Monday, September 2, 2013

What is the use of Vision, Mission, and Core Values?

Singtel is a large organization, it seems to be well funded, but with such bold Vision, Mission and Core Values are those shared throughout the organization?


Breaking Barriers, Building Bonds.

We enable communication by breaking barriers and building bonds.
We help businesses and people communicate anytime, anywhere and in various ways.
We make communications easier, faster, more economical and reliable by:
  • Breaking the barriers of distance, price, time and technology, and
  • Building strong bonds among SingTel employees, and with our shareholders, customers and business partners.
We believe that creating and delivering value to our customers, employees and shareholders is fundamental to our business.

Core Values

SingTel's Core Values underpin our desire to create a unity of purpose across the Group. They reflect our common aspiration to foster a performance-based culture that is open and innovative, and that promotes mutual trust and engagement.

Customer Focus

Our success is based upon our customer focus. We listen to, and connect with, customers and treat them with dignity and respect. By understanding and anticipating their needs, we make it easy for our customers to do business with us. We aim to offer them value and quality services to enrich lives and enhance business success.

Challenger Spirit

The creativity and innovation of our people set us apart. We look for better ways of doing business and share a passion for making a difference. When faced with challenges and opportunities, we do not say “Cannot” but ask “Why not?”.  We are tenacious and we compete fairly.


With Traditional Media, you would think this is such a great caring company. Probably a good company to do business with. However with technology and social media today, marketing is no longer a simple job. Customer service is not just a nice to have department to generate report. Engaging in social media is not just something a company could do because its cool or everyone has it.

Singtel Word Cloud.

Many of the words used to describe Singtel does not seem that positive. Isn't the vision share throughout the company?


Singtel actually has quite a good response team on Facebook, they can direct the customers to the right place to share their problem. However, these other places are not very accessible. I've tried calling Singtel in the past and it too such a long time before I could talk to a human on the other end, I usually end up going to a Singtel store, and sometimes, they want me to call to resolve the problem.

So in essence, customer service is not so good.

And yes, on Twitter, Singtel is not so well spoken of. just type in Singtel in Twitter search, and I've always came out with negative remarks.

You can also find a lot of blogs talking negatively about them. So why are companies on social media if they are not engaging? Are the vision, mission, core values not shared by the employees?

I feel this is very common in traditional Asian companies. When the organization get to a certain size, the management although would like to embrace new technology, trends and communication channels, the staff, customer service and other employees not necessarily gets empowered much to do things. As a result, most of the brilliantly written values are not shared through the organization.

Lets look at the govern....

I guess I should not go further and you get what I mean.

It is important that the values of a company is shared throughout the organization. If the customers want to be treated right, the staff has to be well trained, paid well and empowered to do their jobs. Having social media does not make customer service better.

-- Robin Low

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