SingaTel is one of the major mobile telecommunications operator in Si.pdf
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SingaTel is one of the major mobile telecommunications operator in Singapore and the region. Its recent customer satisfaction survey showed that customer satisfaction has been an all-time low, and this has been trending downwards for the last 3 years. Last year's rollout of the selfhelp mobile app for its mobile phone subscribers was not well received as features were cumbersome and wrought with technical issues. Previously the development team did not seek user feedback during the early app design stage. While some of the basic customer requests like purchasing of value-added services and data roaming can be managed through the app by the customers themselves, other more complex technical issues and requests still require the intervention of the call centre personnel. The SingaTel's customer service team in various countries managing the calls were unstaffed and there were different levels of technical knowledge among them. This in return resulted in long resolution time and hence overall customer satisfaction. Henceforth, the company executives seek to implement the following as part of its action plans: (a) Revamping the app to be more user friendly by seeking the inputs from the customers (i.e. end-users) themselves; (b) Implementing Chatbots that can deal directly with customers to provide the first level of customer support before activating the second level of real person support; (c) Allowing customer service personnel to make decisions, e.g. authorising a refund of up to $50 without manager approval; and (d) Creating a single and centralised technical support database of knowledge articles for all regional customer service personnel's easy access and reference. Determine the most appropriate BPR Principle for each of the action plans above, and justify how it can be applied and contribute to improving customer satisfaction. (25 marks).
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2
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Connie Farris
Group 1
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