Singtel unveils new service commitments as part of rebranding exercise

From April, Singtel will also shorten the window for its technicians to show up at homes or offices for equipment installation to 30 minutes, from two hours. -- PHOTO: SINGTEL
From April, Singtel will also shorten the window for its technicians to show up at homes or offices for equipment installation to 30 minutes, from two hours. -- PHOTO: SINGTEL

SINGAPORE - Singtel customers can expect shorter waits when buying a new device or phone line, as the telco unveils new service commitments as part of its rebranding exercise.

Customers can now visit its website to make appointments or reserve a handset to be picked up at any of the 10 Singtel shops islandwide. They will receive a priority queue number at the shop when they show up for their appointment.

From March, customers can also request call-backs by Singtel hotline officers at their preferred time.

And from April, the telco will also shorten the window for its technicians to show up at homes or offices for equipment installation to 30 minutes, from two hours.

These operational tweaks are part of the rebranding exercise, which was more than a year in the making. The telco declined to reveal the amount of its "substantial" investment involving training, marketing and technology costs.

Unveiling its new logo - which has an arc of five red dots over its name signifying innovation and ongoing business evolution - Singtel group chief executive officer Chua Sock Koong said: "We need to change our brand as the market evolves...When we look at competition here, it is not just traditional telcos but also OTT (over-the-top) content players."

OTT players distribute their services including voice and video over the Internet. Recent well-known examples include messaging app WhatsApp and video-streaming service provider Netflix.

Singtel last changed its logo 16 years ago.

itham@sph.com.sg