Business Challenge

Engaging clients through personalized digital experiences.


Celcom engaged IBM iX™ to completely redesign and rebuild Celcom-owned digital properties and customer touchpoints to provide a consistent unified digital customer experience across all channels of engagement.

Business Benefits

+9 Touchpoint NPS improvement

in redesigned apps

65% increase

in unique visitors on home page to 1.4 million

Moved up 44 positions

in web ranking to be among the top Malaysian sites

Business challenge story

Consolidating and expanding through customer centricity

Growing competition, evolving technologies and changing consumer preferences challenged Celcom to consolidate its market position and expand footprint. Realizing the importance of integrating true customer centricity across its business, Celcom embarked on a journey of digital transformation and sought to create engaging digital experiences through personalized content.

Transformation Story

Delivering unified digital customer experince

As a leading digital design experience agency, IBM iX™ completely redesigned and rebuilt Celcom-owned digital properties and customer touchpoints which includes web, mobile, agent, and in-store. IBM iX created a ‘Celcom design language’ – an overarching scheme of principles and patterns. This enabled the Celcom brand to provide a cohesive, consistent digital experience to its customers, multiple user groups, and internal teams.

Results story

Enhanced customer centricity helps growth

Celcom can now provide a unified digital customer experience across all channels of engagement, and meaningfully interact with customers using personalized content. This also helped Celcom to gain increased unique visitors, expand digital footprint and move up the web rankings.

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Celcom Axiata Berhad

Celcom, a member of the Axiata Group, is Malaysia’s oldest mobile telecommunications company with a wide national coverage. Being one of the very few to have successfully introduced mobile telephony in Malaysia, it provides mobile services to around 9.56 million prepaid and postpaid subscribers.

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