Singapore Telecommunications Limited (ASX:SGT)
owned Optus has pledged to up its customer service efforts, flagging social media as the key to its improved model.
The telco’s chief country officer Kevin Russell says the company hopes to make Optus Australia's most loved service brand.
Mr Russell says Optus is focused on net promoter score, a metric used to gauge how consumers feel about a particular brand.
He says while Australia’s big four banks have turned consumer sentiment in their favour over the past couple of years; the major telcos are lagging behind.
Mr Russell says that engaging through social media will be pivotal in turning this metric around, adding that social media is the way of gauging word of mouth marketing.
Singtel generated a net profit of $2.7 billion for fiscal 2013.