| Strategic customer experience management |
| Customer Focus has been one of our core values for many years. We want to connect with our customers and provide them with quality services that enhance
their daily lives. By monitoring and managing the end-to-end customer experience with our dedicated Customer Experience team, we are able to respond to
customer needs proactively and provide innovative solutions and services. |
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| We engage an external research firm to conduct Customer Experience tracking across key customer touchpoints regularly. Since 2009 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 Category* |
FY2011 |
FY2012 |
FY2013 |
Change (%)
FY2013 vs FY 2012 |
| Compliments |
2,271 |
2,973 |
2,794 |
(6) |
| Complaints |
2,540 |
2,742 |
4,733 |
73 |
| Compliments vs Complaints Ratio |
0.9 |
1.1 |
0.6 |
(45) |
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| * The complaints and compliments referred to in the table are escalated complaints from customers via our website, social media, media and Singtel management. |
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| In FY2013, the number of complaints increased 73% from a year ago due to
the service disruptions on our mio TV and mobile networks (see section on Regulatory
Compliance). |
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| To address this and as part of our customer social media engagement for
example, we invited customers to help us better understand the on-the-ground
reality of network coverage through our Facebook page for network
feedback. Customers can also find out about our coverage enhancement
plans at singtel.com/network. |
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| For any customer-oriented company, employees play a crucial role. At
all levels throughout Singtel, everyone is a brand ambassador and must
always focus on delivering great customer experiences. To achieve this, Singtel continues to invest in the right tools to allow issue ownership and
collaboration across business units to create a customer-centric mindset.
In the last four years, we have been expanding organisational capabilities
by training more than 2,300 practitioners in Lean Six Sigma (LSS) and
service leadership. |
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| More than 1,200 Singtel Customer Experience Ambassadors have been trained as part of the customer-centricity programme in
FY2013. In addition, our enterprise social network ESPRESSO and mobile app Starfish Online
have provided a platform for
management communication, employee collaboration and empowerment
to resolve customer issues quickly and effectively. |
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| Accelerating Singtel’s 4G network rollout |
| In FY2013, our network team worked very hard to accelerate the deployment of LTE so that our customers get to enjoy the best nation-wide 4G network
coverage and speed. Previously, deploying LTE base stations was slow due to the challenges faced in getting approvals from building owners at both private
and public agencies to install the base stations at their premises. Besides rounds of negotiation, other factors such as weather as well as timing given to
access the premises can affect the installation schedule. |
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| A project team was set up by our Network colleagues to streamline the pre-installation and actual installation phases and better manage the entire process
involving parties like our vendors and building owners. The project team practised the Lean Six Sigma (LSS) methodology to define the problem and analyse the
root causes for the delay. Through actual inspection, they came out with solutions like proposal guidelines to better engage the building owners and speed up
the approval process at pre-installation phase. Other solutions such as managing resources for the installers and testers were also put in place for weather or
schedule changes. |
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| Internally, we structured and enhanced our work flow to give an accurate and instant overview of the deployment plan through constant update of installation
status and priority. We were able to accelerate our LTE deployment by 2.5 months and increased our coverage from 50% to 95% of Singapore by March 2013,
which also improved network traffic handling. As a result, besides faster speed, our customers benefitted from lesser congestion and lower drop call rate, thus
uplifting the customer experience. |
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| Digital marketing |
| Our digital marketing team, which sits under the Consumer Marketing unit,
is responsible for reaching out to our digitally connected consumers. The
team’s key goals include moving traditional advertising spend to digital,
reaching more digitally-savvy audiences using online and social platforms
and building strong social communities. |
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| With the introduction of our numerous digital product and service
innovations, our digital advertising expenditure was 20% of our total
advertising spend in FY2013, up 1% from last year. We leveraged new media
channels, such as YouTube mastheads, to reach out to our customers. |
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| Social Media |
| In FY2013, approximately two years since its launch, our official Singtel
Facebook page hit our target fan audience of 200,000. We have also set up
two Twitter accounts: a Customer Care channel for us to have conversations
with customers and better respond to queries, managed by our social
customer relations team who also handles our Facebook page. The other Twitter account reaches out to customers with the latest deals, offers and
announcements from the company. |
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| These are significant achievements for Singtel as part of our customer
engagement strategy. They provide new channels of communication that
allow us to reach out across the popular social networks. To manage the
ideas, content and feedback for our social media connections, a cross-functional
editorial board was set up to ensure consistency and quality. |
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| Singtel YouTube Channel |
| The Singtel YouTube channel, launched in November 2011, now has over
1,600 subscribers and has reached out with over two million video views.
The channel is made up of original content such as TGIS (Thank Goodness
It’s Singtel which is now in its latest 2.0 version), a lifestyle video series
that gives a fresh perspective on the latest consumer technologies and
gadgets, educational pieces that enhance users understanding of products,
and information derived from 3rd parties such as 4G network blind testing. |
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