CelcomDigi redefines customer experience with AI, automation and more connected customer support 

• Customers can now access faster resolutions, seamless support and more flexible service channels
• New initiatives aim to reduce waiting times, improve responsiveness and simplify everyday customer interactions

CelcomDigi is redefining customer experience by simplifying how millions of customers access support through a connected ecosystem powered by AI and data-driven technologies.

In a statement, the company noted that as part of this transformation, it has redesigned customer journeys across digital, retail and contact centre touchpoints to deliver faster resolutions, clearer interactions and more personalised support experiences. Customers can also move more seamlessly across channels, access quicker self-service support and receive more responsive assistance through AI-powered tools and intelligent automation.

Recognising that customers have different support preferences, CelcomDigi is expanding accessible support options across voice, digital and assisted channels, allowing customers to choose how they prefer 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 WhatsApp or voice call support, depending on their preferred channel. This creates a more connected experience between retail and contact centre touchpoints, helping customers avoid long waiting times, reducing the need to repeat information and enabling faster issue resolution.
• More seamless support through PremierCARE: Eligible CelcomDigi Postpaid customers can access dedicated support teams through PremierCARE, enabling faster assistance, smoother issue resolution and more personalised care when contacting the call centre.
• Dedicated support for senior citizens: Senior citizens aged 60 and above receive dedicated assistance from specially trained customer care teams who provide guided support tailored to their needs. The team also helps senior customers navigate CelcomDigi’s digital services and app features with greater ease and confidence.

CelcomDigi chief customer experience officer Lau Yin May said customer expectations today are increasingly shaped by real-time, always-on experiences. “Customer experience is a key differentiator for CelcomDigi as we strengthen our market leadership and create meaningful value for the more than 20 million customers we serve daily,” she added.

“We recognise that customers today have different preferences in how they want to engage and receive support. By redesigning customer journeys across all touchpoints and leveraging AI, automation and data, we are simplifying interactions, anticipating needs and resolving issues faster, while still maintaining the human touch and care that matter most.” Lau said.

These improvements are supported by several AI-powered initiatives designed to simplify and accelerate 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 receive instant support through AI-powered chatbots for common enquiries, while more complex issues are directed to the appropriate support teams faster.
• Automated device unblocking: Devices are automatically unblocked within minutes after outstanding payments are completed, without requiring manual requests.

CelcomDigi said the initiatives are already improving service responsiveness, operational efficiency and customer experience consistency across its service ecosystem. Since implementation, the company has reduced average resolution time by 25% while enabling 37% of customer enquiries to be resolved through digital and self-service channels.

The transformation reflects the company’s continued focus on making customer support more connected, accessible and responsive, while strengthening trust through simpler and more personalised experiences.