How is Consumer Singapore progressing on its digital transformation journey?
Moon: Our focus on customer service, along with our robust network and rich content, has been our principal differentiator and continues to set us apart from the competition. So when we started shifting gears, we focused the initial phase of our digital transformation on re-defining and enhancing our customer engagement. We’ve been making strategic investments in digital innovation to create a seamless customer service experience across both our online and offline channels.
We’ve set new benchmarks in customer service with the introduction of new online shopping features such as “Collect@Store” and creation of digital self-help options such as My Singtel app that allow customers to engage us at their convenience.
Most recently, we also took a bold step in our omni-channel journey with the launch of our new Singtel Comcentre flagship store, one of the most intelligent retail experiences in Asia. It integrates our online and in-store shopping carts to provide customers with a consistent and personalised buying experience, provides a smart WiFi-based queue system, automated checkouts and video bots which can move around the store to assist customers.
Customers have responded positively, with almost 60% of our customers using our self-help platforms and more than 20% preferring to make their purchases online. Given these encouraging results, we are doubling down on our digitalisation efforts.
Looks like you’re going full on digital. What’s the next phase of your agenda?
Moon: Our next strategic focus is overhauling our internal operations by transforming our processes digitally, optimising costs and driving operational efficiencies. To achieve this, we will need to further change the mindsets of our people. There is an urgent need to radically change the way we run our business, pushing past our comfort zone and unsubscribing to the adage: “If it’s not broken, don’t fix it.” This is the only way we can remain relevant in a fast-changing industry and deliver the experience that our customers have come to expect today.
To power ahead into the new economy, this transformation needs to be fuelled by the right people with the right capabilities. We will create an environment and provide resources to build an organisation that embraces the culture of continuous learning, from senior management to operational employees. We need to reskill our existing workforce to be equipped with new capabilities so that we can continue to lead and shape the evolving telco industry.
We will also endeavour to make Singtel an exciting digital company with the right people working in it. Only then, can we attract and retain the best talent available.
How are you leveraging technology for this digital transformation?
Moon: Technology will definitely play an essential role and provide the right tools in this digital transformation – we are embracing robotic process automation (RPA), AI and advanced data analytics.
We have started leveraging technologies such as RPA, a tool that can handle high volumes of repeatable, time-consuming and mundane tasks much faster than humans and around the clock.
We are also using emerging technologies to keep pace with our customers who are increasingly using multiple touch points to engage us and access our services.
For example, we have introduced a ‘Message Me’ option on mobile phones that allows customers to reach us 24/7. We are putting AI behind our online chat bot, Shirley, to make it more intuitive and be the first line of response. We are using analytics to know our customer better so we can deliver personalised products and services that they truly value.
Advanced analytics also plays a key role in helping us plan the best way to deploy new mobile base stations, optimise network efficiency and make best use of capital expenditure, as well as predict capacity requirements.
What kind of Consumer Singapore will we see in the future?
Moon: With our strategic investments in spectrum and advanced network technologies, customers can count on Singtel to continue delivering on service quality, reliability and innovation.
Beyond leveraging our assets and forging strategic partnerships to connect our customers with new and exciting digital lifestyle products and services, we are also committed to supporting the growth of IoT and 5G initiatives in the future.
Internally, we are focused on transforming Consumer Singapore into a more agile entity so we can move faster, stronger and better. We will also continue building a digitally savvy workforce empowered to create value for the organisation, our customers and the community.
I am truly excited to lead a digital Singapore consumer business in a dynamic and ever-evolving marketplace.