CelcomDigi cuts resolution time 25% with AI support overhaul
CelcomDigi serves more than 20 million customers daily. The Malaysian telco just reported the results of a support overhaul built on AI, automation, and redesigned customer journeys: average resolution time down 25%, and 37% of enquiries now resolved through digital and self-service channels.
What Changed
The company restructured support across three touchpoints: retail stores, contact centres, and digital channels. The core idea was to let customers move between channels without repeating themselves and to automate the routine work so human agents handle what actually needs a human.
Specific changes include:
- Express Lane QR codes in selected stores: scan to connect directly with a contact centre specialist via WhatsApp or voice, skipping the queue
- PremierCARE: dedicated support teams for eligible postpaid customers calling the contact centre
- Senior citizen support: dedicated teams for customers aged 60 and above, trained to assist with digital services and app navigation
- One Number (1111): a single care line for both voice and WhatsApp
- SPARK AI chatbot: handles common enquiries instantly, routes complex issues to the right team
- Automated device unblocking: devices unblock within minutes after payment clears, no manual request needed
The Operator Angle
The pattern here is worth noting for anyone running a support function at scale. CelcomDigi did not just add AI on top of existing processes. It redesigned the journeys first, then applied automation to the redesigned paths. The Express Lane QR code is a good example: the fix is structural (connect retail directly to contact centre) and digital (WhatsApp or voice) at the same time.
Chief customer experience officer Lau Yin May framed it this way in the company’s statement: the goal is anticipating needs and resolving issues faster while maintaining human touch where it matters.
The self-service rate of 37% is the number to watch. Every enquiry that resolves without an agent is a cost reduction and a speed improvement for the customer simultaneously.
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