Customer Experience Management ReportMalaysia Telecommunications 2014

Benchmarking the Industry Excellence in Delivering Superior Customer Experience

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In this first Customer Experience Management report for Malaysia’s Telecommunications industry, Frost & Sullivan explores the relationship of the experiences provided by telecommunications companies for its customers. We look at the critical factors that influence customer behaviours throughout the three phases (pre-purchase, purchase and post-purchase) of their journey, through the companies' touch-points.

Table of Contents

Customer Experience Management Report—Malaysia Telecommunications 2014Research MethodologyFrost & Sullivan’s Research ApproachFrost & Sullivan’s Research Step-by-Step OverviewOverview of the Research ProcessSample MethodologyData Collection Quality ProcessSample Distribution by Service Provider—Telecommunications MalaysiaSample Demographics by Age and GenderSample Demographics by Monthly Personal IncomeFrost & Sullivan Customer Experience IndexExecutive SummaryCustomer Experience Management (CEM) for Malaysian Telecommunications Services in 2014Customer Experience—DefinitionFactors for Choosing Service ProviderFactors for Discontinuation of Service ProviderPreferred Channel for Service ProviderPreferred Channel across StagesMobility Vs Contact CentreCustomer Experience Index—Definition and ScoreCustomer Experience Index Score by Service ProviderNet Promoter Score by Service ProviderChannel Integration and Feedback by Service ProviderProduct and Service Recommendation by Service ProviderCustomer Loyalty Reward by Service ProviderCEM Report—Malaysian Telecommunications Services 2014Reason for Service DiscontinuationPreferred Channel for Customer InteractionIn-Store Vs Website TransactionsAverage Frequency of Branch VisitCustomers’ Top Priority-experience MatrixDegree of Channel IntegrationPriority of Superior Customer Experience and Living up to Sales PromisesCustomer Loyalty RewardCustomer Experience with Touch-pointsDegree of Satisfaction/Dissatisfaction—In-store Vs Kiosks ChannelsDegree of Satisfaction/Dissatisfaction—Online Vs Contact Centre ChannelsUnderstanding Pre-Purchase BehaviourFactors for Choosing Telecommunication Service ProviderProduct and Service Recommendation by Service ProviderNew Product Consideration by Service ProviderChannel Used at Pre-Purchase StageChannels Used for Pre-Purchase InquiryCustomer Experience with Touch-pointsEvaluation of Experience in the Pre-Purchase Stage by Customer Experience IndicatorsUnderstanding Purchase BehaviourChannel Preferred by Service ProviderPreferred Channel at Purchase StageUnderstanding Post-Purchase BehaviourChannels Revisited for Post-Sales EnquiryChannel Used for Post-Purchase EnquiryEvaluation of Experience in the Post-purchase Stage Measured by Customer Experience IndicatorsCustomer Experience with Touch-pointsAnalysis by Customer Experience Index (CEI)Customer Loyalty, Recommendation and Additional PurchaseOverall CEI Score by Channels/Touch-pointsOverall CEI Score by Telecommunication Service ProviderCEI Score for In-StoreCEI Score for Self-ServiceCEI Score for MobileCEI Score for Contact CentreNet Promoter Score (NPS)Analysis by CompanyMaxis—Customer Transactions’ Preference by Primary TSPMaxis—Customer Priority-Experience Profile by Primary TSPMaxis—Frequency of Interaction-customer Experience Profile by TSPCelcom—Customer Transactions’ Preference by Primary TSPCelcom—Customer Priority-Experience Profile by Primary TSPCelcom—Frequency of Interaction-customer Experience Profile by TSPDiGi—Customer Transactions’ Preference by Primary TSPDiGi—Customer Priority-Experience Profile by Primary TSPDiGi—Frequency of Interaction-customer Experience Profile by TSPTM—Customer Transactions’ Preference by Primary TSPTM—Customer Priority-Experience Profile by Primary TSPTM—Frequency of Interaction-customer Experience Profile by TSPU Mobile—Customer Transactions’ Preference by Primary TSPU Mobile—Customer Priority-Experience Profile by Primary TSPU Mobile—Frequency of Interaction-customer Experience Profile by TSPFinal Words: What We Are Excited AboutContact Centre: Where is it Headed with Regards to CEM?Mobile Application: Will it Expand Beyond an Information Tool?Timely Product Promotion that are Relevant; What is Next?Would Improving Customer Rewards Programmes Positively Impact Both Customers and Service Providers?Frost & Sullivan’s Customer Experience SolutionsWhy Frost & SullivanCustomer Experience—DefinitionIntegrating Process, People and InfrastructureFrost & Sullivan’s Customer Experience Maturity ModelA 5-step Strategic ApproachLegal DisclaimerAppendixDefinitionsThe Frost & Sullivan Story




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