Centring on customer experience


  • Telcos
  • Friday, 19 Jun 2020

KUALA LUMPUR: Safety precautions against the Covid-19 pandemic have become part and parcel of every Malaysian’s daily life, bringing with it a new set of challenges that businesses, especially small and medium enterprises (SMEs) have to overcome.

Social distancing, for instance, has drastically changed the way companies reach out to their customers, which means – now more than ever – that customer experience (CX) delivery plays a key role in enabling businesses to differentiate themselves from their competitors.

In light of this, industry experts and business leaders will be delving into the mechanics behind customer experience (CX) in an upcoming online forum, to uncover best practices to create effective CX strategies in the time of Covid-19.

Themed the Best CX Strategy in the New Normal is Data-Driven Human-Centricity, the first session of the #Inspired free live webinar series will be held via Zoom on June 24. It is organised by Celcom Business in partnership with Star Media Group.

Celcom chief enterprise business officer Azlan Zainal Abidin (pic right) said, “It is critical for SMEs to embrace the digitalisation and be part of the world of e-commerce for their business to shine and penetrate into new frontiers.”

The webinar will feature Malaysia Digital Economy Corporation business digital adoption director Muhundhan Kamarapullai, BloomThis co-founder and chief executive officer Giden Lim, Fave co-founder Yeoh Chen Chow, with Kantar North Asia, South-East Asia, Pacific customer experience regional head Nithi Kumar acting as moderator for the session.

Nithi believes that the core for CX strategies should be on brand assets and humanising the digital experience, adding that businesses need to create a seamless customer journey by humanising digital channels.

On what he hopes to discuss during the session, he said: “What does human-centricity mean for a market like Malaysia where Malaysians are value seekers?

“What are the secrets in delivering the right CX to ensure customer loyalty and engagement, despite a trade-off on price?

“Furthermore, I would also like to discuss trust – what does trust mean in measuring experience in the new normal?”

Data-driven CX

With a focus on data-driven CX, the session will see panellists sharing their experiences navigating the complexities of big data to grasp the full potential of analytics, how best to take advantage of its opportunities and make the CX impact felt across the entire business.

During the session, MDEC’s Muhundhan will be highlighting quick wins and digital measures that SMEs can easily adopt and leverage on, which can help them sustain through the pandemic and also ease their digital adoption.

“A lot of businesses are now adopting new means to stay in touch with their customers with going digital being one of them.

“Businesses are now able to guide customers through digital where they are able to cater customer’s needs via trend analytics, projecting what’s next and also having specific targeted marketing to continue improving CX, ” he added.

On the other hand, BloomThis’ Lim will be sharing his company’s journey and giving insights into the learnings gained through the past few years.

He said: “We started the flower business (online) simply because we wanted to make the experience better and the core of our business is CX.

“Along the way, we looked at areas from products and services to operational experience and technology. It’s the details of all these different aspects that play a role in delivering CX.

“The importance of CX doesn’t change, before or after the new normal.

“What changes is the means of delivery, especially with social distancing removing the social contact element from the experience.

“That’s where we have to become more innovative and creative in delivering that experience to customers.”

For Fave’s Yeoh, it is transparency, honesty and empathy that are the key.

As an example, he pointed to Fave’s prompt move to extend the validity of all unused deal vouchers when the movement control order was introduced, which ensured that customers still get the value while enabling businesses to earn extra revenue from the purchases as well.

“I’m looking forward to sharing the lessons we have learnt along the way in building long lasting relationships with customers and merchants at Fave, innovating to provide more value for both sides and to remain relevant in ever fast changing landscape, including facing the crisis, ” he said.

Aside from experience sharing, among the other topics to be discussed include the opportunities and return on investment for CX, the role of digital and social marketing, key challenges in digitalisation, support from the government for digital adoption and takeaways for entrepreneurs to begin their digital, analytics and data-driven CX journeys.The #Inspired free live webinar series is organised by Celcom Business, in partnership with Star Media Group.

The special series is aimed at enriching the knowledge and capacity of the business community, especially among SMEs, to inspire and help these businesses reach greater heights in the interests of building up the nation.

To sign up for the first session, visit bit.ly/inspiredlive1.

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