Singtel on Wednesday unveiled a new brand strategy to reflect its broader role as a provider of multimedia and ICT services, and introduced new customer service initiatives.
The new look includes changes to the Singapore-based telco’s logo, which now supports an arc of red dots above the company name, representing the evolution of the company.
The operator is also introducing a lower case ‘t’ into its name, becoming Singtel rather than SingTel, a move that clearly shows it is distancing itself from its traditional telecoms roots by de-emphasising the ‘Telecommunications’ part of its original name.
Singtel claims that the rebrand will help it to focus better on the customer as digital services increasingly become part of everyday lives.
"To thrive and stay relevant, we will build on our customers’ trust in us and respond to their changing needs," said Singtel CEO Chua Sock Koong, in a statement. She went on to present Singtel’s new ‘make everyday better’ strap line.
Customers see Singtel as a trusted brand in the technology space, Koong said. "In this digital age, we recognise that customers also want things simpler, faster and delivered by people who truly care."
Singtel has pledged to continue investing in its network as well as launching innovative services on top. In addition, it has made a number of customer service commitments, including shorter waiting times and rewards for customer loyalty.
Customers can now book an appointment time at a Singtel retail outlet via the company’s Website, in a move designed to reduce waiting. And from 25 March they will be able to request that call centre personnel call them back at their chosen time. From April, Singtel has pledged that its technicians will arrive at customers’ homes within 30 minutes of their appointment time.
On the loyalty side, the telco is launching a programme called Better Thursdays with Singtel, that will offer contract customers rewards such as free local calls and data usage, and TV previews, while prepaid users will be offered free Facebook access. The telco said it will share more details about its offers at a later date.
