Celcom partnership with Lynx Analytics helped them understand their customers experience better. Lynx Analytics transformed its service offerings on customer retention and helped them better target their customers better.

Improving Customer Value Management (CVM)

About Celcom

Celcom Axiata Berhad, DBA Celcom, is the oldest mobile telecommunications provider in Malaysia. Celcom is a member of the Axiata group of companies. Established in 1988, Celcom has been bridging communications and is advancing towards integrated multi-access, multimedia services and IoT solutions, in line with evolving technologies and consumer expectations in Malaysia.

Key challenges of Celcom 

Celcom faced an intense price competition which resulted in approximately 6.7% of customer churn per month. They were looking for ways to migrate their existing customers to postpaid contacts which could generate a higher ARPU. 


The Solution

Since Celcom primary focus was campaign optimization and usage experiences, we short-listed a group of factors in the Customer Happiness Index which was inline with the business objectives. 




Some of The Factors Explained




Factors 2

Customer Value Management (CVM)
At a Glance:

  • Measures operational and touchpoint NPS
  • Integrates with your internal BI tools for creating campaign white lists


Interested in exploring the Customer Happiness Index for your business?

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