2018 International Customer Relationship Excellence (CRE) Awards

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Crowne Plaza Hong Kong Kowloon East

Hong Kong

Hong Kong

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The International Customer Relationship Excellence (CRE) Awards is open now for application and nomination. The CRE program has revolutionized the CRE experience economy and the future vision of CRE Leaders and CEO’s to effectively engage both their employees and the global mobile consumers now.

As the most prestigious and internationally recognized Awards on Customer Relationship Excellence, the CRE Awards brings together strong public endorsement, CRE iconic brand, and attention from global consumers, brand trackers and global investment analysts.

CRE Leadership is an Inspirational Journey! The Goal is to effectively engage and advocate CRE Leadership & best practices in international cities across regions, recognize government bodies, firms, business units, teams, leadership and professionals who contribute to the success of both customers and firms served.

Some CRE Leaders & winners from across the globe receiving individual and corporate awards are:

Hong Kong

DBS Bank, HK Jockey Club, Fidelity, HKElectric, HK Tourism Board, HKObservatory, 1O1O, McDonald’s, Disneyland, Ocean Park, AIA, AXA, MetLife, Prudential, MTR, HSBC, INVESCO, Standard Chartered Bank, Henderson Land, Hang Lung Properties, Great Eagle Properties Mgt, QHMS,Hong Yip, DHL, FedEx, HP,Citybase, Goodwell, Bonjour, Hopewell, Sino Property Services, Bank Consortium Trust, SONY, PCCW, PCCW Media Group, Dah Chong Hong, CITIC Telecom Int’l CPC, HK Airlines, HGSAL, Groupon, The Executive Centre, Watsons Water, DYXnet, PolyVision, Zurich, New World Development, Hutchison Telecom,China Taiping Insurance ,Celki


DHL Express, Land Transport Authority, RHB Bank, Manulife, Starwood Hotels,SAP, SBS Transit, Sentosa Leisure Group, Singapore Airport Terminal Services, Wing Tai, Singapore General Hospital


Far EasTone Telecom, Citi Bank (Taiwan),Taiwan Star Telecom, DHL Express, Chunghwa Telecom,Taipei City Government, Chinatrust Commercial Bank,Eastern Home Shopping Network, Directorate-General of Personnel Administration Executive Yuan, ING Antai Insurance,Chain Sea Information, Taiwan Teleservices


Lenovo Services, IBM, Haier, AEON, China Pacific Life Insurance, China Post Life Insurance, DHL-Sinotrans, Microsoft, China Telecom, China Mobile, China Unionpay, TCL, Shenzhen Gas PCCW, China Telecom Global, China Enterprise Communications, ZTE, Shanghai Wheelock Squares, WTTO,AIA, China CITIC Bank, Jiangsu Chengzhong Garden, Shanghai Forte, CIBONet

SE Asia

AIA Bhd., Manulife Cambodia, Astro Malaysia,Advanced Contact Center, PT XL Axiata, Dialog Axiata, RHB Bank Berhad


Eptica, S.W.I.F.T. SCRL


AXA Life


DHL South Africa

Why you should join this prestigious international awards:

  1. The CRE Awards offers the most comprehensive assessment and respected international recognitions in Customer Relationshipwith international bodies and business leaders' endorsement. Organizations can review their Customer Service processes, system and strategy to improve Customer Service quality.
  2. The CRE Awards recognition increases and enhances Corporate brand, credibility and image internationally.
  3. Learn the latest innovative CRE practices from the World-Class CRE Leaders and stay ahead of the competition.
  4. Increase customer centricity, perception and confidence in dealing with the organization. Employee will be able to deeply understand the customer focus and customer experience culture to enhance work efficiency.
  5. Market leaders can learn more world-class customer service best practices in order to establish well-planned company mission and vision for long-term planning of CRE & CSQS international Corporate development blueprint.
  6. Continuous improvement opportunities and benchmarking of the organization's Customer Service efforts with the overseas and local market leaders through APCSC's CRM Benchmarking program.
  7. Benefit greatly from the best practices and critical success factors from the world-class framework updates outlined in the Customer Service Quality Standard (CSQS).
  8. Greater focus on Customer Service and Relationship Excellence culture throughout the entire organization.
  9. Increase morale, employee engagement and corporate team spirit at all levels of the organization
  10. Far-reaching promotions and exposure of winners in the entire region through our internationalevents, media partners, supporting organizations and news coverage.

Assessment Procedures (For more information, please click here.)


