SERVICE MARKETING - BSM 7304

ASSIGNMENT 1 – MARKETING PLAN FOR TELEKOM MALAYSIA BERHAD

PREPARED BY:

NORAZMILA ISMAIL (1211400379)

NURUL SHAHRINA BT MOHAMAD SHAKIR (1211400209)
NURUL YASTAINN ABDUL AZIZ (1122702644)
Table of Contents

1.0 EXECUTIVE SUMMARY.............................................................................................3

2.0 INTRODUCTION TO TELEKOM MALAYSIA BERHAD........................................4
3.0 MARKETING PLAN – TM METRO ETHERNET.......................................................6
3.1. TARGET MARKET AND POSITIONING SERVICE..............................................6
3.2. DEVELOPING SERVICE PRODUCT......................................................................8
3.3. DISTRIBUTION SERVICES – PHYSICAL & ELECTRONIC CHANNELS.........9
3.4. SERVICE PRICING...................................................................................................9
3.5. PROMOTING SERVICES.......................................................................................10
3.6. DEVELOPING AND MANAGING SERVICES PROCESS...................................14
3.7. MANAGING SERVICE PERSONNEL...................................................................14
3.8. CREATING THE SERVICE ENVIRONMENT......................................................15
3.9. COMPLAINT HANDLING AND MANAGING CUSTOMER RELATIONSHIP 15
4.0 SUMMARY..................................................................................................................15
5.0 REFERENCES..............................................................................................................15
1.0 EXECUTIVE SUMMARY
2.0 INTRODUCTION TO TELEKOM MALAYSIA BERHAD

Telekom Malaysia Berhad (TM) is a Malaysian telecommunications company founded in

1984. It begins as the national telecommunications company for fixed line, radio and
television broadcasting services, and then it evolved to become the country's largest provider
of broadband services, data, fixed-line, pay television and network services.

TM is the national connectivity and digital infrastructure provider and Malaysia’s leading
integrated telco; set to enable Digital Malaysia by offering a comprehensive suite of
communication services and solutions in fixed (telephony and broadband), mobility, content,
WiFi, Cloud, Data Centre, cybersecurity, IoT and smart services. TM is driven by stakeholder
value creation in a highly competitive environment; and places emphasis on delivering an
enhanced customer experience via continuous customer service quality improvements and
innovations, whilst focusing on increased operational efficiency and productivity. Below are
the history of Telecommunications Department of Malaya.
As the enabler of Digital Malaysia, TM has been at the forefront of each telecommunication
technology evolution of the nation and will continue to do so. It provides the communications
backbone of Malaysia and is a digital hub for ASEAN, with the widest convergence
connectivity network and digital infrastructure. TM remains committed to serve a more
digital lifestyle and society, digital businesses and digital Government – towards making,
“Life and Business Easier, for a better Malaysia”. TM’s vision is to make life and business
easier for a better Malaysia. Meanwhile their mission is to deliver life made easier. TM’s
purpose is to keep people connected in more ways than one. Their values are total
commitment to customers, uncompromising integrity, respect & care.

MISSION STATEMENT

We deliver ‘Life Made Easier’

 to customers, through converged lifestyle communication experiences.

 to businesses is by collaborating with and supporting them with integrated solutions.

 to the nation is by supporting socio-economic development through education,

innovation & social initiatives.
3.0 MARKETING PLAN – TM METRO ETHERNET

3.1. TARGET MARKET AND POSITIONING SERVICE

TARGET MARKET
One of the main and premium products under TM is Metro Ethernet (Metro.e) which
falls under Fixed Line services. As such our target market for Metro.e services are
corporate customers that require affordable, performance, reliable and scalable
service for their connectivity. The stability that been provided by Metro.e with service
guarantee of up to 99.9% attract many big corporations especially the critical
corporation such as banking sector to subscribe to TM Metro.e services. The big
corporation finds this as crucial service as they could not bear any downtime of the
service during operation hour. Hence based on our study targeting corporate
customers will be benefitting for TM in increasing the sales as well as creating
stickiness with the customer.

