unifi launched a 24-hour service guarantee campaign which is hailed as the first of its kind in Malaysia’s telecommunication industry. The campaign not only benefits customers, but also improved the whole organization’s focus on customer experience. The program is underpinned by self-service troubleshooting, proactive network alerts and a digital service tracker, and backed by a service restoration commitment. Industry best practices such as TM Forum’s Business Process Framework helped to guide simplification and automation.
within 24 hours
Chief Marketing Officer
“Over RM1 billion (US$225.9 million) was invested in 2021 to enhance customer support capabilities and network improvements with the sole intention of uplifting the customers’ experience. To date, unifi is the only telco in Malaysia which has ventured into proactive service capabilities and guarantees service restoration within 24 hours to elevate the consumer experience.”
As more people worked and studied from home due to the pandemic, broadband usage surged. This increased the volume of traffic to unifi’s customer service channels, with a corresponding 5% increase in assurance-related interactions, such as troubleshooting and Wi-Fi optimization.
Telekom Malaysia’s unifi was also seeing a decline in brand equity, with a 7% decrease recorded in the Q3 2021 Brand Health Tracker, bringing the score down to 68%.
The company knew that something “revolutionary” and rapid was needed, prompting the launch of the #unificares 24 Hours Service Guarantee in November 2021. It consisted of several inter-related initiatives.
Easyfix, a self-serve troubleshooting tool, has a simple, visual interface to enable customers to quickly diagnose and fix any issues with their unifi services. Under the hood, Easyfix uses a machine learning engine to identify potential issues and suggest solutions. If problems can’t be resolved fast, Easyfix will issue a ticket and escalate the matter to the unifi Care Crew.
Getting ahead of issues before they happen is key to the strategy: unifi also introduced Proactive Service Alert, an early detection and intervention system. It uses centralized access management and line assessment (CAMELIA) and robotic process automation (RPA) to automate service monitoring for 2.6 million customers.
If a problem is detected, customers will receive an SMS or myunifi app push notification about the repair of their service. A Service Tracker provides real-time progress updates including assigned unifi Care Crew technician details. The latter is enabled by the Work Force Management System (WFMS) which uses automation to improve workforce scheduling and assignments.
The company used agile methodologies to gain results fast. This included a design-thinking approach to test and validate the proposed solutions with customers. Each initiative’s experience improvements were delivered within around ten sprints.
With these tools in place, unifi could confidently commit to a promise to restore connectivity issues within 24 hours from complaint submission. In instances where this isn’t possible, customers will receive a billing rebate of RM50 (US$11) as a compensation, which can be redeemed easily via the myunifi app. This guarantee aligns with the new Telekom Malaysia transformation program to drive customer centricity by changing internal mindsets towards a focused and measurable customer outcome.
unifi also cites best practices such as TM Forum’s Business Process Framework and the Information Technology Infrastructure Library (ITIL) as fundamental to improving customer experience through simplification, automation, and standardization.