Singtel awarded with Singapore Digital Experience of the Year - Telecommunications at the Asian Experience Awards 2023

Their exceptional response to shifting customer behaviours has led to a significant boost in online sales and engagement.

Singtel has received the prestigious Singapore Digital Experience of the Year - Telecommunications award at the esteemed Asian Experience Awards. This recognition highlights Singtel's exceptional response to evolving customer behaviours during the pandemic and its outstanding achievements in boosting online sales and customer engagement.

The Asian Experience Awards celebrate organisations that excel in delivering exceptional digital experiences, and Singtel's victory underscores its commitment to enhancing customer satisfaction and its unwavering dedication to digital transformation.

In response to the COVID-19 pandemic, Singtel swiftly adapted to the evolving customer landscape. The company recognised the growing preference for online interactions and transactions amongst customers, and by adapting to this shift, brought about a significant increase in digital-led sales and customer engagement. 

Singtel's My Singtel app played a pivotal role in augmenting the company's online engagement and sales strategy. In March 2022, the app underwent a refresh of its home screen user interface and experience (UI/UX). This new approach prioritised showcasing the latest products, services, targeted deals, and rewards on the app's home screen, effectively increasing awareness of the weekly new offers and innovations across Singtel’s mobile, broadband, and financial lifestyle services, including channeling an increase in traffic to the online shop by 42%.

On top of the refreshed app experience, the activation of more targeted push notifications through advanced analytics also proved to be a catalyst for user engagement. These notifications successfully encouraged users to explore the app and discover personalised Singtel deals. 

In serving its users holistically, My Singtel app seamlessly integrated online chat services, allowing customers to seek live consultations for their sales inquiries. The prominent entry point on the app led to a significant increase in chat leads, driving a 20% weekly increase in digital chat sales traffic. It has become the go-to platform for customers seeking quick and convenient solutions with a human touch through digital means.

Singtel also empowered customers to manage their accounts and service-related matters digitally. By educating customers about the convenience of paying bills and managing their accounts through the app, the company effectively reduced the strain on its hotline and achieved a considerable increase in self-service usage in the last year.

Singtel's unrelenting commitment to digital efforts has propelled both sales and self-service. The seamless synergy amongst its various digital platforms, each with a distinct role, has been pivotal in achieving remarkable success and delivering exceptional customer experiences.
Not only does Singtel lead the way in the telecommunications industry, but it also continues to strive to set new standards for digital experiences and reaffirm its dedication to customer satisfaction.

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 2024 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].