Customer Experience Management ReportSingapore Telecommunications 2014

Benchmarking the Industry Excellence in Delivering Superior Customer Experience

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In this first Customer Experience Management report for Singapore's Telecommunications industry, Frost & Sullivan explores the relationship of the experiences provided by telecommunications companies for its customers. We look at the critical factors that influence customer behaviours throughout the three phases (pre-purchase, purchase and post-purchase) of their journey, through the companies' touch-points.

Table of Contents

Customer Experience Management Report—Singapore Telecommunications 2014Research MethodologyFrost & Sullivan Research ApproachFrost & Sullivan Research Step-by-Step OverviewOverview of Research ProcessSample MethodologyData Collection Quality ProcessSample Distribution by Service ProviderSample Demographics—Age and GenderSample Demographics—Monthly Personal IncomeFrost & Sullivan Customer Experience IndexExecutive SummaryCustomer Experience Management (CEM) for Singaporean Telecommunications Services in 2014Customer Experience—DefinitionFactors for Choosing Telecom Service ProviderFactors for Discontinuation of Telecom Service PatronagePreferred Channel for Telecom ServicePreferred Channel across StagesMobile Apps Vs Contact Centre ChannelsCustomer Experience Index—Definition and ScoreOverall CEI Score by Telecom Service ProviderNet Promoter Score by Telecom Service ProviderChannel Integration and Feedback by Telecom Service ProviderProduct and Service Recommendation by Telecom Service ProviderCustomer Loyalty Reward by Telecom Service ProviderCEM Study—Singaporean Telecommunications Services 2014Reason for Service DiscontinuationPreferred Channel for Customer InteractionIn-Store vs Website TransactionAverage Frequency of In-Store VisitCustomers’ Top Priority-experience MatrixDegree of Channel IntegrationPriority of Superior Customer Experience and Living up to Sales PromisesCustomer Loyalty RewardCustomer Experience with Touch-pointsDegree of Satisfaction/Dissatisfaction—In-Store vs Kiosks ChannelsDegree of Satisfaction/Dissatisfaction—Online vs Contact Centre ChannelsUnderstanding Pre-Purchase BehaviourFactors for Choosing Medical Insurance CompanyProduct and Service Recommendation by Telecom Service ProviderNew Product Consideration by Telecom Service ProviderChannel Used at Pre-Purchase StageChannel Used for Pre-Purchase EnquiryCustomer Experience with Touch-pointsUnderstanding Purchase BehaviourChannel UsedPreferred Channel at Purchase StageUnderstanding Post-Purchase BehaviourChannels Revisited for Post-Sale EnquiryChannel Used for Post-Sale EnquiryEvaluation of Experience in the Post-purchase Stage Broken down by Customer Experience IndicatorsCustomer Experience with Touch-pointsAnalysis by Customer Experience Index (CEI)Customer Loyalty, Recommendation and Additional PurchaseOverall CEI Score by Channels/Touch-pointsOverall CEI Score by Medical Insurance ProviderCEI Score for Sales In-StoreCEI Score for Self-ServiceCEI Score for Mobile AppCEI Score for Contact CentreNet Promoter Score (NPS)Analysis by Company: SingTel SingTel—Customer Transactions’ PreferenceSingTel—Customer Priority-Experience ProfileSingTel—Frequency of Interaction Customer Experience ProfileAnalysis by Company: StarHubStarHub—Customer Transactions’ PreferenceStarHub—Customer Priority-Experience ProfileStarHub—Frequency of Interaction Customer Experience ProfileAnalysis by Company: M1M1—Customer Transactions’ PreferenceM1—Customer Priority-Experience ProfileM1—Frequency of Interaction Customer Experience ProfileOur Final Words: What We Are Excited AboutContact Centres: Where is it Heading with Regards to CEM?Mobile Application: The New CEM battleground?Timely Product Promotion that are Relevant: What is Next?Would Improving Customer Rewards Programmes Positively Impact Both Customers and Service Providers?Frost & Sullivan’s Customer Experience SolutionsWhy Frost & SullivanCustomer Experience—DefinitionIntegrating Process, People and InfrastructureFrost & Sullivan’s Customer Experience Maturity ModelA 5-step Strategic ApproachLegal DisclaimerAppendixDefinitionsFrost & Sullivan Story




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