CUSTOMER SATISFACTION

Being customer-obsessed is in our DNA and we put customers’ interest first in everything we do. Over the years, we have employed customer-centric solutions to facilitate seamless, consistent and satisfying customer experiences. Though the demand for self-serve options have been gradually picking up over the years, the pandemic has further amplified the shift in the way customers engage, as digital channels are seeing a greater uptake over the course of the year.

Governance

We have a dedicated customer management team constantly working to innovate new ways of improving customer experience across all our touch points. There are several integrated functions embedded across our customer management value chain - Inbound and outbound (enquiries, support and campaigns), digital channels (social media, community portal and live chat support), quality control and customer operations (audit and monitoring) and Voice of Customer (VOC – Quantitative and qualitative customer insights). Collectively, these functions are designed to drive positive customer experiences and brand affinity.

Key Initiatives

Digital Touch Point Acceleration

An appointment booking feature is currently being piloted on MyDigi to make it easier for customers to book a visit to Digi stores (DS). This initiative aims to eliminate queues, limit outdoor exposure and enhance in-store experiences for customers. 5 DS were involved in the pilot – DS Seremban, DS Melaka, DS Taman Molek, DS Batu Pahat, and DS Danga Bay. Customers can book a visit 24-hours in advance and offered the flexibility to reschedule as needed

Customer Engagements

Our store front-liners were quick to adapt to new approaches to engage customers better. In view of the intermittent lockdowns and travel restrictions, Digi Stores nationwide experienced a drop in walk-in traffic. To overcome this challenge, teams employed agility – changing how we understand and respond to customer behaviours, needs and attitudes. Where possible, our store front-liners implemented DRIVE-THRU service while ensuring full compliance to safety protocols. As customer interaction volumes shifted drastically to digital platforms, teams resorted to hosting live streams over social channels, introducing new products and services as well as offering support services

Annual companywide customer engagement activity - Customer Obsessed Day, was held in October 2020. Over 1,000 Digizens participated in the fully virtual event, engaging more than 3,000 customers via video calls to show customer appreciation while gathering feedback for continuous improvements

Customer Protection

To protect the interest of our customers from subscribing to unnecessary contents provided by third party providers and receiving bill shocks, we installed a second layer of authentication – where upon subscribing to a CPA service, users are redirected to a ‘Digi Advisory of Charge’ page that shows the summary of charges. Subsequently, customers will need to request for a Transaction Authorization Code (TAC) to confirm and complete the subscription

Performance

In the year under review, we sustained good customer satisfaction (CSAT) scores for both retail and contact centre.

CSAT Ratings (Yearly average)	2018	2019	20120
Contact Centre	63%	62%	62%
Retail Centres	88%	89.5%	89%

Our continuous efforts to promote self-served channels (Live Chat, Chatbot, and MyDigi) for customer enquiries has helped reduce voice volume significantly from 78% in 2019 to 69% in 2020. This is supported by the parallel increase of digital traffic volume from 22% in 2019 to 31% in 2020.

	Voice	Digital	Total	Voice %	Digital %
YR16	446	28	474	94	6
YR17	300	58	358	84	16
YR18	260	57^*	317	82	18
YR19	257	74^*	331	78	22
YR20	213	96	309	69	31

*	Data has been restated and denotes lower volume in comparison to Integrated Annual Report 2019 published data. This is due to reclassification of Chatbot enquiries being taken out from Digital

Enhanced MyDigi is now accessed by 4.4 million monthly active users, resulting in increase of 7.3%% upsell transactions and 300,000 secure logins per day with improved security infrastructure
Digi attained Platinum award under the Communication Networks category at the Putra Brand Awards 2020

CUSTOMER SATISFACTION

Governance

Key Initiatives

Performance

GROWTH

EFFICIENCY AND SIMPLICATION

WINNING TEAM

RESPONSIBLE BUSINESS