Telco Deep Dive 2019: Maxis leverages data and analytics to be more relevant to users


  • Makes use of previous, actual time information to supply personalised suggestions, improve stickiness
  • Democratise, construct information for use throughout firm for forecasting, reporting, buyer analytics

Today, Maxis has the digital capabilities to offer personalised recommendations to each of its customers through the use of past and real time data.

You’ll have seen the billboards across the Klang Valley and the net adverts. Maxis Bhd has been touting the capabilities of it’s A.i prepared community to serve prospects and the nation.

And underpinning that clever community is a layer of software program amassing the information with algorithms going by means of the large quantity of knowledge, making sense and figuring out patterns from it.

This goes on on the software program stage whereas a tectonic shift in buyer behaviour has nicely and really began. Conscious that prospects are more and more selecting to work together with it digitally, Maxis understands that it may possibly provide an immense quantity of worth to its prospects if what’s recommends to them is extremely customised. And naturally this brings us to the world of massive information & analytics.

Tan Lay Han, Chief Gross sales & Service Officer of Maxis wants no convincing concerning the energy of AI & information analytics. He in reality had a Maxis retailer in Might open with a brand new retail idea powered by analytics  instruments that are getting used to allow Maxis to higher perceive prospects for extra personalised engagement, together with buyer demographics and sentiment, prospects’ time in-store, buyer journey and zonal engagement.

As an more and more information wealthy, analytics firm, Tan, within the following Q&A talks about how Maxis is utilizing analytics, investing in upskilling and in addition shared three key issues Maxis does to make sure it delivers personalised digital expertise that enables it to supply prospects extra worth and relevance.

How is Maxis utilizing information and analytics to ship higher providers to its prospects, each on the company and client finish? Do give examples of your analytics in motion.

Telco Deep Dive 2019: Maxis leverages data and analytics to be more relevant to usersThe insights gained from information and analytics allow us to enhance buyer expertise at each contact level by means of improved providers, quick suggestions and customised choices. This implies figuring out what prospects need forward of time and providing what they need, when they need it.

Over the previous couple of years, we now have used information analytics to offer steady worth to our customers, for instance, by way of our HotlinkMU choices which supplies Hotlink prospects 5 distinctive cell web and different affords on a regular basis on their Hotlink RedApp.

We have now additionally rolled out our advance community analytics and buyer expertise administration platform that permits our community service workforce to simply monitor the service stage efficiency of our voice, information and SMS for every buyer together with our company prospects.

In Might 2019, we launched our model new Maxis idea retailer, which was reworked into a singular vacation spot for more and more digital savvy prospects. Infused with a brand new design language and cutting-edge know-how for a brand new stage of personalised digital expertise, the shop affords extremely participating, related and rewarding interactions for purchasers.

This retailer is akin to a reside retail analytics device which we use to allow us to higher perceive prospects for extra personalised engagement, together with buyer demographics and sentiment, prospects’ time in-store, buyer journey and zonal engagement.


Your complete buyer expertise promise is centered across the NPS technique. Because you began your NPS journey in 2015, what have been essentially the most vital actions you’ve gotten taken to enhance your buyer expertise?

One of many key initiatives that we now have taken was to enhance prospects’ journey at each contact level that they’ve with us. We wish to be certain that the shopper journey begins on the fitting foot and continues seamlessly for the remainder of the shopper’s lifespan with us. These embody enchancment in processes, product and community expertise, channels and communications.

All through all these enchancment initiatives, we put a variety of emphasis on coaching our frontliners. For our house fibre service, we revamped and retrained our workforce of Maxperts, our licensed enterprise options consultants, and supplied an avenue for purchasers to offer their suggestions on the help they acquired.

General, our efforts in delivering differentiated and unmatched personalised experiences resulted in our Contact Level NPS bettering yr after yr. In Q2 2019, we reached a file excessive of +58 factors. In the meantime, Our NPS Rating particularly for our house fibre service improved to +40 from +15 at the start of the yr, a testomony to the continual enchancment that we now have undertaken to offer an unmatched personalised expertise to our prospects.

Whereas we’re happy with these excessive scores and enhancements, we acknowledge that there’s at all times room to enhance additional, which is why we’re constantly enhancing our processes and our buyer journey, particularly in a time the place client conduct continues to evolve quickly.


It’s simple to say you purpose to supply personalised experiences to prospects, however with 10 million prospects, you continue to have to section prospects into sure teams. What are these teams and the way are you delivering experiences to these in these teams?

On the subject of creating personalised digital experiences, there are three issues that ought to be thought-about:  

  • The connection you’ve gotten along with your prospects and the way that’s pushed digitally
  • The usage of information analytics in attending to know your prospects as intimately as doable; and
  • Constructing belief and capabilities to supply compelling services and products to prospects.

Our prospects work together digitally with us by means of apps, which additionally allow them to take management of their accounts and to self-serve all their wants. Along with the self-serve apps, we will additionally add an immense quantity of worth to prospects if what you advocate to them is extremely customised. Prospects are much more intuitive when it comes to what they need. They want completely different merchandise based mostly on their wants, time, gender and households.

Because of this personalised suggestions are vital to us. If we’re going to give worth and create stickiness for our prospects with the Web, we now have to have the ability to establish them as people, and have the ability to make proactive suggestions. Once you give a buyer a related provide each morning, one thing they will recognize, you create an excessive quantity of stickiness.

In the present day, we now have the digital capabilities to supply personalised suggestions to every of our prospects by means of the usage of previous and actual time information, leading to a buyer often seeing affords that change to his/her wants, no matter they might be.

What have been the primary investments you’ve gotten made within the backend from a know-how level that can assist you ship personalised providers to each your customers and company prospects?

The principle investments that we now have made are in folks and processes. It’s simple to acquire the newest Enterprise Information Lake however with out the fitting folks and an working mannequin, this endeavour is assured to fail.

Having the fitting folks comprising related stakeholders throughout the corporate and working mannequin are key to serving to us ship personalised providers to our prospects. At Maxis, we are actually making an attempt to democratise and construct information, in order that we will use it throughout the corporate for forecasting, reporting and buyer analytics. We have now invested in hiring and reskilling folks to type a Enterprise Intelligence Centre-of-Excellence the place we push the envelope when it comes to what we will do for purchasers.

We have now additionally adopted methodologies to streamline supply and still have a top-down strategy in pushing the self-discipline of utilizing data-driven determination making all through the corporate.

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