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XM Asia Maxis Digital Transformation Case Study
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XM Asia Maxis Digital Transformation Case Study

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XM was engaged in 2013 to be the catalyst of Maxis's digital transformation. Starting with maxis.com, XM provided the right strategy to take Maxis to the next digital frontier of personalisation,......

XM was engaged in 2013 to be the catalyst of Maxis's digital transformation. Starting with maxis.com, XM provided the right strategy to take Maxis to the next digital frontier of personalisation, and customer experience.

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  • www.maxis.com.my
    1.2m unique visitors, 7.5m pageviews
    510k web self serve users
    550k email bills
    22% access from mobile

    www.hotlink.com.my
    170k uniques, 840k pageviews
    280k web self serve users
    15% access from mobile

Transcript

  • 1. HELLO MAXIS DIGITALTRANSFORMATION BEFEARLESS. © 2014 XM ASIA PACIFIC
  • 2. C A S E S T U D Y
  • 3. C A S E S T U D Y Declining margins | High customer service cost | Little true value created for the consumers | No holistic digital strategy CHALLENGES COSTS MARGIN
  • 4. C A S E S T U D Y PROOF OF DIFFERENCE One simple human truth and behaviour. SEARCH
  • 5. C A S E S T U D Y FIVE POINT STRATEGY ANINTELLIGENT, SMARTERINSTANT* SEARCH SOCIALCUSTOMER EXPERIENCE ACMSFORSPEEDTOMARKET CONTEXTUALMARKETING ANALYTICSTOMEASURE,ANALYSEANDOPTIMISE
  • 6. C A S E S T U D Y SEARCH SOLUTION DECREASE COST EMPOWER CUSTOMERS TO SELF SERVE INCREASE REVENUE DISCOVERY OF PRODUCTS & VAS WHICH COMPLEMENTS THEIR SEARCH KEYWORD CUSTOMER NEEDS ABILITY TO BETTER PROFILE OUR SEGMENTS AND SERVE CONTENT THAT IS RELEVANT
  • 7. C A S E S T U D Y SETTING MAXIS APART AGILE WEB DATA STATIC SPEED & AGILITY SEARCH BEHAVIOUR AND PATTERNS (DATA) ALLOWING FOR BETTER CONVERSION
  • 8. 2x INCREASE IN MOBILE VISITORS 48% of Mobile Visitors P/Mth 938,000 17% INCREASE IN UNIQUE VISITORS SINCE LAUNCH 1.2M to 1.4M Monthly Average C A S E S T U D Y RESULTS 2x INCREASE ON ENGAGEMENT TIME SPENT ON SITE [7 Mins] 117x INCREASE ON NUMBER OF SELF HELP PAGES READ [28k to 289k Per Month] 15% DECREASE IN SUPPORT CALLS [Avg. 2,000 calls less]
  • 9. VALUE FROM SEARCH RAISED AWARENESS LONG TAIL OFFERING PROBLEM SOLVING TIME SAVED SEARCH IS NOW DELIBERATE BUSINESS STRATEGY NEW BUSINESS MODEL BETTER CONVERSION
  • 10. C A S E S T U D Y TRENDSETTER TO OTHER REGIONAL TELCOS
  • 11. CUSTOMER INTIMACY EMOTIONAL CONNECTION DRAMATIC SIMPLIFICATION LOW OPERATING COST SILO BUSTING CROSS DEPARTMENT STRATEGIC ALIGNMENT INTENSE PERSONALIZATION BEING BRILLIANT AT THE CORE = WHAT WE SET OUT TO ACHIEVE
  • 12. PROPOSED SEARCH FUNCTIONALITY KEYWORD NATIVE CONTEXTUAL CROSS-SELL RELEVANT PREDICTIVE TEXT LOCATION CONTEXTUAL OFFERS *SEARCH HISTORY RECENT SEARCHES *VOICE SEARCH NATIVE LANGUAGE *Not Implemented
  • 13. C A S E S T U D Y FACTORS IMPEDING SUCCESS 01 CULTURE OF OPTIMIZATION VOID OF THE OPTIMIZATION CULTURE OF MAXIS WEB TEAM TO IMPROVING ON THE INSIGHTS GATHERED FROM THE CUSTOMERS’ SEARCH BEHAVIOR. 02 COMPETENCY LEVEL SHORTFALL IN THE ALIGNMENT AND KNOWLEDGE OF THE APPOINTED MAXIS AGENCIES IN THINKING BEYOND CONTENT MANAGING. 03 CROSS DEPT. INVOLVEMENT LACK OF BUSINESS UNIT REORIENTATION TOWARDS VALIDATED LEARNINGS GATHERED FROM CUSTOMER BEHAVIOR. 04 CHANGE AGENTS NO APPOINTED CHANGE AGENTS TO CONTINUING INITIATIVES TOWARDS SEARCH.
  • 14. THANK YOU LET’STALK BEFEARLESS. © 2014 XM ASIA PACIFIC