Celcom Design Challenge

Customer Experience



Digital revolution is empowering customers with choices and giving users access to information around the world, anytime, anywhere. As a result, customers have higher expectations towards brands. Businesses have to bring their A-game when it comes to customer experience, thus shifting marketing strategies to a customer-centric approach.


Design Challenge 1: A system to automate the first customers’ service touchpoint at Blue Cubes

  • An interactive and engaging 2-way communication system, that interacts with customers intelligently, providing assistance, guidance, and real-time information to customers’ enquiries.
  • Direct customers to the correct service channels for their current needs.
  • Integrated into this system is a pre-set collection of customers’ questions, and over time, the system will learn and predict each customers’ behavior and needs, and in return advising the right product and have an ability to upsell and cross-sell products.

Design Challenge 2: A 1-to-1 training system to constantly elevate the on-job performance of front-liners

Create engaging, fun and interactive training materials for employees, which can be accessed on-the-go, anytime anywhere, and includes gamification elements that encourages them to continue striving for excellence in product understanding and customer service.


Celcom is Malaysia’s leading data network provider, with 10.2 million customers. Established in 1988, it boasts the widest national 2G, 3G and 4G LTE networks, covering over 98% of the population. Currently the largest mobile broadband and corporate services provider, Celcom is now moving towards integrated multi-access and multimedia services, in line with evolving technologies and consumer behaviour in Malaysia. A culture that places the customer FIRST™ is reflected in our award-winning customer service, products, and other corporate accolades at a regional level. Celcom is part of the Axiata Group of Companies, one of the world’s largest telecommunications companies, with close to 320 million customers across 10 Asian markets.