What are the key areas of focus for Customer Experience in 2021 and beyond?

At StarHub, customer experience is everything. All our business units across the organisation are fully aligned to earn the trust and affinity of customers and become a brand that they truly deserve. In today’s crowded and hyper-competitive market, we believe that the quality and authenticity of customer experience is the key differentiator that will ensure sustainable growth in the years to come.

Our commitment to customer experience, begins in the way we scientifically approach how we measure, track and quantify our progress. We have refined and applied the Net Promoter Score (“NPS”) across all of StarHub’s products and services, which we monitor
in real-time to provide valuable and actionable feedback to our businesses, which aids in our responsiveness and competitiveness.

Having established a direct correlation between NPS and long-term business value, we have identified three interconnected focus areas to drive market-leading customer experience:

Firstly, we aim to continuously fine-tune our metrics, including NPS, to reflect customer sentiments more accurately. This will also offer rich data points that will add value and drive meaningful innovation as we continue making strategic investments in new touchpoints and a digitalised customer journey.

Secondly, our digitalisation and automation initiatives will bring us closer to a customer-centric, zero-touch customer experience. This empowers customers to proactively manage their needs through future modes of operation, such as chatbots, and in turn increases internal efficiencies for StarHub.

Finally, the aforementioned focus areas will allow us to optimise our service channels and redefine processes to offer a seamless and hyper-personalised experience for our customers.

The gears have been set in motion and we have started to yield results. This year, we recorded a 24.5% year-on-year incremental improvement in NPS, and the redesign of our processes has led to a market-leading 99% on-time arrival rate for our Hubtroopers. This gives us the confidence that this strategy is the right one, as we continue to raise the bar for a best-in-class customer experience.