Delivering Excellent Customer Experiences
Customer experience is a key driver of revenue sustainability and competitive positioning. Serving a large, multi‑market customer base across Asia, we focus on delivering high service quality and responsiveness, recognising that these critical aspects of the experience directly impact our ability to reduce churn, enhance customer lifetime value and mitigate the risk of revenue erosion in increasingly competitive markets.
Through our Group-wide Customer Experience (CX) framework, we integrate digital and traditional touchpoints to deliver seamless, personalised and secure interactions across our markets. This is supported by data and AI-driven solutions that support faster and more personalised customer interactions, with performance tracked using well-established indicators to guide continuous improvement.
Enhancing Experiences with AI
In 2025, our OpCos strategically leveraged AI and digital platforms to automate and deliver personalised customer interactions at scale.
Implemented a GenAI chatbot across web, messaging and app channels to strengthen customer engagement
Introduced Max, a specialised AI assistant trained to provide guidance and support issue resolution across digital channels
Enhanced its AI chatbot, Boba, while upgrading its in-app help centre and expanding social media integration to provide more effective first-level support
Leading in Customer Satisfaction
Our OpCos continue to deliver excellent customer service outcomes, evidenced by our strong ranking in annual benchmarks.
Delivering Excellent Customer Experiences
Customer experience is a key driver of revenue sustainability and competitive positioning. Serving a large, multi‑market customer base across Asia, we focus on delivering high service quality and responsiveness, recognising that these critical aspects of the experience directly impact our ability to reduce churn, enhance customer lifetime value and mitigate the risk of revenue erosion in increasingly competitive markets.
Through our Group-wide Customer Experience (CX) framework, we integrate digital and traditional touchpoints to deliver seamless, personalised and secure interactions across our markets. This is supported by data and AI-driven solutions that support faster and more personalised customer interactions, with performance tracked using well-established indicators to guide continuous improvement.
Enhancing Experiences with AI
In 2025, our OpCos strategically leveraged AI and digital platforms to automate and deliver personalised customer interactions at scale.
Implemented a GenAI chatbot across web, messaging and app channels to strengthen customer engagement
Introduced Max, a specialised AI assistant trained to provide guidance and support issue resolution across digital channels
Enhanced its AI chatbot, Boba, while upgrading its in-app help centre and expanding social media integration to provide more effective first-level support
Leading in Customer Satisfaction
Our OpCos continue to deliver excellent customer service outcomes, evidenced by our strong ranking in annual benchmarks.
