How StarHub Powered Omnichannel Support with Haptik




Facebook, WhatsApp, Website

Live Since

January 2020

Product Used

Customer Care, Lead Generation


Haptik has been instrumental in our support scaling efforts by helping our customers with the most accurate solutions across channels. Since partnering with Haptik we’ve been able to reduce our support wait times by almost half, thereby reinventing our digital DNA through innovation and operational excellence and achieve impactful improvements in customer experience.

 –Chris Lipman, Chief Customer Officer, StarHub


StarHub is a leading homegrown Singapore company that delivers world-class communication, entertainment, and digital solutions. With extensive fiber, wireless infrastructure, and global partnerships, StarHub offers high-quality mobile and fixed services, a broad suite of premium content, and a diverse range of communications solutions. With over 2 million customers, StarHub Mobile is the second-largest mobile network operator in Singapore with close to 30% market share. 


Business Goals

StarHub was looking to deliver prompt support and enhance CX on messaging channels and also deliver a blue-chip customer experience with NPS being its North Star metric.

  • StarHub’s customer support was manual and archaic, dampening the operational performance, and overall frontline customer experience
  • Inconsistent handling of issues, longer wait times, customer dissatisfaction, and a high churn rate.
  • Agents had to toggle between multiple platforms to fetch information for customers, inability to share technical diagrams and photos with customers, affecting agent productivity
  • The brand wanted to expand support on messaging channels such as Facebook and WhatsApp 



Haptik worked with StarHub to build an Intelligent Virtual Assistant for their Facebook Page to answer queries for their services across Digital TV, Cable, IPTV, Broadband Internet, Telephone, and Mobile. With the immense traction garnered by the Facebook virtual assistant, StarHub also enabled their AI assistant on their Website & WhatsApp. 

  • The IVA contains 3000+ unique intents to answer queries around Prepaid plans, Fiber broadband, Brand Offers, and Recontract Eligibility.
  • 50+ pre-built journeys to help users activate/de-activate Data Travel plans, roaming plans, Troubleshooting guides, etc.
  • Improve NPS i.e. Net Promoter Score from -40 to +10 in less than 6-8 months
  • Routes complex issues to the StarHub support team, ensuring a smooth handoff between AI and agents. 
  • Significant improvement in first response time for routine queries such as account balance, plans, billing,  new offers, etc.


Key Use Cases


Business Impact


Improvement in NPS


IVA accuracy


In-built intents

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