Celom Management Information System

1. Celcom’s Organization Profile

1. Celcom’s IT infrastructure

1. Celcom’s Information Systems

1. Post-CRM Implementation in Celcom

Celom has achieved a profound improvement in their system flow-through capabilities from retail sales to their network provisioning ever since the business initiated its Information Technology (IT) transformation. This transformation started in the second half of 2012 and has been going on ever since.

Base on observation in Celom’s sales team, the IT transformation has lead to a more than 70%  reduction in time consumed by sales agent in terms of looking for information for new leads dealership, customer complaint, deal updates, administration and approval, data monitoring, product and promotion latest updates and presentations. Due to the availability of an application collaboration from head office until regional level, this has tremendously helped them to get all above information that is necessary to concentrate more on sales.

Celcom’s call center now operates more efficiently, by providing customer information on a single screen, instead of the two to five as per pre-transformation, while representatives at Celcom’s Blue Cube outlets manage various types of customer requirements to successfully complete service requests in an average of four minutes. A new “snap and sign” feature empowers a live chat ability  that sets a virtual, real-time meeting with the customer and expedites the process of registration swiftly. With the new system, Celcom’s line activation of new customers can be completes in about two minutes as compared to two hours previously.

In 2013, Celcom invested RM923 million, the highest in the industry, mainly on network modernisation, LTE and IT transformation to reflect the company’s pledge to deliver superior customer experience. At this point in time, Celom was managing about 60 Blue Cube retail fronts which served more than 1.6 million customers in the year alone. Moreover, there were huge improvements at Celcom branches as well as Blue Cube stores with heightened customer satisfaction levels in four key indicators: service assurance, image, communication, as well as product and process knowledge. Other than servicing, the Blue Cube outlets managed to sell nearly 95,000 devices, making it a 15% increase from the previous year.

Furthermore, 2013 proved to be another excellent year for Celcom. Revenue remained fruitful, growing faster than the market, up 4% Year on Year (YoY), surpassing the RM8 billion mark for the first time. Normalised Earnings Before Interest, Tax, Depreciation and Amortization (EBITDA) stood at RM3.6 billion, an increase of 3%. Profit After Tax and Minority Interests (PATAMI) was the highest recorded in the industry at 2.4%.[pic 1]

Along with this, Celcom was also triumphant in the industry in terms of number of subscribers, whereby they defended their market dominance in mobile broadband with 1.2 million subscribers and achieved a two figure revenue growth of over 18% at RM1.1 billion in 2013 in comparison to RM927 million in 2012. Data continued to show good traction, the fastest growing segment. Despite the overall sluggish market, data grew an impressive 24%, now contributing 22% to total revenue from 17% in 2013, fuelled by mobile internet revenue which was up 50%. Growth in the data segment was achieved on the back of an upsurge in smartphone penetration that climbed 15 percentage points to 47% from 32% a year ago.[pic 2]

Moreover, in 2013, Celcom also nabbed the prestigious award for The Best of The Best Outsourced Contact Centre from the Customer Relationship Management & Contact Centre Association Malaysia (CCAM). In addition to that, Celcom also walked away with 12 other awards in the Contact Centre Corporate and Individual categories. Other industry awards, conquered by  Celcom’s customer service team, included the Most Outstanding Merchant of Financial Process Exchange (FPX) award by Malaysian Electronic Clearing Corporation Sdn Bhd (MyClear).

Meanwhile, Celcom stated in a press release that they encountered a 20% decrease in Customer Complaint Rate per Million (CCRM) from 2011 to 2013 as a result of the company’s initiative of its business Information Systems transformation.

After a strong 31 quarters of growth, Celcom’s 2014 business performance was surprising at a 4% revenue and normalised EBITDA  of 6 % dip which was primarily caused by system related issues and other internal issues.[pic 3]

On the other hand, Celcom was voted the 2014 Frost & Sullivan Malaysia Best Customer Experience in Telecommunications with the highest Customer Experience Index. The win is a proof  that Celcom's commitment to satisfy customer needs was no joke and the recognition of Oracle's solution was effective.[pic 4]

Besides that, through the investment of a customer satisfaction tool, Nice  Fizzback to  further enhance the experiences of its customers, Celcom has increased its Net Promoter Score (NPS) by 15 points in 2015. The NPS is a customer loyalty metric  created by Fred Reicheld, Bain & Company and Satmetrigx in 2003. The implementation of this tool has also resulted in Celcom  being awarded with the NICE Innovation Award 2015.

1. Celcom’s Recommended Information Systems

Celcom can improve their current situations by implementing Knowledge Management Systems (KMS) in their organization to manage information and knowledge resources in order to survive and compete against discontinuous environmental change. Today’s work environment is more complex due to the increased number of subjective knowledge items that need to be attended every day.  KMS represents the response to the challenge of trying to manage this complex work environment.

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