Marketplace and Customers - Singtel
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
15
05 Marketplace and Customers
We are committed to being
a responsible and innovative
leader in the markets where
we operate. Our strategy is
underpinned by delivering
an unparalleled customer
experience, developing
responsible and innovative
products and services, and
ensuring that responsible
business practices are
adopted in our supply chain.
CUSTOMER EXPERIENCE CUSTOMER SATISFACTION DMA We also transformed 63 Yes Optus In appreciation of our loyal customers,
Distinctive end-to-end customer We constantly strive to raise the bar of shops across Australia into our new we introduced a new Singtel Circle
experience is a strategic differentiator customer satisfaction by focusing on Generation 6 design which enhances rewards programme which creates
that sets us apart in this fast-paced delivering a smooth purchase and after- customer interaction and engagement. differentiated bundled offers for
and competitive telecommunications sales experience to our customers. them. Exclusive to eligible customers
and media industry. We recognise The enhancement of mySingtel app and who subscribe to our mobile, fibre
that a superior experience is defined During the year, we introduced a new myOptus app gives our customers easy broadband, Singtel TV and Home
by the quality of service and care, experiential retail concept across our access to information and services on Digital Line plans, Singtel Circle offers
as well as the range of innovative Singtel Shop outlets in Singapore with their mobile phones such as checking a variety of perks including Free Data
services and value we offer to our innovative features such as interactive their data usage and bills. Sundays and Weekend Movies.
customers. Over the years, the Singtel digital elements, visual communication
Group has invested in numerous and other selling tools to engage our The introduction of our online In Singapore, for every 10 customer
projects focused on enhancing customers. This concept helped to automated chat agent ‘Ask Shirley’ in complaints via the media, social media,
customer experience. They include enhance customer satisfaction and Singapore and the IVR to Chat and our website and management, we
process and system innovations and sales while reducing average handling Visual IVR in Australia is an example received 22 customer compliments in
improvements to reduce waiting and waiting time, resulting in a 7% of how we try to improve our FY2016, up from 16 a year ago.
time for customers at our retail shops improvement in process and productivity. customers’ overall experience. We also
during peak hours, as well as new Our store concept was a finalist for the implemented installation touchpoints In Australia, Telecommunications
mobile handset launch experience for Singapore Retailers Association’s Retail by providing SMS communication to Industry Ombudsmen (TIO) complaints
our corporate customers. Concept of the Year award and the help customers keep track of installation for phone and internet users about
Society of British and International Design status and provide instant feedback on Optus were 7.9 complaints per 10,000
– International Design Excellence Award their experience. services. PR5
in 2015.
16
Marketplace and Customers
PRODUCT AND SERVICE which provides broadband services
DELIVERING A GREAT Phua Soon Pheng and Tan Ah Hua QUALITY DMA across rural areas. This high-speed
CUSTOMER EXPERIENCE when she faced difficulty contacting We are committed to offering our service is now available to more than
‘Customer Focus’ is one of the five core the authorised wiring partners. “When customers a great network and service 1.5 million households.
values of the Singtel Group. We have Mr Phua found out about my problem experience. Hence, we continuously
also extended this spirit of customer early Saturday morning, he said he enhance the reach, reliability and Ensuring Quality Standards G4-15
centricity to our partners and we require would do what he could to make quality of our networks in Singapore In Singapore, Singtel adheres to the
them to deliver a great experience to all sure that everything went smoothly. and Australia. We believe that the specific quality standards set by the
customers on our behalf. True to his words, after his call, the advancement in telecommunications Media Development Authority (MDA) and
contractor contacted me and the site technology will be crucial in achieving Infocomm Development Authority of
In the area of installation and visit, wiring and installation were all a number of the UN Sustainable Singapore (IDA) for the services that we
maintenance, our Field Delivery completed on the same day. What is Development Goals, such as the offer. IDA publishes periodic performance
Operations (FDO) unit, together worth mentioning is that every step development of Sustainable Cities reports on the various operators in
with our partner Authorised Installer of the way, he kept me informed and and Communities and Innovation and Singapore covering broadband, mobile
companies, Activ Communications, made sure everything was done to my Infrastructure. SDG 9 SDG 11 and fixed telephone services. We
Malifax Technologies and VRNet in satisfaction,” she wrote. continue to meet or exceed the quality
Singapore, received 79 compliments Enhancing Network Reliability of service standards for service coverage,
in the month of February 2016, a 16% Ms Ho also complimented Mr Tan as Ensuring consistency in network and network availability, network latency,
increase from the previous month. “he provided advice and explanation service performance is critical. We installation and fault repair time. These
to ensure my understanding as he continue to invest in new base stations reports can be found at www.ida.gov.sg.
