Business Plan

(BPME 2043)

SESSION I 2020/2021 (A201)

INDIVIDUAL ASSIGNMENT
Topic: Customer Relationship Management helped Celcom become Number 1

CLASS GROUP: D
SUBMITTED TO: Dr. Rosli Mohd Saad

SUBMITTED BY: Feras Galal Ibrahim Fakirah

Matric Number: 258312

FIRST SEMESTER 2020/2021 (A201)

Date: 23rd/11/2020
Contents

1.0 Introduction..............................................................................................................................2
2.0 Company’s Background............................................................................................................2
3.0 Core Issue & Background..........................................................................................................3
4.0 Solution.....................................................................................................................................3
5.0 Result & Suggestion..................................................................................................................4
6.0 Conclusion.................................................................................................................................5
7.0 References.................................................................................................................................5
8.0 Appendix....................................................................................................................................6

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1.0 Introduction

Businesses require lots of efforts to provide the good quality of products and services to
satisfy the customers. The customer’s needs and wants change over time, so should the
businesses to stay in the market. Growing the business and reaching the peak is hard but
maintaining the same level is even harder. Therefore, Innovations are the key to cope with the
changes of the customer’s needs and wants which would help the businesses to strengthen
their position in the market. Improvement of their provided services and the quality of the
products offered. Customer Relationship Management is an integral part in the services
provided but a key to a succeeding business. However, in this paper I’m going to write about
a case that happened to Celcom Axiata Berhad. This case is related to the stoppage of
innovation after they reached the top. They stopped innovating, improving, and caring about
the satisfaction of their customers which made them decline. Also, keep on using the same
traditional system with their customers was one of their reasons for declining as well. An
incremental innovation and improvement for their services were needed such as shifting their
business to online platforms, and improving from the customer support to cope with the
changes so that they can lead again and improve from their services and contact with their
customers.

2.0 Company’s Background

Celcom Axiata Berhad is a member of Axiata Group and the oldest telecommunication
company in Malaysia that was established in 1988.[ CITATION Wik20 \l 2057 ] It was previously
known as TM International. It offers products and provides telecommunication services such
as virtual mobile operator, rural communication services using CDMA Technology and
satellite Phone, business broadband, business voice, phone and devices etc. The company
started its operation as a cellular phone services provider and went through different
ownerships till it was eventually sold to Telekom Malaysia. In the beginning the company
grew very quickly in terms of the number of the subscribers and the network coverage. In
1995, the cellular phone market opened. A year later, by upgrading the company’s services, it
became the largest phone company in Malaysia.

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3.0 Core Issue & Background

Celcom Telecommunication company was number one among the telecommunication

companies, Celcom was unrivalled for its quality services and reliability. However,
maintaining the same level of providing the same quality services in the market with the
competitors existence was a struggle. Their services declined a bit, they stopped pushing for
better, as they seemed like not caring about the customers relationship and their satisfaction,
using the same traditional system for urban people, not having a consolidated data about their
customers, lack of effectiveness and efficiency when dealing with customers, seeing the
customer as a number (SIM) but not a person (customer) was one of the big problems
encountered by the company, this means that the company records the sims and numbers sold
even if one person owns 2 of them which made the SIMs records scattered among the system
which led the company to not be able to consolidate the data of their customers. Another,
having only one reachable way to their customers which is through their physical store. As a
result, some of their competitors outperformed them which made Celcom drop from the top
to the third place.

4.0 Solution

Celcom senior management saw that a unique incremental innovation is needed for the
company to regain its position in the market. Building more networks and market even more
aggressively are 2 of the improvements needed for the company. But most importantly, to
regain its position strongly that no competitor can stand competing them, they had to redirect
their focus on improving their customer’s satisfaction by developing their customer
relationship management. Nevertheless, in order to implement their new strategy they had to
do some changes in the company like changing the processes, people and updating their
technology They created a new system that is called Oracle-based business support system to
serve more effectively and efficiently internally and externally. This system was created
because the company wanted the most complete Customer Relationship Management (CRM)
tools that suit their customers, support multichannel and cross channel marketing efforts and
on top of that because of its modularity and interoperability.

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The new Oracle Communication System allowed them to provide more different services
such as Broadband data, wireless data and mobile voice services. Also, the cross-channel
customer experience allowed them to start interacting and approaching customers in various
ways that best suits their customers. It made Celcom easy reachable through a direct chat, in
store, call centre, Web, Mobile, and social media. This kind of transformation allowed the
young urban users who didn’t really get satisfied by using the same traditional face to face
system through outlets and retailers, reach them through their preferred ways such as
websites, apps and social media platforms. The big transformation has helped providing 24/7
services and reduced the problems like “Our hotline is busy”. What’s more, the new system
created allowed them to segment their market when launching their products and services,
identify their profitable and non-profitable customers, capture potential and customer data,
provide product and service information, and track the marketing emails. [ CITATION ALu14 \l
2057 ]

5.0 Result & Suggestion

Nevertheless, the result of this solution was an Oracle communication system and cross
channel customer experience that provides various communication services such as
Broadband data, wireless data, mobile voice services, as it also provides an integrated
customer interactions over different channels to reduce their problems and increase the
satisfaction of their customers and strengthening a good and positive relationship with them.
What’s more, the Oracle system helped to segment the market for any new launched products
and services. On that base, online sales have increased, unassisted channels were reached,
urban and non-urban users we served, easy accessible by different users, more effective and
efficient services internal and external and faster in terms of getting jobs and services done.
All these mentioned advantages helped Celcom company regain its position on the top.

However, the market can be changed anytime as you never know what happens tomorrow
just like what is happening now due to the unprecedented situations because of COVID-19.
Thus, keep updating the system, upgrading the products and services the company offers and
provides, and strengthen the relationship with their customers through their satisfying their

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needs, is a must for the company to keep their strong position in the market as number 1
telecommunication services providers.

6.0 Conclusion

In conclusion, Customer relationship management is key of success to most businesses,

reaching their customers in the ways they see it comfortable is meaningful for both parties.
products can be out-innovated but customers relationship can’t be beaten by other
competitors. And that’s the approach followed by Celcom company to regain its position in
the market as number 1 Malaysian Telecommunication services providers after their drop in
the market to the third place. The approach they followed, and the new cross channel
customer experience have helped them serve different kind of customers, at different selling
points anytime, anywhere. As it enabled Celcom to drive growth through reachability and
faster time to segment and market with great customer and channel experience. As I believe
that Celcom can be taken as an exemplary example for many other companies when it comes
to customer relationship management.

7.0 References

contributors, W. (2020, August 9). Retrieved from Wikipedia:

https://en.wikipedia.org/wiki/Celcom#History

Lundqvist, A. (2014, 11 12). Retrieved from SlideShare:

https://www.slideshare.net/kralundqvist/oracle-cross-channel-customer-experience-
celcom-case-study

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8.0 Appendix

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