How SingTel used social media to boost its customer service

Low Lai Chow

This article, based on a presentation at the Social Media World Forum Asia in Singapore, describes how the telecoms company SingTel embraced Facebook as a customer service channel.

How SingTel used social media to boost its customer service

Low Lai Chow

The biggest crime a brand can commit in customer service on Facebook, according to SingTel's director of digital marketing, is to display an appalling lack of empathy - knowingly or unwittingly - to disgruntled subscribers.

"They've attempted to get help through the regular channels, through our traditional channels - hotline, email, corporate website or whatever - they haven't gotten satisfaction there, and so they come to the Facebook page to vent," explained Miguel Bernas in a presentation at the Social Media World Forum Asia in Singapore....

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