Page 73 - Annual Report 2014
P. 73
sustainability report 2014
Our Marketplace
In 2014, StarHub unveiled and commenced roaming usage charges do not exceed $100 – Case Study –
production for its pioneer batch of nine per month. Our best value RoamEasy plans
PSB proposals. These are funded by the offer worry-free data roaming on any mobile Higher
MDA's PSB Contestable Funds Scheme. operator in 39 countries at a single rate.
This is part of MDA’s efforts to extend the Customer
reach of PSB content to multiple broadcast Our Premium Rate Services (PRS) barring Standards with the
platforms beyond Free-To-Air TV. Apart from facility allows blocking of the subscription Net Promoter System
creative storylines, the selected proposals of PRS and its charges offered by StarHub
also weaved in PSB values that promote or third parties. For our broadband plans, NPS gives us visibility of
social values and the Singaporean identity, we publish the typical speed range that promoters vis-à-vis detractors.
celebrate Singapore’s culture and heritage, consumers can expect to experience. Promoters are our advocates and
and enhance racial and religious harmony. would recommend our products
To deepen engagement with viewers, the Customer Satisfaction and Feedback and services to their friends and
nine proposals also have the ability to be Customer satisfaction is one of the relatives. Customers who are
presented across multiple platforms such as most important indicators for assessing promoters are also staying with
multi-screens and second screens. our success in the marketplace. In 2014, us longer and buying more of
we used the NPS for measuring and tracking our services. With the passives,
Clarity of Charges and Tariffs customer satisfaction. we review ways in which we
Our approach is to set fair prices, offer can further impress and make a
affordable price plans that meet the needs of NPS is a method of measuring customers' difference. For the detractors, we
customers in various segments and clearly loyalty by categorising them into promoters, constantly identify factors that
communicate the pricing structure and the passives and detractors based on their we are able to amend in order to
contract terms to all mobile, TV, broadband answers to the question of whether they make these customers happier.
and voice customers through marketing would recommend the service to their friends
channels. The price plans are prominently and relatives. The NPS score is derived from However, the NPS is not just
displayed at all retail outlets and are available the percentage of Promoters minus the about numerical values. At
on our website and are explained by our staff percentage of Detractors. StarHub, we are more concerned
to customers at the time of signing up. with the “Why” and to understand
In 2014, we made many changes to improve this better, we have developed a
We have taken steps to protect customers our customer experience through this closed closed-looped feedback process
from “bill shocks.” Roam Manager is our free loop process using NPS. Some progressive so that these customers’ voices
service that allows mobile phone customers changes include non-date specific rewards can be channelled to right parties
to check roaming rates, monitor data roaming redemptions, a reduced recontract handling within StarHub. In this process,
usage, set data roaming usage alerts and get time from three days to three minutes and the customer calls are listened to
emergency numbers in over 230 international creation of guided agent workflows for our daily so that we can understand
destinations. DataRoam Cap @ $100, a staff to better interact with customers in a their rating. Customers who
roaming tool, ensures customers' data more proactive manner. have given us a very low score
are contacted to recover their
service proactively. Team Leaders
and Managers meet on a weekly
basis to review the aggregated
findings for further actions to be
taken and the NPS Heroes Offsite
provide further opportunities for
cross-functional frontline staff
to meet to review our processes/
services/products.
2014 NPS for Customer Service Consumer (%) When my MaxOnline was
disrupted, Abdul Aziz
18.4 17.5 15.9 15.8 15.5 15.9 17.4 16.5 17.1 19.4 18.4 18.8
acted calmly by keeping
38.8 38.9 37.5 37.5 37.5 37.6 38.5 38.2 38.2 39.6 39.4 39.0 me informed of the status
at each stage of recovery.
40.8 39.7 40.8 40.7 40.5 40.7 40.4 40.0 40.7 40.2 39.8 40.8 He was very professional
and patient. He made me
20.4 21.4 21.6 21.7 22.0 21.7 21.1 21.7 21.1 20.2 21.0 20.2 feel at ease with the case
Jan Feb Mar Jul Aug Sep Oct Nov Dec
Detractors Passives Apr May Jun in his good hands and
management, despite the
Promoters NPS downtime. Abdul’s effort
is commendable and he is
an asset of StarHub.
– Mok Kok Seng –
StarHub Customer
70 many lives of hubbing
