| At Singtel, customers are the purpose and the focus of everything we do. We strive to strengthen our relationship with our customers at every interaction and touchpoint with them. We encourage our people to focus on continuously improving the customer experience to enhance customer satisfaction and loyalty. |
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| Recognition |
Our commitment to customer satisfaction has been recognised. Singtel was ranked Number 1 for both the mobile and broadband sub-sectors for the infocomm sectors in the Q1 2013 Customer Satisfaction Index of Singapore (CSIG) survey conducted by the Institute of Service Excellence, Singapore Management University (SMU) and the Singapore Workforce Development Agency (WDA).
Our top ranking was driven by our desire to connect with our customers and provide them with quality products and services that will improve their daily lives.
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| Strategic customer experience management |
| To ensure that our customers receive the best experience with us, we are vigilant about monitoring and managing the end-to-end customer experience. This allows us to respond proactively to customer needs, and provide innovative solutions and services. Our Consumer Operations team conducts Customer Experience tracking across key customer touchpoints on a regular basis. |
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| Employees as brand ambassadors |
| Employees play a crucial role at being brand ambassadors for Singtel, and in ensuring we maintain our customer-centric focus. To achieve this, we have invested in a number of tools to allow issue ownership and collaboration across business units to create a customer-centric mindset. This includes expanding our organisational capabilities through our Lean Six Sigma (LSS) training, where we now have more than 2,600 practitioners, and service leadership training. Today, we have more than 6,000 Service Champions covering Singtel Singapore and NCS. |
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Customer Experience Category* |
FY2012 |
FY2013 |
FY2014 |
Change (%)
FY2014 vs FY2013 |
Compliments |
2,973 |
2,794 |
2,487 |
- 11 |
Complaints |
2,742 |
4,733 |
2,710 |
- 43 |
Compliments vs
Complaints Ratio |
1.1 |
0.6 |
0.9 |
50 |
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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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