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StarHub accelerates growth and delivers superior customer experience with Qualtrics

Last updated:  April 16, 2024

New CX program key initiative in StarHub’s goal to achieve $500 million in growth and cost savings by 2026

SINGAPORE, April 17, 2024 – Qualtrics, the leader and creator of the experience management (XM) category, today announced StarHub, a leading provider of telecommunications, entertainment, and digital services in Singapore, has selected Qualtrics® to increase market share and accelerate growth by helping the company to decisively identify and bring to market new and optimised products, services, and experiences aligned to the evolving and diverse digital needs and behaviours of consumers in Singapore. 

The multi-year agreement is a key initiative in StarHub’s strategic transformation programme (DARE+), which targets a combined $500 million in cost savings and revenue growth by FY2026 through an expanded digital product and entertainment offering, and a superior, simplified experience across all customer engagements.

“To drive sustainable and impactful growth in business today, organisations must be able to quickly understand and take action on the greatest friction points and unmet needs in their business. It means experience management technologies are now a critical tool for every company, leader, and team, and the people-centric focus being adopted by organisations like StarHub is helping drive growth, savings, and productivity for organisations across Southeast Asia and the globe,” said Mao Gen Foo, Head of Southeast Asia, Qualtrics. 

“Aligned with our DARE+ initiatives, StarHub remains committed to exploring new ways to elevate our customer service experience and take it to the next level,” said James Riley, Vice President of Customer Lifecycle Management, StarHub. “The real-time, multi-channel insights and capabilities Qualtrics brings us will be a key driver in understanding our customers better, allowing us to make precise and efficient decisions when it comes to our overall customer experiences.”

StarHub will be able to continually evolve and scale its customer experience programme to accommodate changing consumer behaviours and product offerings, working closely with the team of XM experts at Qualtrics to optimise its investment. The programme will be implemented by Qualtrics Partner Merkle. 

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About StarHub

StarHub is a leading homegrown Singapore company that delivers world-class communications, entertainment and digital services. With our extensive fibre and wireless infrastructure and global partnerships, we bring to people, homes and enterprises quality mobile and fixed services, a broad suite of premium content, and a diverse range of communication solutions. We develop and deliver to corporate and government clients solutions incorporating artificial intelligence, cybersecurity, data analytics, Internet of Things and robotics. We are committed to conducting our business in a sustainable and environmentally responsible manner. Listed on the Singapore Exchange mainboard, StarHub is a component stock of the SGX iEdge SG ESG Leaders and Transparency Indices and included in ESG-focused FTSE4Good Index Series. StarHub is ranked as the world’s most sustainable Wireless Telecommunications Service Provider and Singapore’s most sustainable Telco, in Corporate Knights Global 100. Visit for more information.

About Qualtrics

Qualtrics, the leader and creator of the experience management category, is a cloud-native software provider that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees – so they can understand their greatest friction points, retain and engage top talent, and deliver the right products and services. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action. Qualtrics uses its vast universe of experience data to form the largest database of human sentiment in the world. Qualtrics is co-headquartered in Provo, Utah and Seattle. To learn more, please visit

About Merkle

Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. Merkle has more than 16,000 employees in 30+ countries throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit