At CDL, we believe that good business performance is based on responsible behaviour integrated throughout the Company’s supply chains, regulatory adherence, customer relations, marketing and development of products and services. CSR is thus intrinsic to our business excellence and long-term success.
We have implemented various initiatives that enable us to manage our risks and also seize new opportunities in the business arena.
PRODUCT RESPONSIBILITY
Backed by 49 years of experience, CDL has been a cutting-edge pioneer known for developing iconic quality properties which feature new lifestyle concepts and innovative technology. Aligned with the triple bottom line model, CDL develops properties that are sustainable, functional and financially marketable. CDL continues to focus on the provision of uncompromised product quality and service excellence to all our customers, above and beyond what is expected of the industry.PRODUCT QUALITY
Real estate development in Singapore is highly regulated by the relevant authorities on quality assurance. However, when developing new properties, CDL goes beyond compliance and sets targets surpassing authorities’ legislation on building standards e.g. BCA CONQUAS(1), Buildability, Quality Mark Scores.These standards are administered by BCA — Singapore’s governing body for the built environment.
PRODUCT AND CUSTOMER SAFETY
Every CDL building is under the charge of a Complex Manager who oversees the daily operations of the building with a team of full time service providers including a Grade A (Singapore context) security firm with 24-hour coverage.For crisis management, CDL has put in place the ISO 14000: Emergency Management System comprising different emergency response plans for known building related emergencies such as flu epidemic outbreak, fire or even a major electricity outage.
Since 2003, CDL’s management has been championing a Safe and Green culture along with an Environmental, Health and Safety (EHS) policy, to monitor and control our EHS impact. The policy sets the tone for many initiatives cutting across the property development value chain; involving employees, service providers and customers.
More information on the steps taken to ensure the safety of product and services is disclosed in the "Our Environment" section.
ETHICAL MARKETING PRACTICES
CDL is committed to upholding the principles of ethical marketing and fair competition. We have a set of internal procedures in place to ensure factual accuracy of all marketing collaterals. The Company’s marketing and leasing procedures are also guided by an operations manual, which is reviewed on an annual basis.All marketing collaterals produced by the Company are compliant with advertising and promotion standards in Singapore, namely the Singapore Code of Advertising Practice that is administered by the Advertising Standards Authority of Singapore which is an Advisory Council to the Consumers Association of Singapore.
This self-regulatory code of conduct for advertisers has been endorsed by organisations representing advertisers, advertising agencies and media.
In addition, all advertisements placed with the local dailies published by Singapore Press Holdings (SPH) are subject to copy vetting by the media owner prior to publication, with the objective of ensuring compliance with the rules and regulations stipulated by the various Singapore government bodies, Singapore Code of Advertising Practice and SPH’s company policies.
To date, there has not been any reported incidents of non-compliance with the Singapore Code of Advertising Practice.
In addition, on 18 April 2012, the Urban Redevelopment Authority (URA) implemented changes to the Housing Developers Rules (HDR)(2) to enhance transparency in the real estate industry to enable homebuyers to make better informed decisions when buying a home, which took effect on 18 May 2012. CDL welcomes this move by URA to raise the industry standards and continues to work closely with our consultants to ensure our marketing practices comply with the changes to HDR.
RESPECT FOR CUSTOMERS
CDL's Customer Service Department has set up processes and infrastructure to fulfil the needs of existing and potential customers. Customers are given the ease of accessibility to the Company through various channels of communication and contact points, mainly the hotline, site offices, website and correspondences whereby the Company's performances are guided by the service standards.Information is shared across different channels to render a consistent approach in CDL's service. CDL communicates regularly with our customers through various platforms, namely newsletters as well as online information on progress status of projects under construction and correspondences. There is also a structured approach to resolving complaints which are monitored closely and reviewed regularly at inter-departmental meetings.
The customer satisfaction determination process is continually reviewed at CDL through formalised regular surveys and tracking of customers. For homebuyers, the Company administers an online survey six months after handover while tenants are surveyed annually. The data collected is analysed and reviewed for continual improvement of the Company's service levels.