On 22 February 2016, happy customer carried out the installation. This is and towers, upgrade our technologies
Ms Ho L. S. wrote in to compliment what I call sincere customer care. They and increase our user capacity. Our total Despite our effort, there were occasional
the great customer service exhibited are truly an asset to your organisation. capital investment was S$1.93 billion in shortfalls and in FY2016, Singtel paid
by FDO Senior Engineering Officers Well done!” FY2016 (Singtel S$825 million, Optus S$105,000 in fines to MDA:
A$1.08 billion). Of this investment,
S$211 million and A$536 million were • A S$90,000 penalty for a Singtel TV
invested in our mobile networks in service incident in February 2015
Singapore and Australia. that resulted in some customers
experiencing difficulty accessing video-
During the year, we enhanced our indoor on-demand services and/or booting up
and outdoor 4G mobile coverage in both their set-top boxes.
markets. We also enhanced our service
offering in Singapore with a WiFi Mesh • Two fines totalling S$15,000 for
solution that boosts coverage and offers broadcasting a talkshow episode
robust wireless connectivity to improve without carrying a relevant mandatory
user experience at home. programme rating and two drama series
with strong religious references and
In Australia, we were the first telco to messaging. PR9
introduce a WiFi talk app allowing our
customers to stay connected in case We take these incidents very seriously
Winning the Best Customer Experience Team award at the CEM Asia Award 2015. Our clear customer of limited mobile coverage. We also and are committed to ensuring quality
experience strategy, management leadership and staff dedication received the judges’ endorsement
launched NBN’s first satellite, Sky Muster, standards across our networks.
17
In Australia, smart cities, utilities and environment.
IoT connectivity will also bring us a step
closer to our 5G goal while supporting
the Singapore Government’s Smart
offers prepaid WiFi in Nation initiative. EC8
100 Uber
vehicles
In Australia, Optus is collaborating with
the innovative car riding service Uber for
an in-car WiFi trial across Sydney and
that allows Melbourne. We offer prepaid WiFi in 100
up to
10 devices Uber vehicles that allows up to 10 devices
to be connected at the same time.
to be connected at
the same time RESPONSIBLE PRODUCTS
AND SERVICES
The Group strives to reduce the
negative impact of our products
and services. Our responsibility
encompasses safety, privacy and fair
INNOVATION DMA communications for our stakeholders
The Singtel Group innovates in the marketplace.
continuously and keeps abreast of
rapid technology advancement and CUSTOMER HEALTH
AND SAFETY DMA SINGTEL DRIVES BUSINESS up 99% of the total number of
changing customer needs. We want to
We view any potential risk to the TO SMES EC8 registered companies in Singapore,
bring the latest and the best services
health and safety of our customers Singtel launched the first ever employing 70% of the workforce
and experience to our customers. This
very seriously. It is perceived that nation-wide campaign in late and contributing 50% of the
is done through driving innovation at
the telecommunications industry October 2015 to rally support for country’s GDP.
