MARKETPLACE AND CUSTOMERS
Listening to customer feedback allows us to respond proactively to their needs and provide innovative solutions and services. For example, our Customer Experience team conducts tracking across major customer touch points in Singapore regularly and the results are available on our online staff portal called Espresso to inform service performance and allow customer issues to be answered quickly. More than 30,000 customer interviews were conducted in FY2015. Over 70% of customers who transacted with us at our channel partners rated their experience as Excellent/Good for the period January to December 2014.
We consider compliments and complaints as good measures to judge the level of our customer satisfaction. Results from our surveys are a testament to our efforts for improving the satisfaction of customers.
In Singapore, for every 10 customer complaints via the media, social media, our website and management, we received 16 customer compliments in FY2015.
In Australia, Telecommunications Industry Ombudsmen (TIO) complaints fell 47% year-on-year during the 12-month period ended June 2014. TIO complaints about Optus are the lowest out of the tier one telcos with 4.6 complaints per 10,000 services.PR5
Our commitment to customer satisfaction has been recognised both in Singapore and Australia. During the year, Singtel again topped the Customer Satisfaction Index of Singapore (CSIG) survey of the mobile segment. The survey is conducted annually by the Institute of Service Excellence, Singapore Management University and the Singapore Workforce Development Agency.
In Australia, Optus remains the only tier one telco with a positive Net Promoter Score (NPS). Our new ‘Generation 6’ stores, designed to give consumers an easy and intuitive path and assist in their purchasing decisions, scored Optus a Gold Award at the recent POPAI awards for retail marketing. POPAI is the global industry association for shopper marketing and marketing retail recognising creativity, innovation and inspiration.
SINGTEL 101 AMAZING STORIES
We published our 101 Amazing Stories during the year where we highlight and celebrate service efforts of our people. We hope such success stories will inspire our people across all levels towards adopting a strong customer focus and delivering their best. Some stories bring a smile of gratitude while others express heartfelt human connections.
Only a Call Away
– adapted from 101 Amazing Customer Experience Stories published by Singtel
“A rigid and impersonal approach might just be the direct opposite of what it takes to provide an amazing customer experience.”
This thought played in Julius’ mind when he was contacted by his friend Annie. He was then a software analyst with the Singtel IT group.
Annie was working in Singapore but had to return home to the Philippines at short notice. She continued to keep her Singtel mobile line active as she was expecting some important calls.
Some weeks later, she contacted us from overseas to terminate her line but a communication lapse led her to think that she needed to come back to Singapore personally to do it, which was not a viable option. Julius learnt about Annie’s predicament and wanted to help her.
He logged on to our Starfish app and submitted her case. Within two days, she received a call from a Singtel customer care officer who gave her advice on authorising a third party to put in the termination request. The request was effected within two working days.
Very pleased with the assistance rendered by Julius and the Singtel team, Annie said that she would not hesitate to recommend Singtel to any of her friends who are planning to visit or relocate to Singapore.
Julius’ proactive response is commendable. He was willing to help his friend to solve a customer issue despite not working in the frontline.
“I do not work in a customer-fronting role. With Starfish, I am able to participate in the process of addressing a customer’s needs. It is rewarding for me to be able to help someone in need.”
– Julius