POSITIONING
Metro.e is well known among the connectivity services that is on top of the list when
it comes to reliability and performance. Below is the product positioning for Metro.e
services:

1. Affordable
- Metro Ethernet has become much more widely available and budget
friendly over the past few years

2. Performance
- Metro Ethernet has one of the absolute lowest latencies of any Internet
service, making it an excellent choice for companies who routinely stream
large amounts of video, transfer large files, or use VoIP/digital voice for
their phone service.
3. Reliable
- Metro Ethernet provide Service Level guarantee up to 99.9% uptime
guarantees. Bandwidth is guaranteed as well with Metro Ethernet, unlike
with some lower cost shared-line Internet access services. You get exactly
what you pay for, and bandwidth is synchronous in both directions. This
ensures your uploads and outbound traffic have the same priority and
availability as your downloads.

4. Scalable Services
- Metro-Ethernet service provides scalable bandwidth in flexible increments
with simplified management, faster provisioning, and at lower cost. With
Metro Ethernet services, subscribers can buy just the bandwidth they need
today, by easily add the bandwidth and set up new connections whenever
they need to. This concept is called bandwidth on demand. Metro Ethernet
service will continue to provide the benefits of simplicity, cost
effectiveness and flexibility that are unmatched for a wide range of
applications. No more lengthy or expensive installs just to upgrade –
Metro Ethernet gives you one option to cover many different bandwidth
needs.

Target Market
Corporate Customers

Product Positioning
Affordable Performance Reliable Scalable service
3.2. DEVELOPING SERVICE PRODUCT

It is an end to end process of developing and launching a new service to be sold to

customers. This is including market research, service strategy, customer experience,
marketing, operations and launch of a new service. A service product comprises of all
elements of service performance be it tangible, intangible which create values for
customers. Components of a service product are :

A. CORE PRODUCT

Metro Ethernet Access

Metro Ethernet service is using Ethernet technology over the Wide Area Network
(WAN) topology and it delivers cost-effective, high-speed connectivity for
metropolitan-area network (MAN) and wide area network (WAN) applications. It is
easy to use technology appeals to customers who are already using Ethernet
throughout their local area networks. The popularity in the Metro-Ethernet service lies
in the simple fact that Ethernet technology is a connectivity and provide a ubiquitous
network for Ethernet transport which will provide a scalable network with a fast
Return of Investment (ROI). Metro-Ethernet service provides scalable bandwidth in
flexible increments with simplified management, faster provisioning, and at lower
cost. With Metro Ethernet services, subscribers can buy just the bandwidth they need
today, by easily add the bandwidth and set up new connections whenever they need
to. This concept is called bandwidth on demand. Metro Ethernet service will continue
to provide the benefits of simplicity, cost effectiveness and flexibility that are
unmatched for a wide range of applications.

B. SUPPLEMENTARY SERVICES

Under supplementary services it is been divided into 2 types which are:

Facilitating – for service delivery or help in the use of the core product
Enhancing – add extra value to the customer
Facilitating Services

a. Information – customer can get pricing details from dedicated Sales Manager or
from the website. Corporate customers for Metro.e service have a dedicated
monitoring centre who will provide an update directly during downtime and there
is an online portal to view the usage. Monthly report is being provided on monthly
basis by dedicated Service Manager.
b. Order Taking – order fulfilment will be based on LOA or service order. There will
be a dedicated Delivery and Project Manager to be assigned for this project.
Project meeting will also be provided to update customer on the status and
timeline.
c. Billing – there will be an invoice being produced and normally for Metro.e the
billing cycle will be on monthly or annual basis. Dedicated Client Manager will be
selected to ensure that invoice been sent out based on agreed timeline. Customer
can also view the “Statement of Account” to monitor the progress.
d. Payment – Since Metro.e charges is quite high customer is being an option to
make payment whether through transfer online or via cheque. But it is always to
have a black and white email to keep customer or TM updated should payment
being transacted. This is to ensure that communication is being updated
periodically to ensure that no outstanding which could cause interruption to the
service.

