Empowering every interaction, inspiring every connection

CelcomDigi is redefining customer care with human-centric innovation that makes every connection simpler and more human.

Guided by the purpose of Advancing and Inspiring Society, CelcomDigi has been on a continuous journey to reimagine what a truly connected experience feels like. This commitment to customer-first innovation recently earned the company double recognition at the Asian Experience Awards 2025, winning Malaysia Customer Experience of the Year - Telecommunications for Express Support and Malaysia Digital Experience of the Year - Telecommunications for Seamless Digital CARE.

These awards reflect CelcomDigi’s belief that technology and empathy go hand in hand — creating experiences that are efficient, relevant, and meaningful for every customer, everywhere.

The power of express support

In today’s fast-paced world, customers expect service that is immediate and effortless. CelcomDigi’s Express Support initiative was born from observing a common retail challenge: customers faced long waits and had to repeat issues, whilst store staff juggled between sales and troubleshooting.

The solution was elegantly simple — a digital bridge between physical and online support. By scanning a QR code at participating CelcomDigi Stores, customers are instantly connected to dedicated Contact Centre experts via call or WhatsApp. This provides direct, specialised assistance whilst freeing retail teams to focus on delivering great service and advice.

Piloted at CelcomDigi Tower Store in May 2025, Express Support expanded rapidly to six flagship locations, including Suria KLCC, Pavilion, and The Gardens. The initiative transformed the in-store experience with faster resolutions, shorter wait times, and more satisfied customers. For staff, it brought renewed focus on sales and service excellence, improving morale and productivity.

Beyond its operational impact, Express Support reflects CelcomDigi’s thoughtful approach to transformation — where digital solutions enhance human connection rather than replace it. It’s a model for how technology can make everyday experiences simpler and more human.

Bridging the physical and digital

Whilst Express Support reshaped in-store interactions, CelcomDigi’s Seamless Digital CARE revolutionised the digital support journey. Recognising Malaysians’ strong preference for WhatsApp, the company turned the app into a comprehensive, AI-powered care channel.

Launched in three phases, Seamless Digital CARE began by expanding WhatsApp capabilities to cover essential services such as roaming, billing, prepaid reloads, and promotions. The response was overwhelmingly positive, showing that customers valued convenience and familiarity.

Phase 2 introduced automation and Generative AI, enabling agents to deliver faster, more empathetic responses. Tools such as Write-Better AI and Sentiment AI ensured every conversation was accurate, considerate, and effective.

Phase 3 personalised the experience even further with customised menus for postpaid, prepaid, fibre, and business customers. Backed by real-time authentication and account verification, it provided an intuitive, secure, and relevant journey for every user.

Through this transformation, CelcomDigi turned a familiar chat platform into a full-service digital ecosystem — fast, intelligent, and deeply human. It stands as a new industry benchmark in digital engagement, proving that meaningful customer care can thrive even in automated spaces.

Driven by purpose, inspired by people

Both Express Support and Seamless Digital CARE embody CelcomDigi’s mission to deliver simple, reliable, and human-centric experiences. Each was co-created with customers and internal teams, built on data insights, and refined through real-time feedback.

Together, these initiatives illustrate CelcomDigi’s ability to blend innovation with empathy — using technology to listen, respond, and build trust. They also represent how the company continues to push boundaries whilst staying grounded in what matters most: people.

As CelcomDigi looks ahead, these recognitions serve as both a celebration and a reminder — that true innovation begins and ends with the customer. By combining human understanding with digital excellence, CelcomDigi continues to redefine what customer experience means in a connected world.

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 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].