Celcom integrates customer experience with Oracle, Accenture

  • Single view across online, call centres, Blue Cube retail stores and authorised dealers
  • Celcom’s 10 million prepaid customers now supported by new platform

CELCOM Axiata Berhad has deployed an integrated customer relationship management (CRM) platform enabled by Accenture and Oracle, saying would transform its customer experience.
The agreement was signed in June 2012 and the CRM capabilities were launched in June 2013, Celcom said in a statement, while not disclosing financial details. Its 10 million prepaid customers are now supported by the new platform, it added.
Enhanced customer relationship management capabilities bring together customer information in a single view, enabling faster and more accurate customer service across Celcom’s channels including online, call centres, its ‘Blue Cube’ network of retail stores and authorised dealers.
A new solution provides Celcom’s retail outlets and dealers with real-time inventory visibility, enabling better tracking and inventory management, the company said.
Celcom integrates customer experience with Oracle, AccentureImproved system ‘flow-through’ capabilities from retail to network provisioning allow it to activate its service for prepaid customers in as little time as 60 seconds when they register on the new platform, it added.
“Our customers’ needs are continuously changing and evolving, and it’s imperative for us to streamline our business processes and improve the way we interact with our customers and serve them better,” said its chief executive officer Shazalli Ramly (pic).
Accenture implemented its Accenture Delivery Suite, which provides the methods, tools, architectures and metrics to enable Celcom to achieve a complete view of its customers, and connects with them more efficiently and effectively across multiple markets and channels, Celcom said.
“To be taken seriously by customers, especially in today’s highly competitive environment, communications service providers must deliver an engaging and consistent customer experience, with personalised service and offerings across all channels,” said Gene Reznik, senior managing director, Accenture’s Communications, Media and Technology Group, Asia Pacific region.
“Accenture is committed to assisting Celcom with its transformation journey by enabling it to be more responsive and customer-centric than ever,” he added.
The integrated CRM platform is based on Oracle Cross Channel Customer Experience Solutions and Oracle Communications Rapid Offer Design and Order Delivery Solution.
Celcom is also using Oracle Exalogic Elastic Cloud, Oracle Fusion Middleware and Oracle SPARC servers as the technology foundation to support this enterprise-wide business transformation initiative.
“Oracle is proud to play a pivotal role in Celcom’s business transformation project, and we look forward to supporting its future IT initiatives to improve the customer experience, increase innovation and help reduce costs,” said Bhaskar Gorti, senior vice president and general manager, Oracle Communications. 
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