<TABLE border=0 cellSpacing=0 cellPadding=0 width="100%"><TBODY><TR>A loyal subscriber says: Buck up, mio TV
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<!-- START OF : div id="storytext"--><!-- more than 4 paragraphs -->THE battle among the two telcos for a greater share in the local cable TV market is indeed exciting to watch, and it should result in greater benefits for customers.
I have noticed, however, that the limelight was disproportionately on the winning of the English Premier League (EPL) telecast bid. While it is understandable that such attention is due to the huge base of football fans in Singapore, both telcos, especially SingTel, should work harder on other areas to retain its current customers and to attract new ones.
I am a loyal customer of SingTel and have recently re-contracted my mio TV bundle. Despite the unhappiness over poor customer service in the past five years or so, I decided to re-contract, trusting that SingTel would have made improvements over the years, given the fierce competition with its rival.
However, problems with mio TV have disheartened me greatly. Less than two weeks after re-contracting, I began to experience several technical difficulties. I wasted much time contacting customer service (the lack of internal coordination between customer service officers was apparent) and having technicians over to rectify the problems.
To add to my misery, the technical difficulties are still recurring despite the promises of quality products and services that SingTel has made to its customers.
Instead of striving to maximise the satisfaction level of its current customers through quality customer service and products, SingTel has chosen to invest in a short-cut method - winning the EPL bid to hook customers.
This may indeed generate interest in the short term. If StarHub manages to win the EPL bid again in time to come, SingTel will be back to square one. Therefore, it is crucial for it to rethink its marketing strategy if it wishes to gain a greater market share.
Whoever can ensure maximum customer satisfaction by enhancing the quality of their services and products would have the last laugh in this battle.
Clare Chong (Miss)
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<!-- START OF : div id="storytext"--><!-- more than 4 paragraphs -->THE battle among the two telcos for a greater share in the local cable TV market is indeed exciting to watch, and it should result in greater benefits for customers.
I have noticed, however, that the limelight was disproportionately on the winning of the English Premier League (EPL) telecast bid. While it is understandable that such attention is due to the huge base of football fans in Singapore, both telcos, especially SingTel, should work harder on other areas to retain its current customers and to attract new ones.
I am a loyal customer of SingTel and have recently re-contracted my mio TV bundle. Despite the unhappiness over poor customer service in the past five years or so, I decided to re-contract, trusting that SingTel would have made improvements over the years, given the fierce competition with its rival.
However, problems with mio TV have disheartened me greatly. Less than two weeks after re-contracting, I began to experience several technical difficulties. I wasted much time contacting customer service (the lack of internal coordination between customer service officers was apparent) and having technicians over to rectify the problems.
To add to my misery, the technical difficulties are still recurring despite the promises of quality products and services that SingTel has made to its customers.
Instead of striving to maximise the satisfaction level of its current customers through quality customer service and products, SingTel has chosen to invest in a short-cut method - winning the EPL bid to hook customers.
This may indeed generate interest in the short term. If StarHub manages to win the EPL bid again in time to come, SingTel will be back to square one. Therefore, it is crucial for it to rethink its marketing strategy if it wishes to gain a greater market share.
Whoever can ensure maximum customer satisfaction by enhancing the quality of their services and products would have the last laugh in this battle.
Clare Chong (Miss)
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