For Singtel Group Digital L!fe, traditional customer research wasn’t quick or flexible enough to capture customer feedback and turn insight into actionable results.
The business needed a real-time, cost-effective solution that would provide internal stakeholders the opportunity to participate in the process of gathering customer insight.
Singtel Group Digital L!fe wanted to engage with customers and incorporate their insight into key marketing and managerial decisions.
In 2012, Singtel launched the Digital Advisors, a community composed of more than 10,000 technologically savvy individuals.
Members of Singtel’s customer insight community participate in traditional attitudinal or behavioral questions, trials of new digital products, discussion forums to surface new opportunities and recruitment for qualitative feedback. The marketing and market research teams can now connect the company’s internal business stakeholders directly with community members, bringing the voice of Singtel’s customers into important business decisions.