Wang Foong’s excellent service Sam

On Wang Foong Foodstuffs Suppliers’ website there’s a tagline that says “Expect nothing less than EXCELLENT”. And it’s no empty boast!

I experienced first hand such excellent service that I’m quite astounded how a little factory outlet tucked away in the boondocks of Wooodlands could cultivate such customer centric behaviour that leaves so many big organisations like banks — not to say SMRT — and Cold Storage lagging so far behind as to be out of sight!

This is how I got to know Wang Foong.

Last Sunday, Dec 18, I was at OperaViva’s last soiree for the year held at founding chairman Leow Siak Fah’s imposing home off Kheam Hock Road.

Besides the excellent singing and a solo poetry recital on “The night before Christmas”, there was, as always, plenty of food. Besides the host family’s signature dish of mee siam, several of us brought something to share, pot luck style.

And it was the least inspiring looking contribution that caught my eye and taste bud.  Note that dark little lump on the extreme left of the pix (below) behind the nyonya kueh.  It was the best smoked pork knuckle I’ve tasted in a long time!


best smoked pork knuckle

 Once the outer skin was peeled off, the unprepossessing bundle turned into an ambrosaic tender flavorful knuckle ham, with just enough fat and bite to make every mouthful a heavenly experience.

No wonder then, several of us stood around to attack the meat repeatedly, morsel by morsel so that it was  gone in no time.

I simply had to ask the woman who brought the knuckle where she got the yummy fare. She wrote the contact web site on a paper serviette:

That night, I went to the site and sent an email asking for more info and was given an auto response followed promptly the next day by a reply from Mr Samuel Soh, a sales operation executive, explaining that Wang Foong doesn’t take pre-orders but I could call him to find out more.

To cut a long story short, we spoke and I explained that I needed just two knuckles, to justify my drive from Newton to Woodlands. He gave me directions and promised to ensure that I won’t be disappointed on arrival with the “sold out” sign.

This morning, I made the trip but as one auntie who knows Orchard Road and its surrounding best, it wasn’t long be4 I was lost in the wilds of Woodlands. Despite very clear directions on how to get off the SLE to Woodlands Terrace, I found myself outside an MRT station, without a clue which it was — it didn’t help that there wasn’t any easily noticeable sign either!

I lowered my car window and shouted at the first uncle passerby who looked my way to ask. He told me it was Marsiling which frankly in terms of giving me a sense of location, he might as well have said Mars.

So I called Mr Samuel Soh who told me not to worry. He would drive from Wang Foong “to fetch” me. And he did, within 5 minutes and then guided me to Woodlands Terrace by driving slowly with me trailing close behind.

Then he zipped into the sales area and picked up the required pork knuckles. I paid and he was all smiles, as he waved away my offer of a $2 tip “for your petrol lah, to come and look for me”.

This is service par excellence — all for a $39 purchase! Compare this to the terrible service that’s been doled out to me at Cold Storage on a fairly regular basis — where I spend thousands per year!

And no, Wang Foong’s operations aren’t of the “catch fly” variety. There were several customers milling inside its premises when I got there.

Yet it actually spared a sales executive to come and show me the way knowing that I’m no big spender! That’s putting service be4 dollars and cents!

So go eat your heart out all you big business and organisations, which are more interested in being big in sales than big in service! It’s shameful that a small operation like Wang Foong can out-run you like a gazelle can out run a bumbling elephant! 


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