Signature Experience

For managing director Tan Kee Choong, the customer experience is the guiding force behind everything signature kitchen does – that, and providing expertise in kitchen design.

- Oliver Featherston

When talking to Managing Director Tan Kee Choong, it becomes clear pretty quickly how Signature Kitchen got its name. The guiding principle behind everything he does within Malaysia’s largest kitchen manufacturer and retailer is providing a “signature experience” to the customer. From the design stage to the ordering, delivery and installation of new kitchens, his commitment to customer satisfaction is absolute.

“We emphasise on the buying experience,” says Kee Choong. “We’re consistently improving our operational excellence to deliver a good service experience to customers. What I believe is that we’re not just competing on products and prices – we’re talking about a focus on every touchpoint, from planning to delivery and beyond. It’s not enough just to advertise our products and prices. It’s about delivering a totally hassle-free customer experience.”

It’s no surprise that Kee Choong is so deeply invested in Signature Kitchen and its customers; in 1994, he left an executive position with a renovation company to start off Signature Kitchen with Co-Founder Dato Michael Chooi. He’d spent enough time working in the home design sector, incorporating both technical skills and customer skills. As far as he was concerned, it was time to strike out on his own terms.