Across Asia Pacific, organisations are being challenged to modernise customer engagement while balancing cost pressures, rising service expectations, and increasingly complex customer journeys. At StarHub, this challenge was reframed through a clear company-wide strategy: putting human centricity at the heart of every digital interaction.

In this session, StarHub shared how it modernised AI-driven self-service by unifying channels, rethinking knowledge as a foundation, and balancing structured automation with Generative AI. Attendees learnt how StarHub delivered more intuitive self-service, seamless agent handovers, and measurable improvements in customer experience.

Discussion Themes:

• • StarHub’s company-wide strategy toward human centricity and how it shaped digital customer engagement decisions
  • Redesigning self-service and assisted service as a single, continuous customer journey
  • Combining deterministic workflows with Generative AI, grounded in a unified knowledge foundation
  • Practical learnings from establishing a single source of truth for customers, AI, and agents to enable trust, consistency, and operational confidence
  • Outcomes of the transformation: improving experience quality, trust, and loyalty