Maxis Berhad | Annual Report 2012

Maxis Berhad // Annual Report 2012 70 Delivering great products and services – We adopt structured design principles to ensure that the customer journeys for our products are well thought through and easy for both our customers and frontline staff to understand. Our goal is to deliver an experience that never causes our customers problems or concerns. Wider Reach with Greater Convenience – We have worked hard to extend our ability to effectively reach our customers. Maxis has the most comprehensive retail network among telecommunications providers in Malaysia with over 22,000 outlets and top-up points nationwide. Among these, 33 are company-owned stores and another 583 are Maxis Exclusive Partners and Hotlink Exclusive Dealers’ outlets that have exclusive arrangements to offer a broad range of Maxis products and services. The rest are non-exclusive stores and top-up points. In 2012 we opened two new Maxis Centres in Sibu, Sarawak and at the Kuala Lumpur International Airport (“KLIA”), one of the busiest air transportation hubs in South East Asia. We built in greater convenience for our Penang customers by upgrading our Queensbay Mall store. The store now offers customers a rich sensory engagement with live handsets, exciting multimedia and different zones. In 2012, we committed to continuous training of our staff to give them a much greater understanding of our customers’ diverse needs and expectations. We want them to be able to respond to customers quickly, intelligently and efficiently. At the same time we continue to streamline processes and procedures to allow a seamless and consistent customer- interface. The use of mobile-based terminals, a state of the art point of sale system and dedicated special needs counters at selected stores have given Maxis an innovation leadership reputation in the market. Last year we continued to grow our non-traditional touchpoints, such as ATMs, online banking and self-serve kiosks, from 15,000 to nearly 20,000 to provide wider reach and more convenient payment options. EMPOWERING CUSTOMERS ONLINE We have taken our customers “online” rather than make them wait in line. Online is now one of the key channels for our customers to get information on our latest products, services and promotions. In 2012, we continued to improve the way in which we engage our customers in the online space as we enhanced the reach, accessibility and the range of useful services. We made it easy for them to access our online portfolio with a single identity for all their accounts. We gave our main websites a fresh new look with simpler navigation to allow for easy product and service discovery. In most instances, we have also launched mobile-friendly equivalents for the mobile web as over 20% of our 1.5 million unique visitors a month connect with us on their mobile devices. We have also introduced multiple languages to support our customers better. Overall, our customers now have even more control. They can purchase products and services directly through the Maxis Online Store and have them delivered and they can also view, manage and pay for their subscriptions online. Most of these functionalities and the ability to check the status of their usage charges in real-time are also available through our MyMaxis app available for most smartphone platforms. We saw a healthy growth in our online community in 2012 with over one million fans and followers on Facebook and Twitter. We also engaged our customers in the excitement and scale of Maxis activities nationwide through corporate social responsibility activities, sports sponsorships and educational scholarships. Our online channel of communication also provides us with important feedback to enable us to improve our service to customers. Our community engagement increased 10-fold last year compared to 2011. CUSTOMER SERVICE CONTACT CENTRE OF EXCELLENCE In recognition of the quality of the service we provide to our customers, in 2012, Maxis was again recognised as the best customer service team across all industries in Malaysia for the third consecutive year by the Customer Relationship Management and Contact Centre Association of Malaysia (“CCAM”). We won the Gold Award in most of the Corporate award categories, including the overall “Best of The Best” in Malaysia. This is the first time Maxis or any other organisation has won a record 20 awards in the history of this awards programme. Maxis was recognised for having the Best In-House Inbound Contact Centre above 100 seats, Best In-House Outbound Contact Centre below 100 seats (Sales), Best CRM Programme Implementation, Best Process Excellence, Technology Innovation Contact Centre, Best Social Media Programme, Best Green Contact Centre and Best Corporate Social Responsibility Programme. During the year, we invested significantly in upgrading our Contact Centre to better meet our customers’ changing lifestyle needs. They can now interact with us live through both conventional voice calls and social media. They can call us, text us or initiate online web chats with us. At the same time, they can communicate with us on a non-real time basis via our Maxis Forum, Twitter (@MaxisComms and @MaxisListens) and Facebook. We also introduced the net promoter score and other customer experience indicators to track customer satisfaction trends to ensure that we continue to deliver a superior customer experience. LEAPING FORWARD IN NETWORK AND INFORMATION TECHNOLOGY LEADERSHIP Our aim is to give our customers the best voice and data experience. We have continued to adopt the latest technologies and improve the coverage and quality of our network. CUSTOMER SERVICE AND REWARDS Continued