Singtel named a “master of digital experience”

Singtel ranks among five operators named “masters of digital experience” in Analysys Mason’s latest Digital Experience Index (DXi).

Singtel and subsidiary Optus, along with Telefonica, AT&T, Etisalat and Swisscom were the only operators to be classed as entering the “digitalized” stage of digital maturity, with only Swisscom considered to have fully entered this stage.

The report ranked 50 operators worldwide on their ability to provide a digitalized user experience, graded by criteria including automation in customer support, the presence of unified omni-channel support and the option of new digital channels for customers such as in-app chat, web-to-chat or chat-to-voice.

Operators’ capacity to provide personalized offers, basic or advanced customer self-service and social media support were also taken into consideration.

The report also shows that nearly all operators believe that providing their customers with a modern digital experience is critical to their future.

“Providing a modern digital experience is considered by all operators as critical to their competitive position in the future – especially among young and increasingly tech-savvy consumers whose expectations are being shaped by the newer players such as Alibaba, Amazon and Facebook,”  Analysys Mason partner and head of telecoms software and networks Larry Goldman said.

He said the digital experience index model represents a way for operators to assess their potential new customer experience improvement projects in all aspects of the customer lifecycle, comprising investigation, buying, onboarding and support of goods and services.