CelcomDigi Berhad wins three awards at Asian Experience Awards 2026

The company won for its customer support transformation, AI-powered digital support, and personalised services.

CelcomDigi Berhad was recognised with Malaysia Customer Experience of the Year - Telecommunications, Malaysia Digital Experience of the Year - Telecommunications, and Malaysia Service Experience of the Year - Telecommunications in the Asian Experience Awards 2026.

The company redesigned its support framework through the CX Fibre Transformation programme to address disjointed journey stages across its support tiers. Initiated with an end-to-end journey audit, the effort introduced the Fibre Specialised Squad, which combined front-end and deep technical troubleshooting into one accountable team. Frontline agents received tools such as an Outage Dashboard, an AI-powered Knowledge Base named CD-GPT, and a Remote Device Management platform for off-site diagnostics. For on-site field visits, CelcomDigi Berhad established the Fibre S.A.F.E. (Secured, Authenticated, Friendly and Entrusted) Journey, using QR code verification for technician identity validation. The initiative increased fibre segment First Contact Resolution to 93%, reduced complaint volumes by 30%, and supported a 50% year-on-year growth in fibre subscribers.

For its digital brand Spark, Malaysia's first eSIM-only telco, CelcomDigi Berhad introduced Spark AI, a 24/7 virtual assistant embedded into the mobile application. Built using natural language processing and intent recognition, the virtual assistant resolves routine enquiries including onboarding, account checks, and plan management, whilst transferring complex issues to human agents with full context. Spark AI handled 80% of customer chat interactions, resolving 91% of those enquiries without agent intervention. 

Addressing senior citizens and high-value customers, CelcomDigi Berhad created Priority CARE, a hyper-personalised service model that removed interactive voice response menus and waiting queues. Instead of automated prompts, callers were routed directly to dedicated subject-matter experts who managed each case from contact to resolution in the customer's preferred language. This friction-free model achieved 93% First-Call Resolution with no escalations, maintained customer satisfaction above 85% for these target segments, and sustained service levels above 90%.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].