What is Singtel trying to do?

It has been almost a year since I collected these three vouchers from Singtel for my wife for retaining her mobile number with Singtel. We still have not used them so far. This voucher exercise has puzzled me much as to what Singtel is trying to achieve. Here are my questions:

• Why would Singtel issue Takashimaya vouchers? Why not FairPrice Vouchers or other vouchers that could be more easily used at heartlands rather than at Orchard Road?
• Why must Singtel incur extra Registered Mail postages (at least S$2) to send out a Registered Mail to each of the subscribers, which contains just a letter that tells the subscribers to collect their vouchers from the Post Office? Is there a need in the first place to send this letter via Registered Mail? Why doesn't Singtel send their monthly bills by Registered Mail?
• Why does Singtel want to make it so inconvenient for the subscribers to go all the way to Post Office to collect the three vouchers worth only S$30? Why is Singtel wasting their time as well as that of the subscribers?
• Why can't Singtel use the S$30 to offset the subscription fees in the following month?
• Doesn't it make subscribers feel that the vouchers are issued in a very unwilling and reluctant manner though it was originally intended to be a way of appreciation?

This series of questions, I am sure, have crossed many people's minds. I can't help thinking that it is a case of operational inefficiency. I am not sure if the entire voucher exercise has been carefully thought through and planned with subscribers in mind and the cost managed.

In an economic crisis like what we are in now, business organisations should focus on improving their operational efficiency in order to cut operational costs.