Singtel Group Digital L!fe wanted to engage with customers and incorporate their insight into key marketing and managerial decisions.


  • Singtel provides a diverse range of communications services, including cable, Internet, TV, mobile and data, to more than 500 million customers across Asia and Africa. Singtel Group Digital L!fe is a new division charged with developing digital products across several new business units.
  • 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. 


  • 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.


  • Vision Critical’s platform has become a critical tool for illuminating business challenges for Singtel Group Digital L!fe — and helping to resolve them.
  • Singtel has been able to establish an ongoing dialogue with digitally savvy customers, influencing company strategy and direction.

Learn how you can engage your audience for insight