Enhancing Elements

e. Consultation – upon project completed and being handed over to customer,

normally TM will produce a training to the end user. This is to ensure that
customer is aware on the product and understand how to manage the situation
whether there is a failure or downtime. Monthly meeting with dedicated Service
Manager is another tools for consultation to look into service improvement.
f. Hospitality – Metro.e service which is being provided to customer comes with
security and reliable service. This is very important since service is involving
GLC and big banks or company.
g. Safekeeping – to show our appreciation towards the Corporate customers, we have
dedicated personnel to manage customer be it from Sales, Service Manager,
 Billing and Delivery. This is to show the additional value and priority we are
giving to the customers.
h. Exceptions – in order to ensure we have an improvement towards the service we
are providing, customer can highlight any request during monthly meeting be it a
complaint or any improvement requirements. Request will be discussed with our
Operation Team and mostly it will be on those repetitive downtime.
 3.3. DISTRIBUTION SERVICES – PHYSICAL & ELECTRONIC CHANNELS

Before we discuss further on the services, let us understand the meaning of distributing
services. Distribution is the process of delivering and selling products and services to
customers. We need to ensure that product reaches to the customer safely and on timely
manners. In order for us to perform distributing service through physical and electronic
channels, we need to understand further on the 5Ws.

1. What – What type of promotion?

a. For Metro.e we need to understand further on the product before we can proceed
with the promotion. Metro.e is being used for Corporate customers only which
promotion must be focusing on corporate customer from the product information,
pricing, bandwidth can be offered, service level and timeline. The next move will
be on the product flow from where customer can subscribe the service and who to
contact.

2. How – How will the service reach customer? Be it physically or electronic channels.

a. Customer should be able to get the information from TM website but for Metro.e
service, customer can register their details for the interest. TM marketing team
should provide the interested details to the Sales team in-charge to contact
customer and arrange for further discussion.
b. Service will be provided to customer based on the timeline and agreeable Service
level and bandwidth.

3. Where – where should the service be delivered?

a. For Metro.e service, service will be delivered at customer site. TM will be

installing a physical fiber connectivity and commission and perform testing before
we can deliver to customer.
b. In terms of the process, customer will need to sign off the Acceptance Form once
testing been verified by customer and workable.
c. There is a 24 hours customer service which customer can contact should there is
any problem or downtime on the service.
 4. Who – who is the target customer?

a. Metro.e service is a guaranteed connectivity service which normally been used for
Corporate customer to have transaction between HQ to branch.
b. Normally a big corporation require this service to have a guaranteed bandwidth
and no latency or downtime on the service.

FLOW MODEL OF DISTRIBUTION TO SERVICES

There are 3 elements of distribution which are :

a. Information and Promotion flow – ways of getting customer to have the interest in
buying the service. For Metro.e service this will happen when customer has
demand/contract expiring/require bandwidth upgrade.
b. Negotiation Flow – come out with pricing policy method in terms of discount level to
be used as a benchmark by Product team and agreement with Sales Head for the PNL.
c. Product Flow – develop a brochure for products, FAQ and Rate-card for the pricing.
This will be a guideline for Sales team to use when receive request from customer.
FLOWCHART TO SHOW HOW DOES PRODUCT, SALES & DELIVERY FLOW
WHAT IS A FRANCHISE

Franchise is a business whereby the owner licenses its operations along with it products,
branding and knowledge to another party and will get in return a franchise fee. Franchisor
provides a training, equipment and support for the marketing activities. They act on behalf of
the company in this case would be TM facing customers bringing value and providing service
of TM to customer. In a simple statement it gives right to another company to sell TM
Metro.e using their own name. But customer know that they are under TM.

TM Metro.E also uses franchise to ensure that TM Metro.e is still under TM network. The
reason why TM is introducing franchise is because certain customer is comfortable for the
franchise to manage their network. The loyalty of customer is the key word for TM to choose
this type of arrangement. Below are list of franchise under TM for Metro.e services.

