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The difference between average and excellent customer service starts way before having any customers; everything begins with the culture and values embraced by the company from day one.Customer service is changing rapidly from the traditional outsourced call centre to a strategic high-touch multi-channel to engage with customers, and the startups that aspire to win must own customer service to be ahead of the game.

Jose Diaz is an ex-Pay Pal employee, an expat in Singapore and the Head of Customer Relations at Yolo Pay #Yolo Lite. (Women on Top in Tech is a series about Women Founders, CEOs, and Leaders in technology.

New consumer habits require a new mindset from organizations, especially in financial services.

Fin Tech startups are born as customer-centric organizations and have a significant advantage over the archaic models of the big institutions that have maintained the old “one size fits all” customer service mindset for decades. Build a self-service FAQ for the DIY customers: In my first point, I talked about how important it is to keep the human touch, but this point is about allowing your customers to self-resolve their issues with no human interaction.

In Singapore, startups are driving the national vision of using technology to improve the quality of life of the people in the country.

In addition to the Smart Nation vision, Singapore is also pursuing customer service excellence for the last few years, and not with the best results yet.

Create power users and let them be the voice of your brand, remember that brand advocates are companies biggest asset.

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