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We have an internal pool of talented and passionate
subject matter experts who add to the conversations in
the social media communities. Our group of internal brand ambassadors |
| use their expertise and passion for the
company to represent Singtel on online forums. They create
connections and build relationships with customers and the public community, addressing their questions about Singtel products and services. They build their own social profile in Singapore through
giving credible advice and sustained engagement. Training of the pioneer group of 11
Singtel brand ambassadors was successfully completed in March 2014. |
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| Starfish Mobile App |
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In July 2013, we launched the Starfish Mobile
App to enable and empower more staff to
be proud Singtel brand ambassadors. This
initiative allows our employees to help their
friends and families who have queries or issues with our products and services, and as a result make a difference to their experiences with us. |
As of March 2014, the app recorded 3,500 downloads and
750 cases were resolved with 75% of the users rating the
case resolution at a desired level and above. |
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Self-help services to improve customer care and enquiry support |
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The majority of
our customers still communicate and interact with Singtel over our customer care hotlines.
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We therefore developed a series of self-help videos to provide faster and more
efficient support for our customers, such as ‘Can’t use mobile data with iPhone/
Android’ and ‘Can’t connect to WiFi with iPhone/Android’.
To date, a total of 30 self-help videos for these top 5 issues with 10 possible
scenarios have been completed. 2 versions each for both iOS and Android devices
are housed on Singtel’s YouTube channel, where the general public can watch,
embed and share these videos anytime (http://www.youtube.com/user/singtel/home).
Continuing the momentum with self-help, we set up Self-Help Kiosks at 2 of our
Singtel Shops. Our customers can get a queue ticket within 3 quick steps, saving an
average of 15 minutes for each customer when they visit our outlets. |
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Our omni-channel approach in FY2014 to move our customers to self-service was our way to improve customer service as they can now do so much more without speaking to our customer care officers.
For example, they can use *SEND, My Account and My Singtel app to activate
dataroam service and check data usage, bill balance and re-contract date etc.
– without the need to call our hotline and wait to speak with our customer care
officer. This effort helped to drive down more than 1 million in call volume at our
hotlines last year.
As part of our continuous improvement process, we identified the top 5 issues where customers usually call for support:
| • |
Unable to make or receive calls |
| • |
Unable to use mobile internet |
| • |
Unable to connect to WiFi |
| • |
Slow WiFi connection |
| • |
Slow or intermittent browsing speed |
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