Building Bonds With A Sweet Surprise

CapitaCommercial Trust reaches out to tenants with a refreshing experience

Issue: Jul 2011

Ice Cream Day
Ice Cream Day brought an icy surprise that warmed tenants' hearts

Earlier in May, tenants of CapitaCommercial Trust (CCT) properties all over the sunny island of Singapore were in for a surprise treat - free ice cream for everyone, courtesy of their landlord!

CCT hoped to convey the message that it is a landlord who is different and cared about its tenants' needs. As such, it rolled out an exciting tenant engagement programme for 2011 with Ice Cream Day being the first of some delights for tenants. Given the sweltering heat, the refreshing ice cream won more than just smiles but also an appreciation for CCT's thoughtful gesture.

Juet Ling, Associate Director of HSBC Private Bank (Suisse) SA exclaimed, "Great to know that CapitaLand values its clients and this small little way of showing appreciation will definitely go a long way!"

Over at One George Street, Philip S. K. Tan, Vice President and Head of Corporate Services (APAC) from The Northern Trust Company shared, "We are pleasantly surprised and look forward to further initiatives to forge close interaction between the landlord and tenant."

Pleasure of Giving

CapitaLand staff from all seven CCT properties - namely Capital Tower, One George Street, Raffles City Tower, HSBC Building, Wilkie Edge, Bugis Village and Golden Shoe Car Park, - were mobilised for Ice Cream Day. And they certainly experienced firsthand that giving was better than receiving.

CapitaLand staff
CapitaLand staff enjoyed a rare time of bonding with tenants

"It gave me a chance to chat with tenants and see the look of delight on their faces when they received the free ice cream. This activity also provided me with the opportunity to interact with colleagues from other departments," said Sha'izad Bin Md Jaffar, Senior Executive (Property Management) at Capital Tower.

Shannon Tay, Manager (Marketing & Leasing) at One George Street said, "Helping out during Ice Cream Day at One George Street allowed me to strengthen my rapport with tenants especially those whom I communicate with on lease matters. It brings me closer to them. Moreover, it was a pleasure to see so many happy faces during the event!"

Fostering Bonds that Last

Since its inception in 2004, CCT has enjoyed a committed occupancy rate of 95% and above. To show its appreciation for tenants' support, CCT organised ad-hoc activities such as talks, movie screenings and arts performances. With the tenant engagement programme in place, tenants can look forward to more exciting events in the pipeline such as networking events, sports and lifestyle activities.

"When we brainstormed on the current year's tenant engagement programme, we were mindful to think of various types of activities to suit the different interests within a tenant's organisation," said Dawn Lai, Head of Marketing and Leasing at CapitaLand Commercial Management Pte Ltd. An online survey was also conducted right after Ice Cream Day, in order to find out what kinds of activities tenants would be keen in.

Landlord of Choice

However, activities aside, it was the daily interactions that rooted tenants' impressions of CCT as well.

The tenant engagement programme will be rolled out at all CCT properties to foster greater bonds and show appreciation for the tenants' continuous support
The tenant engagement programme will be rolled out at all CCT properties to foster greater bonds and show appreciation for the tenants' continuous support

Anthony Smith, Senior Vice President (Corporate Real Estate & Administration) from HSBC shared, "I have found CCT to be honorable and supportive in all my dealings to date. As we renovate the entire HSBC building, CCT has been supportive and practical in performing their role in this complex project."

Special gestures also went a long way for Rajendra Bhambhani, Chief Executive Officer of MF Global Singapore Pte Ltd, who recalled fondly of the Chinese Lunar New Year celebration in February. "We appreciated that the landlord engaged a lion dance troupe to perform the traditional 'Cai Qing' in our office. That was a proactive and novel initiative welcomed by my office colleagues as we soaked in the festive upbeat mood that period!

"CapitaLand has demonstrated support and is accommodating in its attempts to meet our requirements. We are satisfied with the prompt attention and follow-up actions by CapitaLand when feedback was given, for example over the cleanliness of the restrooms and request for frequent security petrol over the weekend," he said.

And CCT is committed to stay constantly engaged with its tenants in ways that will make their stay with them comfortable.

Lynette Leong, Chief Executive Officer of CapitaCommercial Trust Management Limited said, "By being proactive and responsive in addressing and exceeding tenants' needs and requirements, CCT hopes to add value and enhance customer satisfaction, so as to become the 'landlord of choice' and build long-lasting relationships with our tenants."

The tenant engagement programme has indeed opened up more avenues to reach out to tenants, allowing CCT to make every effort to differentiate itself from other landlords.

With Ice Cream Day generating such a delightful response, CCT tenants can surely look forward to yet another wonderful surprise coming up in the next half of this year!

Take a pictorial walk through the pleasant surprise at all seven of the CCT properties in the INSIDE gallery section.

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