Responsible marketing
We have identified marketing communications (marcom) as a key
touchpoint that drives customer experience. As part of the overall
exercise to improve customer experience, leading indicators of
marcom such as complaint rates, campaign effectiveness, share of
voice and brand appeal are monitored on a monthly basis. Monthly
surveys are also conducted to track customers' feedback on
awareness and comprehension of our advertising messages.
Marcom is guided by the Customer Experience Steering Committee,
chaired by Executive Vice President (EVP) Digital Consumer. The VP
of Consumer Marketing sits in the Committee.
We ensure compliance with the law and constantly review industry
standards and voluntary codes to adopt relevant guidelines and
programmes. Our marketing practices are also aligned with
guidelines by the IDA, such as the Premium Rate Services Code.
We keep abreast of the latest developments in the industry through
relevant associations and institutions. During the year, the Director of
Segment Marketing and Marcom from our Consumer Marketing group
was appointed to serve as an Executive Council Member of the
Institute of Advertising Singapore (IAS).
We use recycled or FSC paper to print 90% of our marketing materials
for Business Group - far exceeding our target of 30%. We also make
strategic use of our digital assets, such as our websites and in-store
interactive screens, to promote our services, thus cutting down on
printed marketing collateral. |
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Responsible selling
We are committed to an honest and pleasant buying experience
for our customers.
Our people working at Singtel Retail Shops are trained to inform
customers about contract terms prior to signing any agreement,
especially penalties involved due to early termination requests
by customers. In addition, customers are requested to
acknowledge and confirm the products and services provided
in the Service Agreement before submission.
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The new Singtel Shop
at Comcentre |
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All mobile phones that we sell come with
at least a one-year manufacturer warranty.
For Value-Added Services (VAS) that are
offered free for a limited period with new
sign-ups, our customers enjoy peace of
mind as we |
will advise them via SMS when the promotion period
ends, giving them the option to subscribe the VAS at a fee.
Our revamped online store singtelshop.com highlights the Terms
and Conditions in the FAQ of the landing page. |
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