Singtel lands three wins at Asian Experience Awards 2025

The company won for revolutionising customer engagement across contract renewals, digital platforms, and in-store experiences.

Singtel emerged victorious with three wins at the Asian Experience Awards 2025 for its Renewal of Contract initiative that has transformed the customer retention experience through proactive, personalised, and digitally-driven journeys; the key enhancements to My Singtel app that drove shop discovery and purchases through web and online chat; and the transformation of its retail experience through future-ready initiatives.

Singtel’s Renewal of Contract initiative aims to reaffirm loyalty, provide tailored solutions, and proactively keep customers connected to the most reliable and powerful network in the country. Instead of treating renewals as a backend task, it has become a proactive, customer-centric touchpoint, built on three key components: SIM Only plans renewal process, My Singtel app renewal flow, and digital support touchpoints.

The initiative’s primary objectives include the proactive engagement of customers nearing contract expiry through timely and personalised outreach, provision of multiple digital channels for easy plan review and instant renewal, 24/7 support to guide undecided customers, reduction of manual renewal processes and call centre dependencies, as well as reinforcement of customer loyalty through curated offers.

This has led to over 10% more customers renewing digitally since the initiative’s launch. The WhatsApp bot has also provided efficient average completion times. Customer Satisfaction score has also reached 96%, reaffirming Singtel’s commitment to delivering exceptional results.

The Renewal of Contract initiative brought Singtel the Singapore Customer Experience of the Year - Telecommunications title.

Meanwhile, the company has been awarded the Singapore Digital Experience of the Year - Telecommunications title for redefining customer interaction through seamlessly integrated digital experiences that span across digital channels such as the Singtel online shop, My Singtel app and chat.

My Singtel app has been enhanced with a refreshed homepage, improved navigation, a streamlined Shop tab, clearer plan details, and visual push notifications to create a user-friendly and accessible experience. Chat function embedded in app and web also provides real-time assistance across services, boosting efficiency and customer satisfaction.

Through these enhancements, broadband sales online increased along with chat conversion rates which doubled SIM Only plan sales. Meanwhile, SIM Only plans recontract conversion rates have increased by 12p.p.

Lastly, Singtel Shop 313@Somerset has reimagined its retail sales experience through a series of future-ready initiatives that combine service excellence, innovation, and digital empowerment.

By engaging stakeholders and leveraging feedback, the company has developed Smart AI Assist, which eliminates manual referencing; a gamified learning application that rewards staff for completing product-related tasks; TikTok Creator House, which supports SMEs and aspiring creators to build their digital presence; and Digital Queue System, which integrates real-time updates, concierge support, and product pre-selection in the customer journey.

This transformation has led to higher customer satisfaction, faster transactions, improved stock availability, and strong digital engagement. Internally, staff are also better trained, more responsive, and supported by these digital tools.

“Together, these efforts form a cohesive, forward-looking sales strategy—professional, effective, and built for what’s next,” Singtel said. The company bagged the Singapore Sales Experience of the Year - Telecommunications for this feat.

The Asian Experience Awards recognises the ingenious initiatives of creative companies in delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].