CEO: Sunrise will strive harder after winning award


  • Business
  • Monday, 10 Oct 2005

ACCOLADES come in threes for Sunrise Bhd. 

The public-listed group has received three MS ISO 9001:2000 certifications and was rated No 1 in quality attributes in The Edge Malaysia' Top Ten Property Developers Awards 2003, 2004 and 2005

Recently, Sunrise landed another major coup when its Mont' Kiara Damai (MK Damai) super condominium was adjudged the best in the residential development category of the coveted FIABCI Malaysian Chapter's Malaysia Property Award 2005. 

The win is another hat-trick as Sunrise had also swept two previous FIABCI Malaysian Chapter Awards of Distinction for best residential development for its Mont’Kiara Sophia (2001) and Mont’Kiara Palma (1997) condominiums in Kuala Lumpur. 

It has also won several landscape awards both at national and city levels as well as the Best Employers in Malaysia 2003. The MS ISO 14001 it received in 1997 actually made it four ISO awards in all! 

And, with all humility, Sunrise managing director and chief executive officer Datuk Michael Yam Kong Choy thanked all concerned for helping to bring the group to what it is today. 

“Our staff have worked very hard and we are all very happy and thankful of being bestowed this prestigious award,” said Yam, who himself had been named Malaysia's CEO of the Year 2002. 

However, Sunrise will not be resting on its laurels but would work even harder to maintain and better its performance, especially in serving its customers, he told StarBiz

He feels that the string of awards was a “seal of approval” for what Sunrise has done and they were not mere flukes. 

The Yang di-Pertuan Agong Tuanku Syed Sirajuddin Syed Putra Jamalullail presenting the award to Sunrise executive chairman Tong Kooi Ong. Looking on is FIABCI Malayia president Datuk Teo Chiang Kok.

“We want to make the difference not only for the hardware but also to strengthen the software, which is providing excellent customer service,” he said, adding that several key personnel had recently been reassigned to boost the 70-member strong customer services department. 

“Our yearly surveys of customer satisfaction have always been positive. About 84% of our purchasers say they are happy with our services,” he noted. 

He stressed that having a good “hardware” like quality and nicely designed condominiums was not enough, but the “software” of providing long-term good service was equally essential. 

“It’s just like having a Ferrari. If you don’t give it to (Formula 1 ace Michael) Schumacher to drive it, you won’t get the best results,” he said. 

Sunrise constantly trains its staff members on customer care, and property and facilities management. “Having the right attitude to serve others is just as important. The culture of service must permeate from the top down,” he said. 

Satisfied purchasers have helped to make collection of monthly maintenance charges easier too. Yam is glad to note that more than 98% of the residents paid their maintenance fees. Residents of two of its condominiums, the Mont'Kiara Pines and Mont'Kiara Palma have re-appointed Sunrise to manage their properties after their respective management corporations were formed. 

On MK Damai, Yam said about RM1.5mil and RM3.5mil had been spent on its soft and hard landscaping respectively. “There are a lot of open spaces. The condo itself stands on only 17% of the 8.3-acre land. It is a misconception to associate high-rise buildings with high density. When I took City Hall officials to some of our condominiums they were surprised to find so much open spaces and greenery,” he said. 

In fact, residents of Mont’Kiara have a host of facilities from having their own respective swimming pools, cafes, recreational and sports facilities to neighbourhood food and beverage outlets. There is also the Plaza Mont’Kiara that boasts many fine restaurants and a big Clark Hatch gym. There are also two international schools. 

For example, there is the newly opened Flinders Restaurant & Bar at an elegantly designed 5,000 sq ft two-storey building called the Damai Sari just outside MK Damai. Above it is the award-winning Energy Day Spa. Residents can walk through a covered passageway at the pool-deck area to this outlet using their smart access cards. 

The MK Damai has been touted as a “bungalows in the sky” premier project in the Mont'Kiara Integrated Global Village and the preferred residential enclave by expatriates. 

The 230 units housed in a 43-storey block, offer built-up areas from 2,272 sq ft to 3,325 sq ft for a standard unit, and between 5,575 sq ft and 8,727 sq ft for a deluxe or penthouse unit. It also boasts the lowest density of only 26 units per acre (in Sunrise Mont'Kiara). 

A notable achievement by MK Damai is the record score of 79.3 points given by the Building and Construction Authority of Singapore based on its Construction Quality Assessment System last year. 

Yam said about half of MK Damai’s buyers were owner-occupiers and were mostly professionals, entrepreneurs, and directors of public-listed companies. 

Standard units currently command average rentals of RM8,000 to RM13,000 a month and fetch more than 10% returns.  

He said a 2,600 sq ft unit, worth about RM1.3mil after the owner had fully furnished it, was being rented out to an expatriate for RM12,000 a month. “The average transacted price in the secondary market for the Damai is about RM550 per sq ft (psf),” he said. 

Although the MK Damai’s average initial price of RM380 psf is lower than Mont’Kiara Aman’s RM420 psf price, in absolute terms, the MK Damai is higher as it has bigger units. 

The smallest MK Damai unit of 2,200 sq ft was initially priced around RM800,000 compared to MK Aman’s smallest unit of 1,700 sq ft with an average price of RM650,000. 

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