| BUILD CUSTOMER
LOYALTY AND SATISFACTION |
We focus on strengthening our customers' satisfaction and loyalty at
every opportunity we interact with our customers.
For two consecutive years in 2010 and 2011, Singtel was voted Best
Mobile Operator and Best Internet Service Provider by readers of
hardwarezone.com and HardwareZone magazines.
We actively engage our customers through social media to promote and
educate customers on our products, services and promotions. Singtel´s Facebook had more than 11,000 fans while our mio TV page had more
than 1,500 fans as of March 2011. Enquiries and service issues raised
on Facebook are attended to and channelled to the respective customer
care team.
Accelerating the momentum with the
Customer Experience team
We have formed a dedicated team of professionals to look after customer
experience initiatives and measurements. Through monitoring the end-to-end
customer experience, we are able to respond to customer needs
proactively and provide innovative solutions and services that cater to
their lifestyles. In all customer interactions, we focus on strengthening
our customers' satisfaction and loyalty.
Customer experience management
We engage an external research firm to conduct regular Customer
Experience tracking study across key customer touchpoints. NCS also
conducts two ongoing independent surveys to monitor and benchmark
corporate customer satisfaction levels. Results from our surveys are
shared on a monthly or quarterly basis according to market segments.
We take pride in the overall positive ratings our customers give us, and
are eager to improve in areas they like us to. For example, our customers give us the thumbs-up for our online retail
experience, the responsiveness of our hotlines, our dealer stores and our
solution and service management for enterprises. |
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Based on the customer insights generated, we implemented a new quality
system for our Customer Care touchpoints, which resulted in better
customer service with the wait-time at the technical helpdesks
improving by about 10%.
Since 2009, we have adopted the proven Lean Six Sigma (LSS)
principles and methodology in improving our end-to-end
process to deliver distinctive customer experience. Our LSS
programme won both International and Asia level awards in January
and June 2011 respectively.
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Rewarding customers
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We revamped our Red Rewards programme in March 2011 so
that our customers earn one point for every dollar spent with
Singtel. Points can be redeemed for Singtel services or other
rewards in tie-ups up with our partners. |
We increased the
flexibility of redemption by allowing customers to roll over
their points and also to ‘gift’ their points to anyone else.
In addition, all our customers enjoy other privileges such as
Instant Rewards and Birthday treats at participating
merchant outlets. |
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