#MobExAwards spills: giga! looks to impress data hungry contract free customers

The brand giga! was created with a very specific goal in mine - to prove a better, simpler and more intuitive experience that is customer-centric with no hidden cost. This year giga! walked away with silver award for MARKETING-INTERACTIVE's Mobex Awards for Best Mobile Growth Strategy / Campaign and two bronzes in Best Insight-Driven Mobile Campaign and Best Use of Mobile – Government, Utility & Services.

Given the intense competiton in the Singapore market with new players joining the ranks of MVNO operators in the tiny island, and customers becoming more data savvy and hungry than ever, customers wanted value plans without being tied to a mobile contract laden with terms and conditions. They wanted customised and mobile-optimised products with the shift towards a “mobile first” mentality. 

Aletheia Y.P Green, head of giga!, shares with us how the brand hopes to evolve and what customers were looking for in this interview with MARKETING-INTERACTIVE.

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series. To find out more about the awards, click here.

How has your client expectation evolved?

Green: We know consumers want a seamless experience, transparent pricing, a reliable network and above all a brand that is ever-evolving to meet their ongoing mobile needs. This is why giga offers contract free plans, free rollover data, instant views of usage, no hidden fees, no excess charges and have involved consumers in the creation and design of the giga service. Our single-minded focus continues to be the most customer-centric digital telco in an app. We continue to listen to consumer feedback whilst allowing for critique of our brand to be aired in public. This allowed us to openly address problem areas and create products and user journeys that consumers truly wanted – simple, frictionless experience complete with innovative features. The message of bringing customers the “Best Mobile Service in an App” was carried thru Word-of-Mouth and Viral Marketing, delivered through social and mobile touchpoints. In turn allowing giga to gain the highest NPS scores among Singapore telcos today.

How has your marketing/your clients marketing plans shifted this year?

Green: Marketing plans are ongoing however we have had to become more resourceful in driving customer engagement and media efficiencies. Being an agile, innovative and constantly evolving brand, giga is a big fan of automation and innovative digital solutions. We have placed greater emphasis on digital advertising mediums that strengthen brand awareness and include cross-product solutions that drive consumer engagement across all touchpoints to cater to changing consumer behaviours.

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Green: The pandemic that hit the world this year has reshaped our lives and the way we now work. These crisis moments present numerous opportunities: more sophisticated and flexible use of technology, less polarization and appreciation for simple things in life

We at giga understand that many of our customer needs and requirements have changed during this period, as such, we have continued to provide support throughout the pandemic and post-pandemic. As we all do our part to stay safe, our teams continue to work hard bringing consumers the best mobile experience in an App. We continue to offer next day home or office delivery, 9AM to 9PM Monday to Friday and 9AM to 6PM on Saturdays. We have created hundreds of Frequently Asked Questions on www.giga.com.sg for prompt support and resolution. GINO our virtual chatbot is available 24/7 while our gigaCare agents remain online Mondays to Saturdays 9AM to 6PM. We want to enable an environment for customers to connect and have better access to communication. 

We value people first; the safety and wellbeing of our employees are a priority. We have tried to create connection and support the mental health of our teams by frequently communicating in transparent, honest ways using videos rather than just written communication thru what we have branded as “e-gigahuddles”. These regular online huddles include virtual lunches, themed days like “wear pink/ show off your favourite coffee mug and weekly session providing direct access to leaders. We have found that maintaining a sense of culture and community is critical for employee engagement and productivity.

What do you think makes for great marketing these days?

Green: Great marketing to us is the ability to answer these three questions:

Q1 : Who is it that wants and needs to hear what we have to say?

Q2 : What problem do they have that we are able to solve?  

Q3 : How can we solve that problem in a way that is different from everyone else

How are you planning for 2021?

Green: One of the many things 2020 has shown us is that plans get derailed. Hence, as we plan for 2021, we’ve taken this as a lesson to leave a little wriggle room in our budget. The other thing 2020 has taught us is adaptability, so for 2021, we’ve come up with some ways to change things up (for example modify products/services and customer experience to align with customer buying behaviours). We continue to stay committed to our decisions in providing the best mobile service in an app, and to build in greater flexible in our approach for customer experience and product.