The annual SHKP Malls "Serving with Heart" Customer Care Ambassador Election aims to recognize those Customer Care Ambassadors who have performed remarkably well over the previous year. Celebrating its 10th anniversary this year, the awards presentation ceremony took place at the Royal Plaza Hotel for the first time.

This year's theme was "Make you feel like home". 20 SHKP malls and 104 Customer Care Ambassadors contested this year's awards. Over 90,000 votes were received during the two-month voting period. Award categories included: the "Most-liked Customer Care Ambassador", "Best 'Serving with Heart' Customer Care Ambassador", "Top New Customer Care Ambassador", "Outstanding Customer Care Ambassador", "Best Performing Mall", "Mystery Shopper Assessment Top Mall Service" and "Mystery Shopper Assessment Top Customer Care Ambassador".