In Asia’s competitive and saturated landscape, telcos face the urgent imperative to evolve their customer experience strategies with hyper-personalisation, gamification and AI…
In today’s hyper-competitive and saturated telco landscape, the industry faces an urgent imperative to evolve. Telcos can no longer rely solely on delivering reliable connectivity to retain customers. Instead, they must contend with a harsh reality: consumers view telcos as interchangeable providers, chasing the best deal at the lowest price.
While customers often switch providers for a better deal and offers, customer service is also a key factor – especially for customer retention. A recent study by Rakuten Insights found that 44% of ASEAN telco users who feel neutral to dissatisfied with their current service provider are more likely to switch for better customer service.
This shift has heightened the need for telcos to not only meet but exceed expectations by redefining customer engagement. Today’s consumers demand more than value – they expect seamless experiences tailored to their needs at every touchpoint.
Hyper-personalisation a necessity
In the past, delivering personalised offerings in the telco industry was a slow and reactive process. It often took months to implement and by the time it rolled out, the offering was no longer relevant to either the customers or the business. Today, advancements in technology have completely transformed this dynamic.
With real-time data-driven insights, telcos can now curate bespoke solutions that enable consumers to customise their mobile plans or broadband services in seconds, meeting their unique needs with unmatched precision.
We’ve seen this first-hand at M1. By transitioning to a self-service model, we’ve empowered customers to manage their transactions online, achieving nearly 90% digital transactions and 85% fully automated orders. This seamless experience is complemented by hyper-personalised plans across six million product combinations, reducing configuration time from weeks to mere seconds. This innovation has driven a four-fold increase in online purchases since 2019, while boosting customer satisfaction and significantly improving our Net Promoter Score.
With hyper-personalisation at the heart of digital transformation, we’ve gone beyond customised plans to implement advanced marketing technology (MarTech) tools. We can now pull data from each interaction and create a single source of truth for each customer. We’ve leveraged this data in our recent website refresh so that every customer visit is more intuitive. With each visit, they receive personalised content and recommendations based on past interactions, simplifying the decision-making process for customers.
This not only enhances convenience and streamlines the customers’ experiences, but also builds stronger connections, as customers feel understood and valued at every touchpoint.
