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No bots allowed: Local firm’s people-first approach wins customer hearts
By prioritising personalised problem-solving and human interaction, Prism+ has earned both a loyal following and industry recognition
Prism+ prides itself on showcasing the human element behind its customer-centric approach. PHOTO: PRISM+
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When faced with a particularly difficult service complaint, this chief operating officer (COO) does something unexpected: He visits the customer’s home to address their concerns personally.
For Mr Joseph Tsao, this willingness to step out of the boardroom and into living rooms is not just for show – it is his way of resolving issues through genuine connection.
“It can be difficult to call and write emails as so much gets lost in translation. Sometimes the best way to help is to just go to their home and talk to the customer,” he says.
In the consumer electronics sector, where customer satisfaction can make or break a brand, this direct engagement sets a new standard for attentive service at Prism+. Mr Tsao’s modus operandi has become integral to Prism+’s overall customer experience strategy.
Under his guidance, the firm has cultivated a culture that values personalised solutions and human interaction. This dedication has won Prism+ hearts and awards, including Singapore's Best Customer Service 2024/25 as surveyed by Statista and The Straits Times, in the sub-category of consumer electronics (online) under Home Goods.
“This is a collective effort and it really means a lot to the team,” says Mr Tsao. “This award really proves that our hard work has not gone unnoticed. However, we didn't do anything new, we just kept doing what we do best.”
Getting closer to the people they serve
While Prism+ is known for its innovative home appliances, the firm’s true differentiator is its people-first mentality. Mr Tsao says every product development decision is driven by customer feedback and real-world usage scenarios.
“We always have the customer in mind, in everything that we do. Starting at the beginning stages of research and production, and ending with happy customers in their homes,” he explains.
For instance, when customers expressed frustration with complex TV setups, Prism+ responded by offering personalised setup assistance. This attention to user experience has set them apart in a crowded market.
The home-grown firm is also investing heavily in customer experience. Post-pandemic, the brand employs almost a hundred customer experience officers. Its air conditioning servicing team has also grown from just four to over 120 highly trained technicians in just two years.
Going against the grain of conventional wisdom, the brand is continuing to grow its in-house servicing teams across the board – as it seeks to decrease dependence on subcontractors despite the time and costs involved.
Mr Jonathan Tan, managing director of Prism+, speaks about its customer service experience standardisation: “We chose to grow, train and invest in our in-house technicians despite it being more costly and difficult to set up versus outsourcing to subcontractors. This allows us to maintain a tighter control on the quality of work and the workmanship to ensure the best customer experience.”
Providing a human touch in a digitised world
In an age of chatbots and automated responses, Prism+ has also chosen to invest in human connections. The chat box on its website features live customer service representatives ready to answer any questions you may have.
The firm also lists its phone number on its website to ensure that customers always have someone to turn to when they need help. This type of human interaction is key to understanding and solving any problems the customer may have.
“The thing about customer service nowadays is, there are all these new technologies that don’t really work for us,” says Mr Tsao. “We always want our customers to feel that a live human being is there to speak to them.”
Good customer service does not only occur in the face of challenges. Prism+ also takes proactive measures to keep satisfaction high, such as sending reminders to customers when it is time to service their Prism+ Zero Smart Air Conditioners, helping prevent future issues and breakdowns.
Maintaining high service standards at scale
It can be argued that Prism+’s ability to offer highly personalised service stems in part from its current scale and focus on the Singapore market – fuelled by its meteoric growth since the pandemic.
The home-grown firm has since expanded its product offerings to include home appliances such as smart ceiling fans and refrigerators, with plans to launch more home solutions in Singapore later this year.
As the firm continues to grow, it faces the challenge of maintaining its high level of customer service. To address this, Prism+ is expanding its training programmes to ensure that its representatives have the skills and knowledge to provide the best possible service to its customers.
Complementing this focus on people is its dedication to product innovation. With an in-house research and development team (R&D), Prism+ can quickly respond to market trends and customer feedback.
This agility extends to its manufacturing process, where close collaboration with factories ensures that high-quality standards are met, always with the user experience in mind.
Mr Tan says, “As much as we pride ourselves in our customer service, we are constantly striving to reduce the need for customer support by taking preventative measures.
“Our scale allows us to take a data-centric approach in our R&D to improve and reduce potential issues across every part of our value chain, from product design to manufacturing and installation.
Building a customer service powerhouse
Prism+'s commitment to customer care extends beyond product delivery. The company has implemented a robust after-sales service system, including:
24/7 customer support hotline
- Round-the-clock availability ensures customers can get help at any time
- Live representatives, not automated systems, handle calls
- Phone number listed on the website for easy access
Rapid response teams
- In-house technicians specifically trained on Prism+ products
- Not outsourced to contractors, ensuring consistent quality of service
- Allows for standardisation of the customer service experience
- Technicians have a deeper, more nuanced understanding of the products
Regular check-ins post-purchase
- A proactive approach to customer care, not just reactive problem-solving
- Includes sending reminders for routine maintenance, such as air conditioner servicing
- Helps prevent future issues and costly repairs
- Demonstrates ongoing commitment to customer satisfaction beyond the point of sale
For more information, visit Prism+.
