Page 34 - Annual Report 2014
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Diana Q> Overview
Q> How else has StarHub improved its Strategy
customer service?
Some customers have no qualms stating Performance
their questions on public social media A>
platforms like Facebook. How is StarHub Governance
addressing this added complexity in What drives our team’s strategy is to ‘surprise and
improving customer service? delight our customers’ by creating and delivering Financials
value. One way we measure ourselves is to cut down
A> needless calls. We do this by providing clear and
easily understandable information. By doing so, it is
In January, we launched a social medial listening hub, also easier for us to encourage a ‘customer helping
called Social Hub. Located within our call centre, customers’ culture where they can turn to friends and
Social Hub is a customised platform for us to monitor families for clarification or additional information,
and extract real-time conversations on StarHub as failing which, they can then contact us. We are
they happen on Facebook, Twitter and other social happy to clinch the Bronze Stevie Award at the
media platforms. ‘2014 International Business Awards event in Paris’,
for ‘Customer Service Department of the Year
Even before the Social Hub was introduced, we have – Telecommunications’.
already been recognised for our savviness in social
media. Socialbakers, an international social media Since 2013, we have been using the Net Promoter
statistics company used by more than 250,000 brands Score (NPS) framework, which focuses on improving
and marketers each month, named us the top ‘Socially customer loyalty. Through a series of weekly feedback
Devoted Facebook’ brand in Singapore for three sessions with some customers, our team of colleagues
consecutive quarters in 2013. running NPS would then collect and analyse the data
and then share with the rest of the StarHub team. Such
According to Socialbakers, we scored 86.29% for social direct contact put us at Customer Service in a more
response rates, which is over 9% above the global credible position to be our customers’ advocates.
industry average for telcos. It took our customer service
team an average of 6.5 hours to respond to customer’s Since the My StarHub mobile app was introduced, it has
questions over Facebook – a whopping 32.1 hours proven to be a convenient self-service channel for our
faster than the industry benchmark. customers; it is also a good platform for us to cross-
sell additional services. As more customers interact
In 2012, we launched ‘StarHub Community’; an online with us via multiple channels, we will be improving the
community platform where customers can engage My StarHub mobile app in 2015 for a better, integrated
with each other and with our staff on StarHub products experience.
or service-related matters. Here, they are able to
access a wealth of user-generated trouble-shooting We realise that with all different promotions and
tips, solutions, general information and more. The changes in service offerings, it can be quite a challenge
Community has grown from strength to strength; we for our customer service colleagues to deliver the most
saw our millionth unique visitor in January 2014. It has updated information to our customers quickly. We
won industry recognitions including Gold, for best use need to give them better tools to do their job. To this
of Brand Advocacy in the Loyalty & Engagement Awards end, we have implemented a new Knowledge Based
2013 and Silver in Loyalty Marketing in the Marketing Management System, which includes the Agent Work
Excellence Award 2013. Flow System, that guides our frontline colleagues in
delivering the best customer interaction experience.
However, even with social media getting more popular,
we are careful not to neglect the traditional channels
like telephone calls. This omni-channel approach
requires our team to work together at the back end and
deliver a seamless experience. We are ready to engage
our customers in whichever channel they choose.
StarHub Ltd | Annual Report 2014 31
