CelcomDigi Bhd is intensifying efforts to improve customer experience (CX) through the adoption of artificial intelligence (AI), automation and integrated support systems aimed at simplifying customer interactions across multiple channels.
The telecommunications provider said the transformation focuses on creating a more connected support ecosystem that enables customers to receive quicker assistance, smoother interactions and more personalised services whether through retail outlets, digital platforms or contact centres.
Chief Customer Experience Officer Lau Yin May said evolving customer expectations have reshaped the standards of service delivery, prompting the company to redesign customer journeys and strengthen support accessibility.
“Customer experience remains a key differentiator for CelcomDigi as we continue enhancing the way customers engage with us. By leveraging AI, automation and data-driven insights, we are simplifying interactions while ensuring customers continue to receive attentive and personalised support,” she said in a statement today.
As part of the initiative, CelcomDigi has introduced several new customer support enhancements targeting different customer segments.
Among them is the Express Lane service available at selected stores, allowing customers to scan a QR code and connect directly with contact centre specialists through WhatsApp or voice calls for faster assistance on complex enquiries.
The company has also expanded its PremierCARE service for eligible postpaid customers, offering quicker access to dedicated support teams to improve response time and issue resolution.
In addition, senior citizens aged 60 and above are provided with specialised assistance from trained customer care representatives to help them navigate digital services and mobile applications more confidently.
CelcomDigi said the company is also strengthening self-service capabilities through AI-powered chatbot SPARK AI, which handles common enquiries while directing more complex matters to relevant support teams.
Other initiatives include the introduction of a unified customer care line known as ‘1111’, enabling customers to access support through both voice calls and WhatsApp, as well as automated device unblocking services upon payment completion.
According to the company, the initiatives have contributed to a 25 per cent reduction in average issue resolution time, while 37 per cent of customer enquiries are now resolved through digital and self-service channels.
CelcomDigi said the ongoing CX transformation reflects its commitment to improving service accessibility, operational efficiency and customer satisfaction while reinforcing its market position.
-NIAGATIMES
