Saturday, June 3, 2023

Celcom deploys new customer relationship management (CRM) platform for Prepaid

Celcom Axiata Berhad has deployed a new integrated customer relationship management (CRM) platform, enabled by Accenture and Oracle. Celcom’s 10 million prepaid customers are now supported by the new platform.


Via the new platform, Celcom is now capable of enhanced customer relationship management capabilities bringing together customer information in a single view, enabling faster and more accurate customer service across Celcom’s channels including online, call centers, “Blue Cube” network of retail stores and authorized dealers.

A new retail solution provides Celcom’s retail outlets and dealers with real-time inventory visibility, enabling better tracking and inventory management. Improved system flow-through capabilities from retail to network provisioning allows Celcom to activate its service for prepaid customers in as little as 60 seconds when they register on the new platform.

Accenture implemented its Accenture Delivery Suite, which provides the methods, tools, architectures and metrics to enable Celcom to achieve a complete view of its customers and connects with them more efficiently and effectively across multiple markets and channels.

The integrated CRM platform is based on Oracle Cross Channel Customer Experience Solutions and Oracle Communications Rapid Offer Design and Order Delivery Solution. Celcom is also utilizing Oracle Exalogic Elastic Cloud, Oracle Fusion Middleware and Oracle SPARC servers as the technology foundation to support this enterprise-wide business transformation initiative.

The agreement was signed in June 2012, and the CRM capabilities were launched in June 2013.

“Our customers’ needs are continuously changing and evolving, and it’s imperative for us to streamline our business processes and improve the way we interact with our customers and serve them better,” said Dato’ Sri Shazalli Ramly, Chief Executive Officer of Celcom Axiata Berhad. “With innovative solutions provided by Accenture and Oracle, we are on track to deliver the best results to our customers and gain a competitive edge to strengthen our business performance in the long run.”

Kugan is the co-founder of MalaysianWireless. He has been observing the mobile industry since 2003. Connect with him on Twitter: @scamboy

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