Pay Bills and Win/Win with Singer Sri Lanka

When a person recalls the name Singer, the first association which pops up into their minds are household appliances. The Brand has become synonymous within the market as the dominant agent who specialize in household electrical appliances. The fact which is usually overlooked, is that the brand’s scope exceeds beyond the sale of electrical appliances. Financial Services is dedicated to cater to the financial requirements of its clients. The breakthrough venture which keeps Singer in high regard is the utility payment scheme which took the nation by storm. Head of Financial Services Viresh Gomes shared some light regarding the entire facility.

What led to the bold decision to dive into utility payment?

Singer is famed for its household products ever since its inception. However, it wished to create a difference. Throughout the years, the SINGER Management considered the feasibility to ensure a platform to handle household bill payments. The scope considered was the utility, credit card, mobile charges (both pre-paid and post-paid), Lease payments and insurance payments etc. Over the time, new pathways have been discovered.

Singer wishes to be known as the backbone for utility payments, as well as the alpha within the household appliance sector. The bill payment system supported by WESTERN UNION money transfer generates organic growth by increasing the shop traffic. The process has earned the brand revenue, but the core purpose of the strategy is to give the much needed solution for Singer’s precious clients.

What are the banks and other entities partnered with Singer?

The first component that needs to be considered are the credit cards. Associations are established with HSBC, Amex (MasterCard offered by NTB), Pan Asia and Standard Chartered Bank. Partnerships with Ceylon Electricity Board, LECO ( Lanka Electricity Company Pvt. Ltd), National Water Supply and Drainage Board, Sri Lanka Telecom are established to simplify utility payments.

Insurance bills can be paid at Singer due to the connections ensured between Sri Lanka Insurance, AIA Insurance, Union Assurance, MBSL Insurance, Janashakthi Insurance and Allianz Insurance. Lease rentals from CDB Bank can be acquired through Singer.

Whenre mobile payments are concerned, Singer has tied up with all the top players in the Market. These associations include Mobitel, Dialog, Dialog Broadband Network, Dialog TV, Hutch, Airtel, Etisalat and Lanka Bell. All reloads and bill payment to these agents can be done through Singer.

In addition, Singer facilitates Ez cash and Mcash reloads transfers and withdrawals (in and out) through top up and counter payments. Close to 40 different payment facilities are made possible through this interesting feature.

How are the customers notified about these existing facilities?

Regular advertisements are carried out to keep the public updated (through both printed and digital media). Sending SMS alerts to the existing customer base, Radio sponsorships aid the delivery of the message to a wider audience. Advertisements are broadcasted in identified places where the public normally gathers; Passport office, ID card o f f i c e, Labour Secretariat, Jayewardenepura Hospital and Castle Hospital. Once a few gets the taste of the news, the rest of their associates, peers and acquaintances will be notified.

What is the convenience that the customers can feel through this utility payment facility?

Payment of utility bills can turn out to be a hassle. The times where a person visits the relevant institute to settle the payment, only to be found facing a heavy queue, or to find that service provided seems inefficient and lacking, are in abundance. Some instances dictate that the payee should visit a specific location to settle the payment. Most of the time, the payee turns back and returns home, with the intention of settling the payment on a different day; which he or she ultimately forgets. In that case, they run the risk of losing that facility entirely.

It is true that mobile payments can be made at banks, but the places where a reload can be made is rather scarce. This is the much deserving relief that was demanded, and Singer happily obliged by laying the foundation to give the needed provision. Those days are a distant memory, since Singer acts as the one stop destination where a customer can settle all of their troublesome payments. As a result, the troublesome nature is eliminated entirely.

Is it true that customers can actually win by making their personal payments?

That is exactly what it sounds like. Loyalty cards are offered left and right, and the process is considered as a common norm. However, Singer remains a few step ahead of the rest. Singer can proudly claim that it is the sole agent who awards loyalty points for bill payment. Loyalty points are normally accumulated through purchases, but the system followed in Singer takes a step further and awards point for the utility payments.

How are these loyalty points awarded? What is the validity period of these loyalty points?

The structure of the loyalty points system is simple to understand. 1 point is worth Rs.1. The points awarded depend on the nature of the bill which is paid. Some payments earn more points, while others grant average amounts. The points can be redeemed by selecting Singer products with the price which match the total points accumulated. These points can be redeemed until their pre-determined expiration date; which is valid for 3 years.

What is the growth registered during the past few years?

Singer has been following these principles since 2007. Singer had a growth in sales by 14%. The stock growth 2018 was 20%. The commission earnings recorded was between 14-20%. These statistics have been registered for the financial year of 2018. Currently, an average of 270,000 transactions is conducted per month. Upon close evaluation, it is evident that the brand has attained growth in all the critical domains.

How accessible is this unique service?

This service can be accessed on all 3 channels of Singer established throughout Sri Lanka; Singer Mega, Singer Plus and Singer Homes. The strategically located Singer Service Centers and Singer Finance are committed to make sure that these strategies are executed properly, giving customers the much needed convenience. The Singer family has extended its operating centers for over 500 locations throughout the nation. Each outlet is kept open from 8.30 am to 6pm (selected Shops extends beyond that specified schedule), which gives customers ample time to get all the payment transactions concluded.

Singer never fails to impress, as it strives to give the maximum possible convenience to its customers. Ensuring a payment settlement option is admirable, and making the entire payment process a platform for customers to actually win deserves a standing ovation. Not only does the customer gets their payments settled, but also they will be able to go home with a product in accordance to the accumulated loyalty points. That itself is a crucial lottery, since the Singer products are known for its quality and reliability.