both our core and digital businesses
might pose a risk to health and safety small and medium enterprises
through partnerships, acquisitions and
of people due to the emission of (SMEs) with a call to consumers to For the inaugural campaign, we
organic innovation. SDG 9
Electromagnetic Energy (EME) from use products and services offered used Singtel’s Amobee Brand
mobile devices, base stations and by SMEs. Intelligence to aggregate and
In February 2016, we announced our
tower infrastructure. analyse online sentiment to help
partnership with Ericsson to enable
We organised the 99% SME retailers better understand and
Singtel’s 4G LTE network to support the
Since the 1990s, extensive research has campaign to help SMEs innovate engage their customers. We also
expected rapid growth of connected
been done on EME to assess potential by adopting technology as we leveraged social media to get
devices. The collaboration will start in
health risks, including those by the believe that a dynamic SME consumers to rediscover and
the second half of 2016 with a trial of
World Health Organisation. Currently, sector will strengthen Singapore’s celebrate the diverse range of
Narrow Band Internet of Things (NB-
there is no conclusive evidence on economy. There are close to products and services offered by
loT) technology. A solution that offers
adverse health effects caused by 190,000 SMEs which make the SMEs.
extended coverage, NB-IoT will help
Singtel to support IoT in areas such as mobile phone usage.
18
Marketplace and Customers
Our Compliance Efforts responsible for all matters relating to and the locations of concern. In These standards are formulated and
However, the perceived health risks EME exposure. According to RPNSD, FY2016, we engaged NEA to conduct regularly reviewed by the Australian
remain a concern for our customers, the levels of mobile phone radiation 14 measurements island-wide. The Radiation Protection and Nuclear
the community and regulators. We permitted in Singapore complies with results showed that Singtel’s mobile Safety Agency (ARPANSA). ARPANSA
take necessary measures to ensure the WHO’s recommended International base stations complied with the radio is part of the Commonwealth
compliance with local and global Commission on Non-Ionizing Radiation frequency radiation levels and safety Department of Health. ARPANSA’s
standards. And we continue to Protection (ICNIRP) standards and that guidelines set by ICNIRP. PR2 standards are based upon those
monitor research findings on EME radiation exposure from base stations recommended by the ICNIRP.
risks and their implications on relevant is far lower than that from mobile The mobile phone handsets sold at our G4-15 SDG 3
standards and regulations in the phones. The ICNIRP Standards are Singtel Shop outlets also comply with
markets where we operate as well as adopted by many countries around the regulatory guidelines set out by RPNSD We also conduct audits of base
the rest of the world. world and are considered best practice. and IDA. SDG 3 stations and undertake predictive
EME modelling and testing to ensure
In Singapore, the Radiation Protection To address any concerns from the In Australia, we design and deploy our compliance at our sites with the
& Nuclear Science Department public or building owners, Singtel network to comply with the relevant Australian standards. All of our sites
(RPNSD), an office of the National engages NEA to conduct radiation Federal Government mandated have EME reports available to the
Environment Agency (NEA), is measurements near the mobile standards for exposure to EME. public at www.rfnsa.com.au. PR2
base stations, antenna locations
19
CUSTOMER DATA PRIVACY charges. They could however log into FAIR MARKETING The Marketing Code also sets out
AND PROTECTION DMA Singtel’s myBill system to view their COMMUNICATION DMA the requirements that our third party
Data privacy of our consumer and correct billing information. The mySingtel We recognise that fair marketing agencies and representatives must
enterprise customers is of paramount app incident, caused by a staff error, practices and being transparent in the follow to ensure that Singtel’s marketing
importance to us. We strive to keep mistakenly published the information of way we communicate can build trust activities comply with the company and
their information secure across our one customer on the app. We suspended and loyalty among our customers. industry guidelines. It also specifies that
operations and supply chain. Our policy the app immediately to rectify the our marketing and advertising activities
is to be open and transparent about error. We assured our customers that A new Marketing Code of Conduct was are to be conducted in a fair, honest and
how we collect, use and disclose our their account security had not been introduced in July 2015. Briefing sessions ethical manner to protect our brand
customers’ personal data. compromised and have since instituted were conducted for all marketing reputation.
