Celcom Malaysia - Mobile Cellular Operator

Celcom (Malaysia) Sdn Bhd has been among the top mobile cellular operator in Malaysia for over 20 year. It is one of the largest telecommunication service providers in Malaysia and the region as well. And its main business activity is to develop and market mobile services such as ART 900 and Celcom GSM. Besides, Celcom has its own fixed services such as Direct Connect, Leased Lines, Equal Access and Virtual Private network (VPN).

Celcom Axiata Berhad, formerly Celcom (Malaysia) Berhad, is a subsidiary of Axiata Group Berhad. It provides mobile communication services for customers in Malaysia and involves controlling interest in mobile operations in Indonesia, Sri Lanka, Bangladesh and Cambodia as well. In addition, Axiata offers voice, mobile broadband and email, roaming, and IDD services, as well as telemetry and fixed wireless desk phone solutions. The company also provides a unified messaging service that allows users to view a fax message via Web; and AirCash services, which provide instant access to money via client’s mobile phone.

In the grasp of Telekom, Celcom then become the largest telecommunication companies in Asia and its focus is on high growth low penetration emerging markets. Its core business remains prepaid and postpaid mobile voice services. On other hand, Celcom has also achieved significant growth in mobile broadband, m-commerce, enterprise solutions and bulk wholesale services. It continues to have the widest network coverage in country. Through ongoing investments in network coverage, capacity and performance, Celcom intends to maintain its technology leadership and position as the country’s best mobile service provider.

Let’s now look at the Information System (IS) used in Celcom. One of the information system used in Celcom is Customer Relationship Management (CRM). CRM is a strategic roadmap for achieving and sustaining successful relationship with current and future customers. It involves using technology to organize, automate and synchronize sales, marketing, customer services and technical support. The CRM initiative is a consolidated effort to drive the Company towards being truly customer focused.

Using CRM, Celcom can maintain a good customer profile, thereby treating each client as an individual and not as a group. This way, every employee in this company understands each customer’s specific needs and preference. CRM also helps the organization to easily adjust the level of service to reflect the customers’ importance or status in terms of the loyalty using the service of Celcom. This plays a very big role in achieving the company’s goal of pleasing their customers and exceeding their expectations. It is their goal to empower them with choices and innovative solutions that will give them greater control and freedom to live it to the fullest.

Using CRM data, marketing campaigns can be co-ordinated more effectively by ensuring that promotions