Customer Experience
Our customers come from a variety of countries, socioeconomic backgrounds, and demographics, and therefore have differing needs. As a customer-focused business, it is our priority to provide excellent customer experiences, uphold their trust and conduct ourselves in a responsible and ethical manner, all while ensuring a high level of network quality and wide network coverage.
The priority we place on customer experience is reflected by Obsession for Customers, one of the new core values under our refreshed Winning Culture framework. To us, this means starting every decision-making process by considering the needs of our customers and going the extra mile to deliver beyond their expectations. Our Customer Experience (CX) framework, which integrates digital and traditional touchpoints, and our robust CX governance model empowers us to meet these standards and deliver excellent customer experiences consistently and uniformly across our OpCos.
Enhancing the Customer Experience in 2024
Across our OpCos, we are leveraging digital technology to deliver more engaging, personalised, and rewarding customer experiences. We also hosted International Customer Experience Day for the second consecutive year, fostering the exchange of insights and best practices across the Group. For specific information on how our OpCos are enhancing customer experience, download our Intergrated Annual Report 2024
Our Customer Satisfaction Performance in 2024
We consistently track customer satisfaction scores and KPIs across our OpCos to ensure that we are meeting our customers’ needs, with quarterly performance reviews conducted to drive continuous improvement.
(XL Axiata is known as XLSMART since 16 April 2025)
Our Digital Businesses’ Customer Satisfaction Performance
Introduced Boba, an in-app AI chatbot for Boost eWallet, supporting English, Malay, and Chinese to handle common customer inquiries
Launched a self-service helpdesk for Boost PayFlex to assist users
Delivered customer experience training to empower Boost’s CX team to improve its performance
ADA’s Conversational AI and NextGen CX platforms enabled real-time, data-driven interactions, improving satisfaction, engagement and brand loyalty
Supported all OpCos to enhance the customer experience through the Axonect product portfolio and its sophisticated capabilities
Addressing Customer Feedback and Complaints
We capture real-time customer feedback across various OpCo touchpoints. Complaints, feedback, and requests are logged through both self-care and assisted care channels, categorised by priority, and addressed within defined Service Level Agreements (SLAs), enabling enhancements to the overall customer experience.
In 2024, our OpCos undertook the following key initiatives to improve their approach to addressing customer feedback and complaints.
Our Key Initiatives
Established a complaint centre with a quick response system, internal escalation process, and compensation for inconvenience
Strengthened data security and compliance through regular evaluations
Enhanced customer communication and transparency by expanding service channels
Improved complaint resolution transparency by integrating all customer touchpoints into a centralised system
Enhanced service alignment with customer needs by leveraging sentiment analysis, Customer Social Profiling and AI-driven analytics
Achieved the top Customer Service Net Promoter Score in Q4 2024 and highest Digital Reputation Score within the industry
Increased composite and digital touchpoints Customer Satisfaction Score
Customer Experience
Our customers come from a variety of countries, socioeconomic backgrounds, and demographics, and therefore have differing needs. As a customer-focused business, it is our priority to provide excellent customer experiences, uphold their trust and conduct ourselves in a responsible and ethical manner, all while ensuring a high level of network quality and wide network coverage.
The priority we place on customer experience is reflected by Obsession for Customers, one of the new core values under our refreshed Winning Culture framework. To us, this means starting every decision-making process by considering the needs of our customers and going the extra mile to deliver beyond their expectations. Our Customer Experience (CX) framework, which integrates digital and traditional touchpoints, and our robust CX governance model empowers us to meet these standards and deliver excellent customer experiences consistently and uniformly across our OpCos.
Enhancing the Customer Experience in 2024
Across our OpCos, we are leveraging digital technology to deliver more engaging, personalised, and rewarding customer experiences. We also hosted International Customer Experience Day for the second consecutive year, fostering the exchange of insights and best practices across the Group. For specific information on how our OpCos are enhancing customer experience, download our Intergrated Annual Report 2024
Our Customer Satisfaction Performance in 2024
We consistently track customer satisfaction scores and KPIs across our OpCos to ensure that we are meeting our customers’ needs, with quarterly performance reviews conducted to drive continuous improvement.
(XL Axiata is known as XLSMART since 16 April 2025)
Our Digital Businesses’ Customer Satisfaction Performance
Introduced Boba, an in-app AI chatbot for Boost eWallet, supporting English, Malay, and Chinese to handle common customer inquiries
Launched a self-service helpdesk for Boost PayFlex to assist users
Delivered customer experience training to empower Boost’s CX team to improve its performance
ADA’s Conversational AI and NextGen CX platforms enabled real-time, data-driven interactions, improving satisfaction, engagement and brand loyalty
Supported all OpCos to enhance the customer experience through the Axonect product portfolio and its sophisticated capabilities
Addressing Customer Feedback and Complaints
We capture real-time customer feedback across various OpCo touchpoints. Complaints, feedback, and requests are logged through both self-care and assisted care channels, categorised by priority, and addressed within defined Service Level Agreements (SLAs), enabling enhancements to the overall customer experience.
In 2024, our OpCos undertook the following key initiatives to improve their approach to addressing customer feedback and complaints.
Our Key Initiatives
Established a complaint centre with a quick response system, internal escalation process, and compensation for inconvenience
Strengthened data security and compliance through regular evaluations
Enhanced customer communication and transparency by expanding service channels
Improved complaint resolution transparency by integrating all customer touchpoints into a centralised system
Enhanced service alignment with customer needs by leveraging sentiment analysis, Customer Social Profiling and AI-driven analytics
Achieved the top Customer Service Net Promoter Score in Q4 2024 and highest Digital Reputation Score within the industry
Increased composite and digital touchpoints Customer Satisfaction Score
