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....