CDL protects the privacy and confidentiality of our customers' information very seriously. In addition to internal policies and procedures designed to safeguard customer information, CDL does not divulge or sell any personal information provided by our customers to third parties for their own marketing or promotional purposes.
All employees are guided by CDL's Code of Business Conduct and Ethics, and any breach of customer confidentiality will be met with strict disciplinary action.
There were no substantiated complaints regarding breach of customer privacy and loss of customer data in 2011.
MANAGING SOCIETAL IMPACTS OF OUR PRODUCTS
CDL caters to different market segments in Singapore, developing properties for the mass market including executive condominiums, mid-market and luxury market.In particular, accessibility in the built environment has become increasingly relevant to Singapore with the need to address the trend of an aging population and increase in mobility difficulties in the years ahead. A key enabler for enhancing the level of accessibility in the built environment is Universal Design — which broadly refers to “design for all people”.
For close to a decade, CDL has been incorporating community-friendly features and best practices in Universal Design within our residential and commercial developments, over and above the mandatory requirements specified in the Code of Barrier-Free Accessibility by BCA.
Taking a holistic life-cycle approach, CDL applies Universal Design principles from ground zero during the architectural planning and carry them through the construction, building operations and maintenance phases.
MANAGING ENVIRONMENTAL IMPACTS OF OUR PRODUCTS
CDL’s commitment to product stewardship is embodied by our threepronged approach to develop quality and environmentally sustainable properties, manage properties in a cost-efficient and energy-efficient way and influence stakeholders through our outreach initiatives. Thus, beyond the development and management of our properties with environmental sustainability in mind, CDL undertakes engagement initiatives with stakeholders involved in the lifecycle of our properties with the aim of encouraging a shared responsibility to reduce the environmental impact of each development.Throughout the entire cycle, all stakeholders including customers, in-house experts and professional external consultants are involved at various stages (from design, construction, procurement, maintenance to user engagement) of developing and managing a sustainable building.
CDL invests between 2% and 5% of the construction cost of a new development on green building design and features. We have also set the target to achieve a minimum BCA Green Mark GoldPlus rating for all new developments.
CDL’s strategy on the environmental impact of our products and ways to manage responsibility throughout our value chain is further disclosed in the following "Our Environment" section.
INFLUENCING CONSUMER BEHAVIOUR
(1) Our HomebuyersCDL’s environmental outreach programme, “Let’s Live Green!” was launched in March 2004 to showcase green features in new residential developments to homebuyers. The initiative aims to encourage homebuyers to make lifestyle choices like purchasing energy-saving appliances and practising eco-friendly habits to reduce their carbon footprint.
A special TOP Welcome Party for CDL homebuyers is often held shortly after the project has obtained TOP(3). The event provides an opportunity for homebuyers to experience and view their new home, in addition to partaking in an educational programme comprising talks and exhibitions on environmental conservation.
To encourage homebuyers to embrace the green lifestyle, they are also given a specially-customised Green Living Kit which contains a Green Living Guide — a book featuring green lifestyle tips and an illustrative floor plan of all the eco-friendly features provided for in their new home and instructions for use and maintenance. Green features found in the common area are also indicated in the plan. Between 2004 and 2011, "Let's Live Green!" reached 5,927 households.
2) Our Tenants
CDL also assists in monitoring the individual electricity bills of our tenants. If electricity usage fluctuates more than 10%, the building manager will duly investigate the increase together with the tenant to follow-up on the cause.
Since 2007, CDL’s “1°C Up Programme” has been implemented in CDL commercial properties to raise eco-consciousness amongst the tenants. It encourages tenants to make an active contribution towards energy conservation by raising the air-conditioning temperature in their office by 1°C.
The programme has become a standard BAU practice at 13 CDL-managed buildings and puts the indoor temperature at an average of 24°C. Since 2009, CDL has achieved 100% tenant participation rate.
| (1) | BCA CONQUAS: Construction Quality Assessment System by BCA |
| (2) | Please refer to www.ura.gov.sg for details on the changes to HDR. |
| (3) | In Singapore, the Commissioner of Building Control will issue the Temporary Occupation Permit (TOP) to a building project when it is completed. A building can only be occupied when a Certificate of Statutory Completion of TOP is granted. |