Executive summary

As Singapore’s first fully-integrated information-communications company, StarHub provides world-class information, communication, and entertainment services. StarHub wanted to evolve into an engaging social business, thereby positioning StarHub as a global leader in social media. To accomplish their goals, StarHub built a Khoros-powered community where customer support inquiries could be resolved efficiently, they could leverage the efforts of superfan advocates, and they could garner global recognition as a leader in social media.

StarHub realized that their customers had become more vocal: they didn’t hesitate to speak up when the brand didn’t perform up to their expectations. However, StarHub also noticed that their customers were willing to partner with them to create a better product and customer experience. StarHub sought to address both their customers’ needs and their own with a robust social media presence. StarHub’s goal was to build long-term relationships with their customers, but they found it challenging to do so on existing social media platforms. They decided instead to launch their StarHub Community, powered by Khoros, to manage both the challenges and opportunities of social media.

StarHub’s Khoros-powered community has helped them manage customer feedback in a structured, constructive way. Now, customers can quickly find answers to their questions on the community by searching for the relevant discussion thread. The positive, constructive tone of StarHub’s community helps them better manage customer service queries and also build a community of superfans. StarHub conducted a poll and found that 43% of their customers visited their community for service support and 82% received an answer. These customers did not have to speak to the call center to resolve their issues, which lead to higher customer satisfaction.

“Through our community, we have managed to turn a customer who might have become angry before into one of our top advocates.”

— Darren Choo
AVP of Social CRM, StarHub