Celcom Axiata Berhad has embarked on an IT transformation project to enhance customer experience through an integrated customer relationship management (CRM) platform, enabled by Oracle Communications Cross Channel Customer Experience Solutions, Oracle Communications Rapid Offer Design and Order Delivery Solution, and Oracle Communications Consulting.
The transformation project spans call center, customer database, online portals and dealer management solutions – consolidating customer information in a single view to enable Celcom to improve and accelerate customer service across online, call center and retail channels. Celcom completed the implementation in 18 months for more than 10 million customers, working with Oracle and Accenture.
The mobile operator said that Oracle Communications Consulting experts played a crucial role in helping Celcom meet its customer satisfaction goals by providing strong program governance, advising on best practice approaches and working with Celcom to improve deployment speed, enhance its customer experience and reduce operational costs.
Celcom undertook its business transformation initiative in the second half of 2012. The company claims that 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, while Xpax customers – which represent 50% of Celcom’s prepaid customer base – can activate services in less than 15 seconds. Customers can also easily reload their prepaid cards online in just three clicks. The new platform also allows Celcom to complete up to 99% of its daily mobile Internet activation in less than 60 seconds.
The new Oracle platform also enables Celcom to run its call center operations more efficiently, with customer information provided on a single screen, instead of the two to five previously required. In addition, the Oracle solution helps 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 capability for real-time customer engagement and faster registration process with the new “snap and sign” feature. Previously, Celcom’s new line activation could take up to two hours, compared to two minutes or less with the new system. With improved data visibility, Celcom said it can pay its dealers earlier and more often to help motivate them to achieve their sales target.
According to Suresh Sidhu, Chief Corporate & Operations Officer of Celcom Axiata Berhad, providing excellent customer service is essential to building positive customer relationships and maintaining loyalty.
“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,” said Sidhu.
The solution has helped Celcom go to market more quickly, accelerating new product launches by 25 days, on average.