Singtel Telecommunications Limited Case Study

1. Introduction of SingTel Telecommunications Limited

With more than 130 years of operating experience and headquartered in Singapore, SingTel telecommunications Limited commonly abbreviated as SingTel played a critical role in Singapore’s development in its role of a major communications hub serving over 550 million customers around the world.

SingTel Group is also Asia’s leading communications group providing a wide range of services from mobile, internet, TV, infocomms technology to digital solutions. The standard bar in innovative services and products was also constantly raised with SingTel’s subsidiary,

Being one of the largest listed Singapore Company on the local exchange market and with its vast network of offices throughout the world, the group employs more than 23,000 staff worldwide with more than 13,000 employees in Singapore. SingTel also strive to provide and create opportunities and challenges for its employees and foster a work environment supporting not only professional but also personal development, collaboration and teamwork.

2. Job Analysis

Customer Care Team Leader

Reporting to: Customer Care Manager

This role requires effective leadership qualities with the ability to lead, manage, train, coach and groom a team of customer care officers to provide and deliver service excellence to SingTel consumer customers. Candidate must be well equipped with effective communications and sound problem solving skills. This person is also expected to ensure the smooth running of the day to day operations in a fast paced and highly dynamic contact centre environment.

Key Roles and Responsibilities

• To lead and manage a team of officers and providing them with support, guidance and motivation to drive them to deliver superior customer service
• Provide consultation to the team on customer issues and sharing experiences with the team to enhance overall product and customer knowledge.
• Liaise with other stakeholders for fact findings so as to reach to a fair and acceptable customer solutions.
• To achieve a superior customer experience through the delivery of quality service excellence and thus driving the team and department to achieve key performance indicators (KPIs).
• Must be comfortable with generating and presenting performance statistics and reports and analyze to share them with the team and managers with the aim to achieve higher and better performance.
• To take on any task and duty appropriately assigned by the customer care manager

Qualifications

• Minimum Diploma holder for both locals and foreigners.
• Must have at least 2 year experience in leading teams in a service related industry.
• Should possess strong leadership skills with a sound business acumen.
• Must have a strong command of the English language and preferably can speak a second language.
• Must be self-motivated and to be a strong advocate of harnessing cohesive team work among members.

2.2 Customer Care officer

Reporting to: Customer Care Team Leader

This role needs to be able to Interacts with customers through phone to provide effective service to every customer by building a personal relationship with each caller, using the appropriate skills, tools and techniques for their requirement and ensuring that each call is either closed or escalated within the agreed timescales by owning each call. 

Key Roles and Responsibilities

• Provide quality customer service to SingTel customers either by telephone or electronically
• Respond and follow up promptly to customer enquiries
• Handle and resolve complex cases to ensure customer satisfaction
• Obtain and evaluate all relevant information to handle enquiries and complaints
• Process orders, forms, applications and requests
• Record details of enquiries and customer interactions including actions taken
• Work effectively with a variety of situations, individual and groups
• Communicate and coordinate with internal departments at all levels
• Demonstrate effective telephone techniques that meet Quality Assurance standards
• Acquire multiple product knowledge to enhance ability to understand customer needs across different SingTel products.
• Identify processes, procedures and workflow improvements and assist in the implementation
• Meet and/or exceed all individual and team Key Performance Indicators (KPI) set by the management

Qualifications

• At least 5 GCE ‘O’ Level credits (including English) or SPM P3 and above (including English)
• At least 2 years in customer service/ 1 year call center experience

• Strong team player

• Self-driven individual with a positive attitude
• Customer-oriented with good interpersonal and communication skills (oral and written)
• Pleasant disposition and personality
• Highly adaptable to a fast-paced and dynamic environment
• Problem analysis and problem-solving skills

• Willing to work rotating shifts, if applicable

3. Job Design

SingTel is Asia’s leading communications leader and its main business is not only the digital products the group provide but also the customer service it provide to all their customers in order to stay competitive. In order for the company to have an advantage in the competitive they face in a fast changing market of Singapore, we have decided that we need to design the customer care team leader and customer care officer roll to ensure there is a strong customer care team managing the customer expectations and experience and eventually contribute to the company achieving its goals.