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The Celcom’s business and IT transformation significantly improves customer experience and loyalty

  • July 2014
  • -
  • Analysys Mason
  • -
  • 15 pages

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Celcom Axiata operates in a maturing, but predominantly prepaid mobile market with declining ARPU, and needed to acquire and retain more subscribers. It undertook a business and IT transformation that enabled it to significantly improve customer experience and obtain the highest net subscriber adds in Malaysia in 2013. This case study provides an overview of the transformation and the benefits achieved.

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