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How this online trading platform uses customer experience to raise service standards

Faster, better and richer resources to help customers make informed decisions. That is what Tiger Brokers’ clients want from the online trading platform. And many of their wish lists were fulfilled last month when the company released version 8.0 of its mobile application, in conjunction with its eighth anniversary.

The new iteration of the app is driven by customer feedback. For instance, to meet requests for more educational resources, it makes it easy to gain access to market experts through live-streaming sessions and in-app knowledge hubs.

Like many of Tiger Brokers’ previous updates and improvements, this new modification demonstrates its customer-centric approach.

As Tiger Brokers (Singapore) chief executive Eng Thiam Choon puts it: “To us, good customer service is listening to our customers and constantly refining the customer user experience to best suit their needs. We constantly seek to better understand the evolving needs of customers.”

The multiple customer service channels include a telephone call service on weekdays from 8.30am to 6.30pm; an online in-app chat service on weekdays from 8.30am to 5am the next day; WhatsApp chat at +65 6331 2277 on weekdays from 8.30am to 5am the next day; e-mail at service@tigerbrokers.com.sg; and Facebook Messenger (@tigerbrokerssg).

“We value and take customers’ views seriously, and take necessary steps to implement such feedback across all customer touch points – our website, online and phone-based trading platforms, among others,” says Mr Eng.