LIFETECH
Leading Cyber Security & Network company .
Provide proactive Monitoring around the clock for customer network availablity and
devices.
Provide Manage Security Services and connected to 9 IBM SOC's around the world.
TM Franchise for banking and government segments.

KABAZ
provides full fledge communications technology focusing on network centric.
Provides 24x7 Helpdesk and Network Operation Center.
provide ICT and Infrastructure Solution.
TM franchise for government segments.
3.4. SERVICE PRICING

Having an effective pricing strategy helps solidify TM position in the market by

building trust with customers as well as meeting the business goals. Our goal when
planning the service pricing is to provide value to the customer with a bundles service
but at the same time still monitoring our competitors’ pricing strategy.

As there will be range of bandwidth required by the customer, we are providing tier-
based pricing to the customer with lowest bandwidth of 1Mbps up to 1Gbps. Hence
with this we can also focus to the Small Medium Enterprise (SME) customer that may
not be subscribing to the bigger bandwidth but still prefer a hassle-free Managed
Service for their connectivity.

Our focus is we want our customer to have ease in mind when they’re subscribing to
our Metro.e services. We are providing connectivity with tier-based bandwidth
pricing which bundle up with equipment (router), plus a 24x7 monitoring service with
a service guarantee up to 99.9%. For big corporation this can entice them to our
Metro.e premier service.

With the end in mind to provide the best managed service to our customer, we
bundled our Metro.e with equipment that can provide routing in their connectivity as
well as 24x7 monitoring service.
3.5. PROMOTING SERVICES
In ensuring that TM Metro Ethernet is well promoted, we have devised a promotional
plan for this service as below:
1. Marketing materials
 Product brochure
 Print advertisements

Image 1: Sample front page brochure

2. Website
 Adding new information on Metro Ethernet info and offering on TM official
and subsidiary website
 Any potential buyer can click to “Contact Us Now”
Image 2: TM official website

Image 3: VADS official website – subsidiary of TM

Image 4: “Interested, Contact Us” page view

3. Social Media
 Adding Metro Ethernet information and success stories in official TM
LinkedIn, Instagram & Facebook to attract new buyer

Image 5: LinkedIn page view

4. Offer loyal customers of TM an exclusive preview

 Invite TM loyal customer to take part in virtual pre-launch, preview or demo.
They are most likely to not only buy it, but also promote it to their counterpart
in the industry. For example, in banking industry if Maybank as banking
industry leader take part in any services by TM, CIMB and other banks will
follow suit.

5. Introductory Offer
The Introductory Offer will be focusing on rather new small corporation customer
to have a taste of TM Metro Ethernet service.
6. Reduced-rate bundle or package.
 Package the Metro Ethernet service with other products in TM
Example: Metro Ethernet and Internet services

7. Event
Event to create awareness on Metro Ethernet services. During the pandemic,
virtual events will serve as an effective promotion tool.

8. Technology update
9. Sales Promotion or discount price
10. Email marketing
 3.6. DEVELOPING AND MANAGING SERVICES PROCESS

Telekom Malaysia(TM) as part of Top 3 telecommunication company in Malaysia always put

customer as their main priority and believes on Customer Oriented. To meet this expectation,
employees need to play their role be it from the customer service department, technical, sales
and other departments. They need to use an appropriate strategies to maintain this with the
employees :

