Internal transformation to serve you better

CELCOM Axiata Berhad, a renowned mobile telecommunications provider, has embarked on an IT transformation programme to leverage on customer experience. This is carried out through an integrated customer relationship management (CRM) project platform.
The transformation initiative is developed by Oracle through its various divisions: Oracle Communications Cross Channel Customer Experience Solutions, Oracle Communications Rapid Offer Design and Order Delivery Solution, and Oracle Communications Consulting.
These departments will design solutions to administer change where needed, which will encompass every aspect of Celcom’s customer satisfaction experience. From call centres, customer databases and online portals to dealer management solutions. This move aims to consolidate customer feedback and information in a single view, enabling Celcom to improve and accelerate its customer service outfit across all its channels.
Celcom shared best practices and lessons learned from this transformation project during the Oracle Industry Connect conference in Boston recently. The event featured many of the world’s premier telecommunications companies and highlighted best practices to help drive next generation industry innovations.
With improved system flow-through capabilities from retail sales to network provisioning, up to 99% of Celcom’s daily prepaid customers can activate services in less than two minutes. Celcom’s Xpax customers which represent 50% of Celcom’s prepaid customer base, can activate services in less than 15 seconds.
According to Celcom Axiata Berhad chief corporate and operations officer Suresh Sidhu, providing excellent customer service is vital to building positive customer relationships and maintaining loyalty.
He said, “Meeting customer demands and exceeding their expectations will inevitably improve customer satisfaction and enable us to stay ahead of the competition. We are pleased that Oracle’s advanced solutions will help us to implement a business transformation strategy to ensure our technology, processes and people are on track to deliver the best results to our customers.”
The new platform enables Celcom to run its call centres more efficiently. Customer information is now available on a single screen as opposed to the five screens previously needed. The Oracle solutions help increase customer service efficiency at Celcom’s Blue Cube retail outlets, where representatives can complete service requests in an average of four minutes. It also enables live-chat facilities for real-time customer engagement and adopts a quicker registration process with the new “snap and sign” feature.