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Singtel reveals how digital investments are improving customer experience

Singtel digital achievementSingapore-based telecom operator Singtel said it achieved more than 5-fold increase in online transactions since 2012 thanks to its digital investments.

The digital growth is supported by 70 percent of Singtel customers who are regularly shopping online with their smartphones.

Singtel has, in the past 5 years, enhanced its investments in digital innovation to create a seamless shopping and customer service experience across both its online and offline channels. The telco said the investments have also helped Singtel improve operating efficiencies.

Singtel has integrated its online and offline touch points and enhanced omni-channel solutions to meet the changing needs of wireless phone consumers.

“Our digital innovations have helped boost our productivity and garnered us some of the industry’s much coveted recognition. We are constantly exploring new solutions to better serve our customers and make it convenient for everyone to shop,” said Gan Siok Hoon, vice president of Retail & Channel Sales, Consumer Singapore, Singtel.

Singtel won 10 awards this year for using technological innovations to provide excellent customer service experience. These include the Singapore Retailers Association’s Achievement in Customer Experience Platinum award for the third consecutive year in the telecommunications sector, as well as the Singapore Infocomm Technology Federation’s Gold award for creating a seamless sales journey through digital innovation.

With a few mouse clicks, Singtel customers can compare devices, check for availability of stock, make a purchase and get their orders delivered or arrange for collection at the nearest Singtel retail store.

About half of Singtel customers choose the convenient option of collecting their purchases at the shop within four hours of making the transaction.

Singtel also established virtual and live chat agents to assist customers. Such innovative services helped cut queues at Singtel shops despite the strong demand for new smartphones launched by Apple, Samsung, Google and Razer in recent months.

Singtel has replaced traditional price tags with digital tags at retail stores allowing customers to scan and add items to their shopping list before queuing up to pay or speaking to sales staff. Singtel sales staff can access information at their fingertips and use the data to assist customers anywhere within the stores.

Singtel deployed innovative technology to augment traditional call centre services. These include a messaging application as well as a visual interactive voice response that provides customers self-service options while waiting in queue during a call to the Singtel hotline.

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