The 4Rs of Asian Shopping Centre Management. This book addresses shopping centre managers, real estate investors, and retailers, though students of the retail industry will also find this book useful and informative.

The book introduces the types of shopping centres found in Asia and traces its evolution over the years. It discusses how different components of a marketing plan translate into successful shopping centres and offers tips on generating awareness of the opening day of a shopping centre. Finally it shows how correct management of daily operations of a shopping centre is a key factor to its success.

This book by Lynda and Kok Wing is a useful guide to shopping centre practitioners. Written in the Asian context, the examples and principles will relate well to practitioners in this part of the world.”

Vivienne Tan
President, The Association of Shopping Centres (Singapore)

“In the current context of the vibrant shopping centre industry in the region, this book certainly indicates the tremendous effort and great pains taken by the authors to produce such a guide. This book would certainly be an eye-opener to those entering the shopping centre industry, as well as for those who do not as yet have extensive hands-on experience.”

Richard Chan
President, PPK Malaysia

Budding Ideas at Work: A Practical Handbook to Get Entrepreneurs Started
By Wee Keng Neo Lynda & Matthew H. C. Sim
Singapore: Pearson Education, 2002

This book is an easy-to-read, comprehensive guide for anyone interested in becoming an entrepreneur. It covers both the hardware and software of entrepreneurship, from macro to micro issues. Written in a systematic way, the topics cover the basic fundamentals of starting and operating a business, helping to jumpstart a person’s business journey through helpful step-by-step guides and ready-made templates.

“A very practical and hands-on approach for anyone hoping to open a business. This book would also be very useful for established entrepreneurs needing to review the basic fundamentals required in expanding their business.”

Mr Seah Liang Chiang
President, Young Entrepreneurs’ Organisation, Singapore Chapter

This book is an excellent introduction for young adults to the world of entrepreneurship.

Dr Diana Young
President, The Association of Small and Medium Enterprises
CEO, Mil-Com Aerospace Pte Ltd

Managing the Brick-Mortar Retail Stores
By Wee Keng Neo Lynda & Cynthia Ng-Tang
Singapore: Pearson Education, 2001

Getting the basics of retail fundamentals and delivering the right store values can often be elusive for many retailers. This book provides a quick read for retailers who want to understand the working mechanisms of the retail shop floor better. Budding entrepreneurs who want to try their hands in retail would also find this book useful as it provides a quick orientation to the local retail trade.

“This book is a comprehensive reference guide for retailers, especially new entrants. Of particular significance is the chapter on e-tailing, an area which retailers must be aware of in order to keep up with the challenges in the new millennium.

Ng Lay Pheng
Marketing Manager, Retail, Suntec City Development Pte Ltd, Singapore

“In today’s intensely competitive market, retailers need to carve their niche and evolve. They need to embrace the new technologies, innovations and keep up with the times. However, these auxiliary strategies must be planted on well grounded basics. Managing the Brick-and-Mortar Retail Stores provides a comprehensive coverage on the “must-have” in retailing that retailers must excel in. It serves well as a reference matter for retailers in their operation matters. In an era of rapid obsolescence, life-long learning becomes critical. This book also serves well as a retail training resource.”

Dr Jannie Tay
President, Singapore Retailers Association