a. It is very seldom to see TM hire outsider or new joiners from outside of TM. There is
no right or wrong but TM believes in their own people capabilities. There will be set
of interviews and test for new post advertisement to ensure that person fits for the
post. Meanwhile for promotion, candidate need to fulfil the existing job at least 5
years and to meet certain KPI requirements. This is to ensure that staff is meeting the
criteria and with good experience and knowledge.
b. For outsider they need to meet the criteria advertised and certain knowledge, will
require the candidate to come out with strategy plans or technical design to be shown
during interview session. Language communication in English is compulsory as we
are dealing with professional and big corporate customers.
c. TM also provides list of training for the employees be it in house or with external
training company. This training is to ensure we meet customer certain clarification
especially for tender requirements and also to upskill employees knowledge and
skills. For new joiners, there will be an induction training provided and for promotion
there will be an on job training. They will be on probation period for at least 3-6
months before confirmation.
d. Appreciation award event. This is where employees will be credited with special
token for their efficiency and capabilities on handling certain tasks provided. This will
make the employees to strive for better.
3.7. MANAGING SERVICE PERSONNEL
The personnel that will facilitate with this plan will be the Sales & Marketing division
and the Head of Sales & Marketing will be overseeing the whole operation.
Eventually all TM’s staff that involve in Metro Ethernet development will take part in
this operation.

Metro Ethernet services would require a specialize and technical knowledge to be able
to engage with customer. Hence to further improve and equip the frontliner such as
the sales and consultant team on Metro Ethernet services, few trainings will be
provided.

Apart from the technical knowledge, working in a customer-facing service role and
want to excel in your work would require the following skills as below:
 Practice active listening.
 Learn to empathise with your customers.
 Use positive language.
 Know your products and services.
 Communicate Clearly.
 Be solutions focused.
 3.8. CREATING THE SERVICE ENVIRONMENT
What is the service environment?

Service environments relate to the style and appearance of the physical surroundings and
other experiential elements encountered by customers at service delivery sites. Crafting the
Service Environment focuses on the key dimensions of service environments in the
Servicescape model.

a. Ambient conditions – Metro.e service is using router and switches. These equipment is
place in customer data center which is very sensitive to temperature and humidity. During
installation of service, TM personnel will advise customer accordingly.

b. Space and function – equipment for Metro.e services which are router and switches must
be allocated in the same rack in customer data center ot IT room. It must be equipped with air
condition room and customer need to ensure that no power failure. Otherwise service will
have an interruption and downtime.

c. Signs, Symbols and Artefacts – logos and signs must be allocated at TM rack and
equipment in order to identify during downtime. Sometimes there is a need for TM personnel
to come and reset the equipment and by having these signs, it will be easier for TM personnel
during troubleshooting.

What creates the environment for the service?

Set customer expectation and exceeds customer needs for safety, security and support. This
will increase our brand loyalty and add value to TM.

a. Listen to customer and be responsive

b. Be as flexible as possible as customer will do comparison with other telecommunication
c. Quick and fast respond to customer request or complaints.
d. Provide good support and best price.
e. To be treated fairness and fairly.
f. Managing customer expectation.
 3.9. COMPLAINT HANDLING AND MANAGING CUSTOMER
RELATIONSHIP
A complaint arise when customer feels strongly enough that his or her expectations
have not been met. In other word, a complaint will be made when a customer brings a
problem to the organization's attention and expects a remedial solution, which may go
beyond the simple provision of product or service that initially led to the complaint.
Complaints are often used by regulators as a measure of an organization's customer service
success.

"Complainant" is defined as customers who have recently experienced an issue and

have reported it to an employee (The Institute of Customer Service, 2015). They may not
have filed a formal complaint and their issue may or may not be recorded in the
organization's complaint tracking system. According to their research, there are 5 rules of
complaints handling for organizations which are :

1. Have a strategic plan :

Have a clear, flexible welcoming and open policy on complaints. A complaint is a gift
when a customer gives up their time to help you improve your organisation.

2. Train your staff and management in complaints handling :

Give them confidence to tackle the difficult customers and support in their actions.
Excellent complaint handling isn’t easy and can sometimes be stressful and feel
unrewarding. Confirm its importance in providing great customer service.

3. Give complaining enough priority and authority :

Staff should be aware that complaints are a top priority item for your operation, and
anyone who deals with them must have sufficient authority to resolve them
completely.

