There has been a lot of emphasis on StarHub’s digital transformation. How will these digital strategies impact customers?

Our brand promise is to deliver a world-class personal digital experience and we are doing that through three key focus areas in combination with our transformation plans: customer-centered experience design, AI-powered personalisation, and Agile delivery.

The core mission of our customer-centered experience design teams is to create frictionless digital experiences that makes customer interactions as seamless and convenient as possible. This is no mean feat – with hundreds of journeys and screens to optimise across multiple touchpoints, a thorough analysis to simplify takes place continuously towards this goal. We obsess about our customers’ digital experiences and review key customer satisfaction signals to continuously surprise and delight them.

We take this a step further by embedding AI-powered personalisation into our digital interactions. This allows us to anticipate our customers’ needs and bring to the forefront any action they need to take. Think of this as our virtual sixth sense, working hard in the background to deliver automated intelligent personal experiences.

Finally, how we deliver to our customers is more akin to how digital native companies operate, in an Agile way. This means cross-functional teams come together to focus on addressing customer pain points and iteratively deliver towards solving those points. This allows StarHub to adapt and deliver
at scale in a nimble manner to exceed the needs of our customers by faster speed to value.

This is an exciting journey for StarHub – our customer-first focus, powered by digitalisation – continue to deliver a bold transformation of our customer experience.