Celcom’s New smEX Hub to Accelerate Social Media

Celcom Axiata Berhad is moving to the next phase of improving customer experience with the launch of its new Social Media Experience (smEX) hub, which is a cross-functional integrated team and among the first of its kind in Asia. It aims to combine marketing, sales and service activities for social media channels, ensuring quick and engaging responses to customers to create positive experiences through social media channels.

Team members of the hub will form a cross-functional tribe and leverage on the latest technology in the social media space, including Instagram, Facebook, Twitter, YouTube and more. Additionally, the hub will complement existing customer service channels such as the Contact Centre, Retail Shops and the Online Customer Service, to provide a full spectrum of services round-the-clock.

Michael Kuehner, CEO of Celcom Axiata Berhad with Chew Su Fong, Director of Customer Experience Governance, Celcom Axiata Berhad and René Werner, Chief Customer Service and Experience Officer of Celcom Axiata Berhad

Michael Kuehner, CEO of Celcom Axiata Berhad says that given the present surge of social networking in an environment, organisations must evolve to become agile, digital and have a deep customer focus.

He also mentions that through the experience hub, Celcom hopes to increase consumer satisfaction which will lead to greater operational efficiency of the company’s business. Apart from that, the hub is one of Celcom’s many initiatives to embrace digitalisation as an organisation.

Meanwhile, René Werner, Chief Customer Service and Experience Officer of Celcom Axiata Berhad says that high responsiveness online and being present is the key digital channels are prerequisites for Celcom to provide customers with good experiences and succeed in a mature mobile market such as Malaysia.

“The hub is another channel for us to listen to customers, serve them and deliver consumers with a better experience, going forward. With a broad range of initiatives aimed at improving customer experience, we are confident in accelerating further towards our clear objective of creating awesome moments for our customers,” he adds.

According to Werner, the new organisational model of the hub will be fully operational by December. It will drive and nurture autonomous decision-making, fast learning and experimenting with new innovations, to steadily improve the social media engagement with consumers and further propel innovation by Celcom in this space.

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