4. Ensure that you can process complaints from all sources :

There are 4 main ways to complain – in person, by telephone, by mail, by
email/internet. Your organisation must be able to handle all of these efficiently.
 5. Set up processes to log and analyse all complaints and share with everyone
You can learn a lot about problems with internal processes, training, specific
employees/managers, and product for free.

Complaints should be seen as an indicator of an organization's performance,

signalling some problem or failure in internal processes that needs to be remedied quickly to
avoid the migration of profitable customers (Filip. A, 2013). In addition, organizations must
know that the consequences of losing customers are both reduced profits and negative word
of mouth. According to a study ’Complaint Management : A Customer Satisfaction Learning
Process’ been conducted by Alina Filip (2013), dissatisfaction leads clients to each migration
behaviour and poor referrals to different ability buyers, adversely affecting retention rates,
profitability and organizational image.

Therefore, clients who make court cases offer the organization with extra possibilities
to perceive inner deficiencies and to broaden the correct healing strategy. This ought to
consciousness on actively encouraging complaining behaviour and organising powerful
approaches to clear up problems, cast off the reasons of dissatisfaction, and offer spark off
solutions to affected clients. Consequently, through designing an incorporated grievance
control system, corporations have the possibility to study from patron comments and to make
the most this facts a good way to lower weaknesses, enhance enterprise performance, keep
away from destiny poor experiences, and therefore reset up patron satisfaction, loyalty and
courting commitment.

Thus, it is not possible for Telekom Malaysia (TM) to have even a single complaint
from customer. According to MCMC (Malaysian Communication and Multimedia
Commission) which reported by MalaysiaKini news and New Straits Times (Nov 19, 2018),
TM records highest number of user complaints. In addition, these complaints centred around
consumer dissatisfaction on pricing (21 percent), the lack of Unifi coverage (16 percent),
Unifi service disruption (13 percent), billing disputes (14 percent), service delivery (14
percent) and other categories (22 percent). From this, we can see that complaints be made by
customers came from every aspect of TM services including the product as well.
 According to a study of ‘Effectiveness of CRM System For Customer Service
Representatives (CSR) Training At Telekom Malaysia’ conducted by Badrul Aziz in 2012,
back then TM has continuously emphasized the need to improve and develop the
multidisciplinary skills and competencies of its staff. Various human resource development
programs are continuously implemented to ensure that this philosophy is strictly adhered to.
In an effort to provide impeccable customer service and improve the customer experience
when dealing with TM, human resource development has always been a top priority for the
organization. TM has established its own training center since 1963, called TM Training
Center (TMTC) to cater for various human resource development programs. TMTC is a
division within TM whose primary responsibility is to provide training and development at
various levels to employees of TM and its subsidiaries.

There are many reasons why TM has embark on CRM for Metro Ethernet (Metro.e),
which are :

 Today’ s customers (corporate customer) have plenty of choices and substitutes.

 If TM does not embrace customer centricity, existing customers will churn; new
customers will not come in.
 Competitive business environment forces us to change in order to stay ahead in the
business.
 Need to inculcate a customer oriented commercial work culture so that customer will
remain with TM.
 CRM will enable TM to maximize the enormous information potential from TM’s
customer base to meet customers’ needs.
 CRM can enhance customer experience by providing frontliners with capabilities and
intelligence to better serve the customer.
 CRM can increase TM’s revenue share through intelligent marketing campaign
management, smart segmentation, quick analysis and effective customer retention.
 CRM can improve operational effectiveness through integrated customer interaction
capabilities at all interaction points.
 Figure below detailed out the elements under four categories of the strategy namely
understanding market and customers, develop offerings, retain customers and acquire our
Metro.e customers.

