| BUILD CUSTOMER LOYALTY AND SATISFACTION |
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Since FY2009 and based on periodic customer feedback, Singtel
has been through an interesting change process that switched the
orientation of Customer Experience from internal drivers to focus
more on the direct and changing needs and behaviours of our
customers.
We have engaged an external research firm to conduct regular Customer
Experience tracking across key customer touchpoints. We have seen yearly
increases in our Customer Experience Index and are eager to continuously
improve ourselves and our service standards and delivery.
One of the metrics Singtel uses to measure customer satisfaction is the
number of complaints and compliments we receive. |
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Number of compliments and complaints * |
Customer experience catergory |
FY2011 |
FY2012 |
Change (%) |
| Compliments |
2,271 |
2,973 |
31 |
| Complaints |
2,540 |
2,742 |
8 |
| Compliments vs Complaints ratio |
0.9 |
1.1 |
- |
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| * The compliments and complaints referred to in the
table are those escalated from customers via our
website, social media, media and Singtel management |
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Whenever we interact with our customers, we try to focus on improving and strengthening the customer experience, especially satisfaction and
loyalty. For three consecutive years from 2010 to 2012, Singtel was voted Best Mobile Operator and Best Internet Service Provider by readers of
Hardwarezone.com and HardwareZone magazines. We were also a winner in the Telecommunication Services category at the Computerworld
Singapore Customer Care Awards 2011.
We actively engage our customers through social media to promote and educate customers on our products, services and promotions. We have
a new section in this report that focuses on our efforts to reach out to digitally connected customers using social media such as Facebook and
YouTube, with a Twitter channel planned for FY2013. Enquiries and service issues raised on Facebook are channelled to the respective customer
care teams. |
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| Strategic customer experience management |
| With Customer Focus as one of our core values, we have formed
a dedicated Customer Experience team to drive our initiatives. By
monitoring and managing 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. |
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