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11 Key Insights From StarHub Ltd’s Management Team From Its Latest Annual Report

Telecommunications outfit StarHub Ltd  (SGX: CC3) had released its latest annual report a few months ago.

The report, which is is a great place to learn more about the telco, included a section with comments made by members of StarHub’s senior management team. I had managed to pick out some interesting insights from there.

For the first three insights involving changes in StarHub’s management team and business landscape, click here. The next three insights are about StarHub’s efforts to bring its business up to another level – they can be found here. What follows are three thoughts management has about the company’s Enterprise Fixed Services segment.

Here are two more about how StarHub intends to protect its turf.

Protecting the house

“[Chief Marketing Officer Howie Lau:] The customers’ changing content consumption habits and existence of OTT providers have created some buzz for a few years now. These providers tend to only have a limited range of content to offer.

We believe our StarHub TV, with over 200 channels, caters to a much wider range of tastes and preferences. We have a strong line-up of US-centric content as well as a wide portfolio of multi-cultural Asian and local programming.”

Lau thinks that StarHub’s TV content is more substantial and is able to cater to a multi-cultural Singaporean audience. He believes that other over-the-top services will serve to complement StarHub’s broad range of channels and not act as substitutes.

Do we have loyal customers? 

“[Senior Vice President for Customer Service Experience Diana Lee:] To better gauge how our team is doing, we started using the Retail Net Promoter System (NPS) to measure our customers’ experience and loyalty. From a score of 1.4 in 2014, it improved by leaps and bounds to 30.5 by end 2015, even as cost was tightly controlled.”

The Net Promoter System (NPS) is a tool to gauge customer loyalty. It pinpoints a customer’s satisfaction level by asking a simple but important question: Would you recommend a company’s services to a friend or colleague? In essence, it provides a gauge of whether a company’s existing customers will keep using its services.

In the quote above, Lee noted that StarHub has been able to lift its NPS score over the past two years.

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The information provided is for general information purposes only and is not intended to be personalised investment or financial advice. Motley Fool Singapore contributor Chin Hui Leong doesn't own shares in any company mentioned.