Customer Care and Service
In line with Celcom’s customer care philosophy of ‘Keeping the Customer Satisfied’, a series of initiatives was implemented in 2002, focusing on processes, systems and above all people. During the year, the Company embarked on training interventions designed to enable Celcom to deliver a higher level of service to customers. Through the introduction of specialized training programmers, Celcom is driving its customer interfacing units towards a culture of service excellence. An Integrated Customer Care System (ICCS), which speeds up the handling of enquiries and complaints and allows Celcom to proactively interact with customers, was also introduced. Meanwhile, the Customer Relationship Management System (CRMS) proved invaluable in enabling Celcom to better understand its customers’ profiles and behaviors, and to run highly successful antiattrition campaigns for its GSM Postpaid and Prepaid products. The Company continues to deploy more powerful CRMS tools, to give customers greater value.