annual - Maxis

56 | Maxis BERHAD Annual Report 2009
CUSTOMER SERVICE & BRAND EQUITY
SIMPLY DELIGHTING
OUR CUSTOMERS
It’s astonishingly simple. Our business is centred on our
customers. If they like what we do, they will stay with us.
If they don’t, they will move on. With over 12 million
customers to our name, Maxis is responsible for delighting
and nurturing over 12 million relationships. As a customercentric
organisation, these relationships determine the way
we think and the way we act. The way we treat our
customers from sign-up through to after-sale service is
critical to customer retention and brand equity. To guide
our customer service initiatives and the development of our
brands, we look to our values of simple, creative and
trustworthy as touchstones.
More Ways To Stay In Touch
In the year under review, Maxis strengthened its customer service
experience with developments that were felt across the whole
country. In terms of coverage of Maxis-branded touch points, we
established our 200th Maxis Exclusive Partner outlet in Bangsar,
and then moved up to a total of 205 outlets throughout the
country. Maxis branded stores were upgraded in Sunway, Klang
and Ipoh. We also launched a new in-store experience in the
Sunway store that today includes an in-store café, interactive
information screens and more opportunities to try out Maxis’
pre-eminent range of services.
Independent auditing of our stores showed that 27 out of 29
stores improved the quality of their environment, customer
engagement activities and product expertise over the year. We
also increased the range of prepaid top-up points which was
extended to include distribution through an extra six banks and
700 terminals.
Better Ways To Respond To Customers
To build long-term relationships, we must focus on understanding
what our customers’ needs are and being responsive to what
they say. As our customers’ needs change, we too have to be
prepared to change.
In 2009, we took steps to further increase our responsiveness to
our customers. Our customer contact centres underwent a major
upgrade with the introduction of an IP-based infrastructure to
significantly improve customer call management capabilities. By
speeding up the time it takes to service customers, we are today
able to serve more customers than before. During the year, our
customer service team also successfully implemented cross
functional processes to enhance our overall ability to respond to
customer support queries in a timely manner. All in all, while our
customer base increased by 9%, we are now serving customers
faster and more effectively as well as providing them solutions at
first contact.
Six Sigma and other quality improvement projects too have led to
significant improvements in customers’ experience. By simplifying
access to new services, we are not only increasing revenue, but
reducing the need for inbound calls. On the online and selfservice
fronts, we have improved customer utilisation of these
channels by making it easier and faster for them to manage
services, including their account details, themselves.
Meeting the service needs of customers using Wireless
Broadband introduced significant challenges during the year. As
this is a new frontier for the industry, Maxis took the lead in
driving not just the expansion of network coverage, capacity, and
throughput, but also in improving customer acceptance of a new
technology through the pioneering of an industry leading
no-quibble returns policy.