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Starhub monitoring social media to respond to customers’ needs
Its social monitoring technology can identify and tag conversations about the telco so it can tackle issues as they emerge.
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SINGAPORE - Telco Starhub has set up a "listening lab" so it can respond to customer issues more efficiently.

It uses social monitoring technology to listen to conversations about the company on its own Facebook pages and public discussions on other social media networks such as Twitter.

The software uses keywords and phrases like "poor broadband connection" or "mobile signal drops out" to identify negative, positive or neutral sentiments.

Assistant vice-president Darren Choo said the technology can identify and tag conversations about the telco so it can tackle issues as they emerge.

Social media statistics company Socialbakers said the telco takes 61/2 hours to respond to customer questions on Facebook with appropriate solutions, 32.1 hours less than the industry benchmark in Singapore.

Mr Choo said: "There are two types of conversations. One talks to us, which allows us to engage them directly either to answer their questions or solve their problems.

"Another is where they are talking about us. If it is something that Starhub can help, then we will engage them directly." If it shows a customer has a problem, Starhub can address the situation quickly.

"Having the ability to track results on our social media efforts allows us to better address all concerns more effectively and resolve issues for customers more efficiently," said Mr Choo.

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