We respect our customers’ privacy and have implemented a
number of practical measures to ensure that data is only accessed
for authorised use and by authorised employees. Our people are
trained and constantly reminded to handle customer information
and other proprietary company information with the utmost care and
confidentiality.
Our database management system resides on our own servers.
We have full control of the information and manage customer data
to protect it from being compromised or misused by third-party
vendors. Only employees whose job scope requires customer
data retrieval will be given access to the systems and there is a
regular exercise to check and verify such access based on job
scopes and roles. Audits are used as a tool to capture information
when important updates or transactions occur. Sensitive customer
information, such as credit card and bank account numbers, is
masked when displayed on our systems being accessed by our
Customer Care Officers.
Other actions taken are promotional messages being labelled
as advertisements in compliance with the Spam Control Act and
customers having the option to easily unsubscribe from our mailing
lists. We also limit the number of direct marketing messages that
we can send to our customers via our marketing channels over a
given time period. The Customer Lifecycle Marketing team is the
coordinating body and ensures compliance with our Internal
Contact Policy.
Singtel broadly supports the government’s intention to introduce
Singapore’s first consumer data protection framework. We have
provided feedback on the consultations for the proposed Consumer
Data Protection Regime, the proposed National Do Not Call Registry
and the proposed Personal Data Protection Bill issued by the Ministry
of Information, Communications and the Arts. |
Our customers have the right to expect Singtel to be honest and
transparent in our communications with them. And in return, we
accept reasonable and constructive feedback. Our marketing and
communications (Marcom) delivery is a key driver of the customer
experience and as part of the overall Marcom approach, we aim to
ensure high levels of satisfaction and improve customer experience.
Leading indicators are monitored on a regular basis and these
include campaign effectiveness, share of market segments and
brand appeal. Monthly surveys are also conducted to track customer
awareness and comprehension of our advertising messages.
In FY2012, as a result of customer feedback, Singtel decided to
publish the typical speeds of our mobile broadband services. The
figures outline a typical range of speeds that customers can expect
80% of the time1. As with all wireless technologies, the range of
speeds and experience is dependent on several factors, such as the
user’s location in relation to base stations, the number of users in
the area, the mobile device used, structure blockages, as well as the
response of websites accessed. However, we felt that publishing this
data was an important step to assure customers that we understand
their concerns and are willing to respond in a positive manner. We
were the first operator to make such a disclosure voluntarily and six
months later, IDA announced that all service providers in Singapore
were required to follow suit from
1 April 2012.
We keep abreast of the latest developments in the industry through
affiliation with relevant associations and institutions. We also
ensure our compliance with the law and constantly review industry
standards and codes to adopt relevant guidelines and programmes.
For example, our marketing practices are aligned with industry
guidelines such as the Premium Rate Services Code, Internet Code of
Practice, TV Advertising Code, Singapore Code of Advertising Practice
and Consumer Protection (Fair Trading) Act.
1The typical speed range was derived through an analysis of real user data over multiple
24-hour windows at various locations around Singapore, including major 3G hotspots |
