PETALING JAYA, 12 May 2026 – CelcomDigi Berhad (“CelcomDigi”) is redefining customer experience (CX) by simplifying how millions of customers access support through a connected ecosystem powered by AI and data-driven technologies. As part of this transformation, the company is redesigning customer journeys and integrating support capabilities across digital, retail and contact centre touchpoints to deliver quicker resolutions, clearer interactions and more consistent experiences at scale. This enables customers to enjoy faster, simpler and more personalised support experiences, whether they engage through CelcomDigi’s retail stores, contact centre or digital channels.
As customer expectations continue to evolve, the company is accelerating its efforts to simplify and connect customer journeys and experiences. This includes enabling customers to move more easily across channels, access faster self-service support, and receive more responsive assistance through AI-powered tools and intelligent automation. Recognising that customers have different support preferences and expectations, CelcomDigi is also expanding more accessible support options across voice, digital and assisted channels, allowing customers to choose how they want to engage and receive help.
At the heart of these improvements are several customer-focused support enhancements designed around the needs of different customer groups:
• Faster in-store support through Express Lane: Customers visiting selected CelcomDigi stores can now scan an Express Lane QR code to connect directly with contact centre specialists through either WhatsApp or voice call support, depending on their preferred channel, for faster assistance on more complex enquiries. This creates a more connected experience between retail and contact centre touchpoints, helping customers avoid longer waiting times at the store, reduce the need to repeat information, and receive quicker issue resolution when additional support is required.
• More seamless and attentive support through PremierCARE: Eligible CelcomDigi Postpaid customers can enjoy faster access to dedicated support teams through PremierCARE, enabling quicker assistance, smoother issue resolution and more personalised care when contacting the call centre. By connecting customers to the right specialists faster, PremierCARE helps reduce waiting time and creates a more seamless and reassuring support experience.
• Dedicated support and guidance for senior citizens: Senior citizens aged 60 and above receive dedicated assistance from specially trained customer care teams who provide attentive and guided support tailored to their needs. Beyond resolving enquiries, the team also helps senior customers navigate CelcomDigi’s digital services and app features with greater ease and confidence, ensuring they feel supported and stay connected in an increasingly digital world.
CelcomDigi’s Chief Customer Experience Officer, Lau Yin May said, “Customer expectations today are shaped by real-time, always-on experiences, redefining what excellent customer experience looks like. Customer experience is a key differentiator for CelcomDigi in how we deliver our strategy, strengthen our market leadership, and create meaningful value for the more than 20 million customers we serve daily. We recognise that customers today have differing preferences in how they want to engage and receive support, and we are continuously reshaping the way we work to better meet these evolving expectations. By redesigning these customer journeys across all touchpoints, leveraging AI, automation and data, we are simplifying interactions, anticipate needs and resolve issues faster, while still maintaining the human touch and care that matter most during important moments.”
These improvements are being delivered through several AI-powered and connected support initiatives designed to simplify and accelerate everyday customer interactions:
• One Number for All – 1111: Customers can now call or message through a single unified care line across voice and WhatsApp for easier access to support.
• SPARK AI: Customers can get instant support through AI-powered chatbots for common enquiries, while complex issues are directed to the right support teams faster.
• Automated device unblocking: Devices are automatically unblocked within minutes after outstanding payments are completed, without requiring manual requests.
These efforts are already showing results across the company’s service ecosystem, particularly in streamlining high-volume service processes and simplifying support interactions to enable faster and more seamless service delivery. Since implementation, CelcomDigi has recorded improvements in service responsiveness, operational efficiency and customer experience consistency. This includes reducing average resolution time by 25% and enabling 37% of customer enquiries to be resolved through digital and self-service channels.
CelcomDigi’s CX transformation reflects its continued focus on simplifying everyday customer interactions and strengthening how customers access support across channels. These strategic decisions reflect the company’s commitment to building a brand defined by trust and customer excellence, which remains central to sustaining its market leadership.