safeguards in our processes to prevent a employees in Singapore who had to
In Singapore, we abide by the Personal recurrence. We voluntarily informed the sign and declare that they would abide We strive to ensure that our advertising
Data Protection Act (PDPA), which Personal Data Protection Commission by this Code in their course of work. An and promotional materials comply
comprises various rules governing the about both incidents. PR8 e-learning module was then introduced with Singapore advertising guidelines
collection, use, disclosure and care in November 2015. This marketing code and the Australian regulations. Our
of personal data. A Data Protection In December 2015, Optus reported a has since been incorporated into the employees in Australia undertake
Governance Committee, chaired by our data privacy incident to the Office of the Singtel Code of Conduct and will be online compliance training annually
Data Protection Officer, ensures that Australian Information Commissioner part of the annual refresher exercise that and those who deal directly with our
Singtel maintains full compliance with (OAIC) caused by one of our agents. requires all employees in the marketing competitors have additional training
the PDPA. All our employees undergo function to undertake. on anti-competitive conduct.
mandatory training related to PDPA. We also want to help our enterprise
We have also introduced measures to customers to be more aware of the
ensure that our vendors and partners threats and build their capability to
are PDPA-compliant. G4-15 protect their corporate and customer
data. To this end, we took an important “At Singtel, we recognise that our reputation
In Australia, we engaged a third party step to boost our cyber security
to conduct an independent review business by establishing the Singtel and long-term success depend on how well
and certification of existing privacy Cyber Security Institute (CSI). A first- we live up to our social and environmental
practices. To further improve our data of-its-kind in the region, the CSI is a
security efforts, a dedicated privacy hybrid between an advanced cyber responsibilities, as well as our strong
team was established to help develop range and an educational institute that
a preventative and proactive approach provides training to enterprises and
execution of corporate governance. We
towards data privacy. governments to enhance their cyber remain committed to all three aspects in
security skills and preparedness. The CSI
In Singapore, there were two incidents will train company boards and senior building a sustainable business that meets
management in cyber awareness, crisis
in early 2016 involving our eBill email
notification and mySingtel app. The eBill and communications management while
the expectations of all our stakeholders.”
incident, caused by a software glitch, cyber operations teams will be trained to
improve their cyber defence skills. This – Ms Aileen Tan
resulted in about 5,400 customers
receiving eBill email notifications that initiative supports our goal to be a global Group Chief Human Resources Officer, Singtel
contained erroneous names and bill cyber security service provider.
20
Marketplace and Customers
Group Chief Executive Officer Chua Sock Koong and Minister for Communications & Touring the CSI facility
Information Yaacob Ibrahim at the opening of the Singtel Cyber Security Institute (CSI)
There were no cases of non-compliance principles with action, work tirelessly this area. All new hires are required - One case of fictitious/inflated invoices
with regulations and voluntary codes to make trust part of their corporate to complete fraud awareness - Two cases of fraudulent overtime
concerning marketing communications, DNA, and in doing so, shape future training via e-Learning within one and travel claims
including advertising, promotion and industry standards by introducing month of joining the company. Our - One case of unauthorised signing
sponsorship at Singtel and Optus tomorrow’s best practices today. Whistleblower hotlines allow staff and up of customers for value-added
this year. In May 2015, the Advertising Singtel was one of the only two in the any external party at any location to services
Standards Authority of Singapore telecommunications category, and the report any incident of misconduct.
