Celcom’s customer experience receives international recognition

• SmEx combines marketing, sales and service activities for social media channels
• It serves as an additional channel to engage with the telco’s millennial customers

CELCOM Axiata Bhd has won the ‘Best-in-class Customer Engagement Tool’ award during the 14th Annual Customer Experience Management Global Telecom awards ceremony, held on Jan 30, 2019 in London. Previous award nominees at the conference include international industry players like Vodafone, China Mobile and Hutchison.

Celcom was recognised with the award for its Social Media Experience (smEx) hub that adopts a cross-functional integrated team, which is among the first-of-its-kind in Asia.

SmEx combines marketing, sales and service activities for social media channels to ensure quick and engaging responses to customers and create positive experiences through social media channels. 

Celcom’s smEx hub was launched on November 2017 and has since been showing the highest growth rates among its industry peers with regards to social media reach and engagement.

It serves as an additional channel not only for millennials to be served but also to deliver an excellent experience, hear their opinions and use this to further improve services. Celcom’s Intelligent Virtual Agent service, Clive and Emma chatbots, were also implemented as a further building block in this context to improve service availability in social media channels.

The award is a symbol of recognition for Celcom as an organisation that demonstrates the most innovative approach and effective implementation of tools to engage customers, and to gain competitive advantage and business benefits.

The award also considers the telco’s contributions in improving customer satisfaction, brand and product awareness and customer loyalty. In addition, response time, self-services, knowledge management and use of the tool were also taken into consideration.

Celcom Axiata chief executive officer Idham Nawawi, said the award serves as recognition for Celcom’s smEx hub and its ongoing initiatives to accelerate Celcom’s customer-focused agendas.

“As Celcom remains committed in delivering the best experiences for our customers through various touchpoints, our smEx hub will continue to drive and nurture autonomous decision-making, fast learning and experimenting with new innovations to steadily improve the social media engagement with consumers,” he said.