President's Message
Dear members,
Deepening Bonds Through The HomeTeamNS Brand
It has been a remarkable year for all of us at HomeTeamNS, as we celebrated 55 years of National Service with the official opening of our newest home at HomeTeamNS Bedok Reservoir. After weathering the storm of the pandemic, we have emerged more resilient and reinvigorated, which is reflected not only in our numbers but also in our growing brand presence in the digital space that ignited positive sentiments, leading to a profound sense of satisfaction among our members.
In this era of bite-sized videos and word-of-mouth content marketing, our one-of-a-kind self-managed facilities such as Adventure HQ, TactSim and T-Play Indoor Playground at Khatib clubhouse, as well as Action Motion and East Villa at Bedok Reservoir clubhouse proved to be a draw in the digital space. We have captured significant media interest and visibility, from mainstream outlets to influential social media personalities. The impact has been astounding, not only have we achieved an all–time high of $3.6 million in Media Advertising Value for FY2022/2023, but our members also resonated deeply with our brand.
Propelled by the wave of positive media endorsement, our brand’s affinity with members reaches new heights. 82% of our members surveyed in the 2022 Members Satisfaction Survey indicated that they feel proud to be part of HomeTeamNS Family, an increase from 75% in 2021.
Likewise, corporate teambuilding has become one of the key strengths of our brand identity. We have yielded great results in our concerted marketing and operational efforts to position HomeTeamNS as a one-stop touchpoint for team-related building programmes such as staff retreats and corporate family days. In the past year, we have conducted an impressive 107 programmes in total.
Future-proofing Our Clubhouses
Delivering quality service is core to everything we do at HomeTeamNS. Our next-gen clubhouses and its unique facilities allowed us to stay ahead of the curve to ensure that we remain relevant and adaptive to the needs of Home Team NSmen and their families. I am proud of the progress we have made so far in providing sustainable solutions for our members and the communities we serve.
One key area in which we have shown vast growth in is the evolution of our digital customer journey. As the world gradually shifts towards the reliance of digital channels like social media and live chat to interact with businesses, HomeTeamNS has also adopted a more cohesive customer experience, both online and offline, via multiple touchpoints such as the HomeTeamNS Mobile App, HeyIrene Chatbot, Self-Help Kiosks and QR code gantries at clubhouse facilities, and most recently, the introduction of our nifty digital ambassador, Temi at Bedok Reservoir clubhouse where he assist in navigating members around the clubhouse and address enquiries about the facilities.
To reward members, a HomeTeamNS Rewards+ Loyalty programme was also rolled out this year where members can earn points through their daily transaction with HomeTeamNS to offset their future renewals and bookings via the Mobile App. To date, our HomeTeamNS Mobile App has served and garnered over 180,000 downloads.
In this still-evolving new normal, we have seen much of the world returned to in-person gatherings. On the ground, the team had worked hard to create a more people-centric urban environment by revitalising our existing clubhouses like HomeTeamNS Bukit Batok and Balestier, to give the familiar spaces a new lease of life through revamps and enhancement works. We have also seen the return of some of our signature events such as “National Day Picnic by the Bay”, “SkillFest” and “REAL® Run”. As an avid soccer fan, I was very heartened to soak in the World Cup fever along with the patrons this year at some of the ‘Live’ screenings of FIFA World Cup 2022 at our clubhouses where all 64 matches were screened live for free.
Empowering Every Generation
National Service is a shared legacy across generations and part of every Singaporean’s life. With strong support and affirmation from the community, our Family Membership numbers have reached an all-time high of 31,339 members!
From Gen X through to the Millennials to Gen Z, and now to the Alpha generation, it has become increasingly important for us to broaden our services and offerings to cater to the different member profiles and lifestyle needs. For example, for our popular movie screening event, we carefully curated diverse films that appeal to all ages. We organised movie screenings for classics like Elvis that resonate with our GenNext members and modern favourites, like Minions 2, that captivate families with younger kids. Likewise, at Fitness Workz, besides having state-of-the-art equipment for high-intensity workouts, we are also equipped with machines for low-impact exercises, perfect for our older members looking to maintain their fitness and mobility.
In today’s evolving landscape, our newer generations are in fact driving growth behind Environmental, Social and Governance (ESG) initiatives. Likewise, sustainability remain one of the key narratives in HomeTeamNS’ communications effort this year. In February 2023, HomeTeamNS Khatib was nominated for the Annual ASEAN Energy Awards, under the Green Building Award (Large Building) category. The annual ASEAN Energy Awards is Southeast Asia’s highest award for excellence in the field of energy efficiency and conservation in buildings and green buildings.
Appreciating that our members are our greatest asset, HomeTeamNS continuously strive to enhance the customer experience journey. I am proud to share that we have maintained a high rating of 9.4 Customer Satisfaction (CX) and an optimistic Net Promoter Score (NPS) of +79 for our self-managed facilities.
Paving The Road Ahead
It has been a transformative year for HomeTeamNS in terms of achievements, milestones and transitions. You have heard of the plans to close HomeTeamNS-JOM Balestier in Q1 2025. It’s a decision that we have made for HomeTeamNS to grow with time. As we progress, our members’ lifestyle and recreational needs evolve, and we must adapt to the changes by further rationalising our facilities to focus our resources and efforts on enhancing our operations at the other Clubhouses. Thanks to the team’s dedication, HomeTeamNS today is the club of choice for our NSmen.
I am excited to climb the next curve of collaboration. This year will be an exciting year, as we embark on our Strategic Review journey that will shape our trajectory for the next five years. As we set sail into this new chapter, I eagerly anticipate meaningful engagements with all valued volunteers and members through volunteers’ focus group discussion, dialogue sessions with senior leaders of HomeTeamNS and the forces as well as members’ survey, to uncover fresh perspectives, innovative ideas and actionable plans that will fortify our foundation further and guide us toward our future. We welcome all your feedback, suggestions, and ideas. Feel free to drop us a message through this form.
I look forward with excitement to journeying with you through this inspiring path of transformation ahead of us.
