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SingTel makes a new brand promise

Zafar Anjum | Jan. 21, 2015
Asia’s leading telco undertakes logo refresh, promises to “make everyday better” for customers

Singtel CEOs

From left: Singtel Country Chief Officer Singapore, Mr Bill Chang, Singtel Group CEO, Ms Chua Sock Koong and Singtel CEO Consumer Singapore, Mr Yuen Kuan Moon unveil the new Singtel brand

In a white tent next to a bustling MRT station opposite its headquarters in Singapore, the leaders of Singtel, Singapore's biggest telco, unveiled a new brand identity and a logo refresh, their first in 16 years.

The new logo is marked by a signature red arc that reflects innovation and the ongoing evolution of the business. The word "Singtel" bears friendlier curves and rounded corners to show the company is approachable, caring and optimistic. The lower case "t" celebrates the company's heritage as a telco and marks its transformation into a leading multimedia and ICT services company.

With the slogan (strap line), ' Let's make everyday better', Singtel's leaders said that the new Singtel aims to celebrate customers' everyday achievements and help them discover experiences that are effortless and seamless in everything they do - at work, at home or when doing their favourite things.

 "The last time we changed our brand identity was 16 years ago," said Singtel Group CEO Chua Sock Koong. "We needed to evolve and our brand and business needed change. In this digital age, we recognise that customers also want things simpler, faster and delivered by people who truly care."

"What is most significant is the customer promise that we will make everyday better for our customers," said Singtel CEO Consumer Singapore, Yuen Kuan Moon."We have been gathering feedback. It is day to day things that need to get better."

According to Yuen Kuan Moon, making everyday experiences better with service enhancements, Singtel will continue to strengthen its network reliability and speed, and launch new innovative products. It plans to reshape the customer experience with a series of new service promises, including shorter waiting times and distinct recognition of customer loyalty.

Effective today, he said that customers can book their preferred appointment times with Singtel shops via This will reduce customers' waiting time at the shops.

Also, effective March 2015, customers can request call-backs by Singtel hotline officers at their preferred times. From April onwards, customers with service appointments can expect Singtel technicians to arrive within 30 minutes of their appointment time.

Change in staff mindset

Singtel HQ

"The most important change is in the mindset of the staff," he said. "It is just not a logo change but how we view our customers."

"It is not just the frontline staff that is facing the customers. But all staff, even backroom staff, have to go through this change and training so that we all share the same mindset," he added.

For example, they have an app called "Stafffish". Now, all staff can download the app and capture customer feedback.


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