Erollment Deadline 28 Febuary 2019
Self Assessment Questionnaire March 2019
Business Case Presentation in Hong Kong 7-8 March 2019
Mystery Calls / Mystery Visits March to April 2019
CSQS & CSKM On-Site Assessment March to April 2019
Public Web Voting 1st April to 1st May 2019
Final Assessment by Judging Panel May 2019
CRE Awards Dinner Ceremony 21 June 2019
Press Release & Publication of Newspaper July 2019


  1. 1. Letter of Application
  2. 2. Telephone / Face-to-Face Interview

The Customer Service Quality Standard (CSQS), a world class assessment framework, is the essential CRE assessment criteria of CRE Awards. CSQS has the four major components that are recommended for the organization to follow and implement:

Ø Management leadership and responsibilities

o CRE vision, mission, value and strategies for attracting and retaining customers, customer pledges, satisfaction goals

o Leadership effectiveness, organization review and integration

o Management reviews, actions and engagement

Ø Resource management

o Resources planning, utilization, review and upgrade

o Human resources development, training strategy

o Information, facilities, technology, environment, health and safety programs and improvement

Ø Process management

o Process planning, SOP, CSKM, review, analysis, and improvement with customer service unit feedback

o Product, service, operation, clientele delivery and development

o Customer interaction channels, service, support best practices

Ø Performance management

o Performance management system with customer, financial, staff and service KPI categories

o SLA and SLM programs and reports

o Data analysis, benchmarking performance

The CRE Corporate Awards Assessment Process provides significant benefits for all participating companies to learn and benchmark with international market leaders. (For more information, please click here.)

1.Self Assessment Questionnaire

APCSC would provide the latest comprehensive KPI measurement checklist based on the framework of CSQS to the participants to complete the Self Assessment Questionnaire. The checklist could help the company to identify and benchmarking their service and support operations standard. It also provides the continuous improvement opportunities to the corporate.

2.Business Case Presentation

Award Participants have the opportunity to present their business case at the 2-day Customer Loyalty Award Forum that is only open to the participants of the CRE Awards and APCSC corporate members (HK$20,000 for non award participants/members). The forum provides an international platform to the companies to share, learn and compare the best practices with others market leaders from different industries mutually.

3.Mystery Calls / Mystery Visits

APCSC will visit (in the case of a Customer Service Center) and/or make telephone calls to the participating Contact Center or Help Desk according to a comprehensive 5-point scale’s evaluation form to evaluate service quality and for comparison against the self assessment.

4.CSQS On-Site Assessment

The CSQS On-site Assessment will be conducted by CRE Awards judging panel. Applicants will be audited and measured against the CSQS standards to check for compliance in the respective areas and critical success factors for CRE. CRE Awards Organizing Committee would give strategic and insightful feedback to the participants for improving and reaching higher CSQS Level and CRE standard continually.

5. Public Web Vote

A shortlist of finalists will take part in the final round of public webvoting wheretheir corporate logo and name will be promoted internationally by APCSC and the international media partners and supporting organizations. The general public will have the opportunity to place a vote for the shortlisted participants via APCSC’s homepage. The web vote page will be created and promoted by APCSC and our media partners and supporting organizations*. Participants could increase their public exposure and enhance their brand image during this stage.

Please find the enrollment fee, Membership and Marketing & Promotion Packages table for your reference.



Customer Relationship Excellence Awards (Corporate)


Additional Corporate Categories (per)


Customer Relationship Excellence Awards (Individual)


Certificate in Customer Service Management (CCSM) training to implement and comply with CSQS for the CRE Awards assessment criteria (Corporate Membership has included 3 CCSM quota with many other privileged benefits)

26,000/2 people

The Customer Service Quality Standard 16.0 (CSQS) as the CRE Awards standard has taken the best practices from CRE Awards winners to raise the level of benchmark and standards each year.Become internal customer champions and service auditors to implement the CSQS and by first joining the Certificate in Customer Service Management(CCSM) course so as to prepare well for the International CRE Awards.

CRE Leadership is a Journey of Championships for all dedicated customer championsto excel globally!

Please also feel free to find out more and follow us on:

  • Twitter: @CREAwards
  • Linkedin/Facebook/Google+/Youtube: Asia Pacific Customer Service Consortium
  • Sina Weibo: weibo.com/apcsc
  • Contact: Alan Poon(00852-21741428
  • Email: creawardsorg@apcsc.com
  • Wechat: APCSC_CRE
  • QQ:2303712688

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Crowne Plaza Hong Kong Kowloon East

Hong Kong

Hong Kong

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