| Bringing joy to our customers |
Customer experience (CE) is at the forefront of our internal
measurements and is a key performance metric for top
management from Group CEO down to all our people who
liaise directly or indirectly with our customers.
We measure customer sentiment across an array of
customer interaction points (touchpoints). We work hard to
bring joy to our customers and prevent issues from arising
that may result in a complaint.
Since FY2011, we have been measuring and reviewing our
CE dashboard across touchpoints on a monthly basis. We
listen to the voices of more than 20,000 consumers and
over 5,000 business and SME customers with the mindset
of bringing joy to them consistently.
We conduct twice a year surveys on customer brand
perception to understand how our customers perceive
Singtel’s brand and value against our competitors.
We also introduce programmes to continuously improve
our CE. For example: |
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Customer Appreciation Programme (CAP) - CAP requires
all management from CEO down to all manager level to ‘go
back to the floor’ at least three times a year to ‘double jack’
at our call centres to listen to how we handle our customer
calls; or to work at our retail shops for a day to walk the
customer processes; or to follow our installers to visit our
customers to understand the challenges in the installation
process. We also have mystery shopping programme to
experience our own buying processes.
Simplify policies that affect customers - Management
members are frequently asked to answer quizzes on
Singtel customer policies at workshops. A major exercise
was also done during the year to identify ‘dumbest’, ‘outdated’ or
‘complicated’ policies that can be removed or simplified
to make it easier for our customers to do business with
Singtel.
Structured Quality Programme - Consistent quality is an
integral part of ensuring that transactions are seamless.
We have a Quality Assessment Framework which maps all
aspects of quality required in customer-fronting situations.
This Framework maps into planned coaching sessions and
our people are encouraged for a job well done or work on a
development plan if required. |
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| Digital marketing |
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| Our digital marketing team was set up in February 2012
to reach out to digitally-connected consumers. The team’s
key goals include moving traditional advertising spend to
digital, reaching more digitally-connected audiences using
online and social platforms and building strong social
communities. |
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| Social Media |
| In early 2012, less than a year since its creation, our
official Singtel Facebook page hit our target fan audience
of 100,000. Reaching this target was a significant
achievement for the company and opened a new channel
of communication that allowed us to better reach out to our
digital customers on this highly popular social network.
A cross-functional editorial board was set up to manage
content and feedback. |
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