clarified with us on the use of the word only telecommunications company in We also require our people to make When these cases came to Singtel’s
‘rebate’ instead of ‘waiver’ in one of our Singapore and Asia to be honoured an annual declaration on any conflict knowledge, independent internal
mobile advertisements. PR7 this year. of interest. investigations were conducted by our
Internal Audit immediately, and the
Corporate Governance and We ensure that the Group’s zero Despite such controls and measures, persons of interest were terminated
Ethics G4-56 tolerance policy towards fraud, there were occasional instances and the matters reported to the law
Corporate governance, transparency corruption and unethical actions of policy breaches. In Singapore, enforcement authority. SO5
and business ethics are at the core of is strictly adhered to. Our Group six cases involving our employees
the Singtel Group. Our efforts in this policies on Fraud Investigation and surfaced during the year:
area have been recognised through the Whistleblower help with our fraud
2016 World’s Most Ethical Companies risk management. We conduct fraud - One case of corruption involving
ranking by Ethisphere Institute for and control awareness programmes appointment of service providers
the sixth consecutive year. The award throughout the year to constantly - One case of fabrication of customer
recognises organisations that align refresh and update our people in compliments
21
SUPPLY CHAIN programme to help us identify been a signatory of the UN Global Ongoing pursuit for excellence
MANAGEMENT DMA opportunities and mitigate risks within Compact since 2007) and stakeholder We continue to engage our internal key
The Singtel Group is committed to our supply chain. concerns arising from our materiality business stakeholders to drive awareness
collaborating with transparent, ethical review. as well as sustainability initiatives
as well as socially and environmentally This programme was aided by a Life within our supply chain. During the
responsible suppliers. In our ongoing Cycle Assessment (LCA) exercise for We have started scanning all of our year, we engaged Singtel’s Centre of
efforts to improve the way we purchase our Singapore and Australia operations new suppliers across a range of key Operational Excellence to support the
goods and services, our preference is to which we conducted during the year. areas including human rights as integration of sustainable supply chain
procure from vendors who currently are The LCA was instrumental in helping well as workplace safety and health management practices into our existing
or working towards being responsible us to determine the direct and indirect and environmental management. policies and processes. We have also
and sustainable companies. SDG 8 environmental impact of how we This has been applied to all tenders started to educate our people to raise
SDG 12 source for our business needs. We above $200,000 since December in awareness and advocacy of sustainable
also conducted a Social Hotspot Singapore and February in Australia. procurement practices.
Our Supply Chain G4-12 Analysis which identified sources of HR10 EN32 LA14
We have extensive infrastructure and vulnerability within our supply chain, As we prepare to align to the ISO 20400
connectivity through our investments such as human and labour rights as well We also concluded assurance reviews International Standard for Sustainable
in our fixed and mobile networks, as environmental issues. In addition, on our offshore call centres in India Procurement which is expected to be
international submarine cables and we carried out a risk assessment of key and the Philippines for data privacy released in 2017, we have started to
satellites, data centre facilities, and IT sustainability impact and compliance and security, which are material to measure our performance against the
and customer care delivery centres. requirements across 75% of our supply our business. British Standard 8903.
chain expenditure.
We contract with local and global The Singtel Group is committed We recognise that instilling higher
vendors for our different lines of These initiatives allowed us to pinpoint to maintaining a safe and healthy standards in our supply chain has its
businesses. In FY2016, we contracted areas of the supply chain that require workplace by minimising the risk challenges. Such standards take time to be
around 6,000 suppliers worldwide. the most attention from a sustainability of accidents, injury and exposure embedded within our internal operations
For our fixed broadband and pay TV perspective. to health hazards for our people, as well as those of our suppliers. Our
services, our key suppliers provide us including our contractors. We work philosophy – that our supply chain
with an array of equipment including Embedding sustainability in our closely with our outsourced vendors relationships around sustainability
modem, router and set-top box. For supply chain and partners to ensure that health issues should be collaborative and not
mobile services, we work mainly with Our Supplier Code of Conduct was and safety risks are minimised adversarial in nature – remains, as we take
network infrastructure and equipment updated to address the broader for their employees and contract steps towards achieving our 2020 goal of
suppliers, as well as handset and device spectrum of issues identified by the workers. Despite our measures, we becoming an industry leader in this space.
manufacturers. Our main suppliers LCA. We clarified expectations in new recorded two separate fatal accidents
for digital and entertainment services contracts with our suppliers worth more at our Singapore office premises in
are advertising agencies and content than $5,000 in Singapore and Australia 2015 involving a security guard and
providers. to strengthen the Code’s legal effect, a cleaner. They were employees of In FY2016
and these suppliers must comply with our contracted service agencies. we contracted around
Sharpening our focus on supply chain our Code when bidding for contracts The cases are currently undergoing
sustainability
In FY2016, we implemented a new
Sustainable Supply Chain Management
with us. We also ensured that the new
Code is aligned with our UN Global
Compact commitments (Singtel has
investigations by the relevant
authorities. SDG 3 6,000
suppliers worldwide
You can also read
