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Customer Experience Management Study - Malaysian Telecommunications Sector 2021

  • ID: 5332724
  • Report
  • May 2021
  • Region: Malaysia
  • 83 Pages
  • Frost & Sullivan

Customer experience is the accumulation of a customer's experiences throughout his/her journey with a supplier across functions, products, services, and touchpoints. In this study, the publisher examines customer experience in the telecommunications sector in Malaysia, with a focus on the critical factors that influence customer behavior throughout the stages of consumer decision-making - pre-purchase, purchase, and post-purchase.

The study uses the proprietary Customer Experience Index and the widely adopted Net Promoter Score methodologies to gain insights into the interactions between customers and telecommunications providers.

With the growth of smartphone users in Southeast Asia, Malaysia continues to maximize opportunities in the telecommunications sector, particularly when individuals use smartphones and other mobile devices for personal and business purposes. The publisher’s Customer Experience Management study explores how customers perceive their local telecommunications providers through the touchpoints they use during the pre-purchase, purchase, and post-purchase stages.

Note: Product cover images may vary from those shown

1. Research Methodology

  • Research Approach
  • Research Approach - Step-by-step Overview
  • Overview of Research Process
  • Sampling Methodology
  • Data Collection Quality Process
  • Sample Distribution - Primary Telcos
  • Sample Demographics - Respondents’ Age and Gender
  • Sample Demographics - Main Products/Services Purchased
  • Customer Experience Index (CEI)

2. Executive Summary

  • Customer Experience Management in the Malaysian Telecommunications Sector in 2021 - Overview
  • Customer Experience - Definition
  • Factors in Choosing Primary Telco
  • Reason for Discontinuing Service with Primary Telco
  • Preferred Channel in Consumer Decision-Making in the Telecommunications Sector
  • Degree of Channel Integration
  • Products/Services Recommendations by Primary Telco
  • Overall CEI Score by Channel/Touchpoint
  • CEI Score by Primary Telco - Overall Experience
  • Net Promoter Score
  • Customer Loyalty Rewards

3. CEM Study - Malaysian Telecommunications Sector 2021

  • Service Discontinuation
  • Service Discontinuation Rate among Telcos
  • Most Used Channels for Telecommunication Services
  • Preferred Channels for Telecommunication Services
  • Customer Priority Experience Matrix
  • Customer Frequency Experience Matrix
  • Degree of Channel Integration
  • Prioritizing Superior Customer Experience and Living up to Sales Promises
  • Customer Loyalty Rewards
  • Proactive Behavior of Telcos
  • Customer Experience by Channel/Touchpoint

4. Understanding Behavior across the Life Cycle - Pre-purchase, Purchase, Post-purchase

  • Factors for Choosing Primary Telco Provider
  • Products/Services Recommendations by Primary Telco
  • Channels Used in the Pre-purchase Stage
  • Channels Used for Pre-purchase Inquiries
  • Customer Experience with Touchpoints in the Pre-purchase Stage
  • Customer Experience Evaluation in the Pre-purchase Stage by Channel
  • Channels Used in the Purchase Stage
  • Preferred Channels in the Purchase Stage
  • Customer Experience with Touchpoints in the Purchase Stage
  • Degree of Satisfaction - Online Platform
  • Degree of Satisfaction - Store/Center
  • Degree of Satisfaction - Mobile Application and Call Center
  • Degree of Satisfaction - Outside Sales Agent and Service Engineer/Technician/Installer
  • Degree of Satisfaction - Real-time Messaging and Dealer/Kiosk
  • Degree of Satisfaction - Chatbot
  • Channels Used in the Post-purchase Stage
  • Revisited Channels for Post-purchase Inquiries
  • Channels Used for Post-purchase Inquiries
  • Customer Experience with Touchpoints in the Post-purchase Stage
  • Customer Experience Evaluation in the Post-purchase Stage by Channel

5. CEI Analysis

  • Customer Loyalty and Recommendation
  • CEI Score for Overall Experience
  • Overall CEI Score by Primary Telco
  • CEI Score for In-store Channels
  • CEI Score for Online Channels
  • CEI Score for Contact Center
  • CEI Score for Mobile Application
  • CEI Score for Dealer/Kiosk
  • Net Promoter Score

6. The Publisher's Customer Experience Solutions

  • Customer Experience - Definition
  • Integrating Process, People, and Infrastructure
  • Customer Experience Maturity Model
  • A 5-step Strategic Approach
  • List of Exhibits
  • Legal Disclaimer
Note: Product cover images may vary from those shown