While as for this figure below shown CRM system solution that divided into Operational
CRM, Analytical CRM, and Infrastructure that integrate CRM with other systems and
support. This application system is called Integrated Customer Allied Relationship or iCARE.
The and is the customization of Oracle Siebel7.7 CRM system. The iCARE is the system that
interacts between TM frontlines or customer service representative (CSR) and TM customers
either for product and services enquiry, order request and fulfilment, complaints and service
request and fulfilment.
 TM has embedded in CRM implementation are related to the following functions;

 Order Capturing and Processing - This would facilitate CSR to capture customers’
orders for products or services. The orders are mainly divided into new installation,
removal or disconnection, transfer or change of service and modification of service.
 Service Request and Trouble Tickets - The functions are to capture any additional
service features request or to record any complaint about the service. It also to report
and log any trouble tickets or trouble reports about faulty services.
 Service Fulfilment - This function and processes is about the installation of service
after receiving the service order. It also includes the tracking and monitoring of
service orders until services installed and customer confirm the service is ready for
use.

Thus, all of these initiatives indicate that TM is capable in handling customer

complaint as well in managing its relationship with our corporate customers. Both contact
centre and TMpoint have a good system utilization performance even though they are
different in nature of services provided to customers. This has provide a positive customers
experience when dealing with TM and more information will be captured about the
customers. this will lead to be one of the advantage to TM in managing and retaining the
customers.

C. SUMMARY

Telekom Malaysia Berhad (TM) is a well-known Malaysian telecommunications company

founded in 1984 that provide services such as fixed line, broadband services and more. Along
with our mission statement We deliver ‘Life Made Easier’, we have selected Metro Ethernet
(Metro.e) which is focus on Fixed Line services and our main target market are corporate
customers. Metro.e can connect two sites or hundreds of sites Metro.e which is its suitable for
corporate customer to interconnect their business offices or data centers. Besides, it also provide
multicast delivery used by business customers for video conferencing and more.

We choose Metro.e as it will provide affordable and various type of packages for our customer to
choose from depending on their need. With the 5W’s we believe that we are able to have a proper
distribution strategy either through physical approach or online platform. In addition, with the help
of our distribution flowchart which include Information and Promotion flow, Negotiation Flow
and Product Flow, we are capable in identify and get information regarding to customer
requirement, market a suitable package (pricing, bandwidth) to our potential customer and
more.

On the other hand, our Metro.e have its own franchise that is still under TM which are
Lifetech and Kabaz. TM is well-known in managing relationship with customers despite of
numbers of complaint receive through their daily business operation. Thus, employers are
precise when it comes in hiring employees employee from the customer service department,
technical, sales and other departments. Besides, few trainings for Metro Ethernet services that
require a specialize and technical knowledge for employee to be able to engage with
customer. Other than technical knowledge, working in a customer-facing service role and
employee need to practice active listening, learn to empathise with your customers.,
communicate clearly and more.
By having its own CRM system solution which is known as Customer Allied Relationship or
iCARE (now iCARE Prime), more information will be captured about Metro.e customers and
this would be an advantage to TM in managing and retaining its customers. The information
captured about customers are from personal details, services subscribed, usage patterns,
payment history, and complaint history All this information will be useful to support any
customer requests either current or future needs. Furthermore, the information will be used by
organization for analysis of most preferred products or services, analysis of predictive churn,
marketing campaign, loyalty and retention strategy and other future planning to meet
customers’ demand.

D. REFERENCES

https://studentshare.org/marketing/2070217-business-report-critically-analysing-service-
design-elements

https://www.ideas.org.my/know-your-glcs/

https://unifi.com.my/wirelessbroadband/index.html

https://www.tmone.com.my/solutions/connectivity-services/

https://www.researchgate.net/publication/
354809821_Distributing_Services_Through_Physical_and_Electronic_Channels

Handling complaints. Institute of Customer Service. (2015, June 8). Retrieved March 12,
2022, from https://www.instituteofcustomerservice.com/resource/handling-complaints/ 

Filip, A. (2013). Complaint management: A customer satisfaction learning process. Procedia

- Social and Behavioral Sciences, 93, 271–275.
https://doi.org/10.1016/j.sbspro.2013.09.188 

Bernama. (2018, November 19). TM records highest number of user complaints - MCMC.
Malaysiakini. Retrieved March 13, 2022, from
https://www.malaysiakini.com/news/452545 
TM records the highest number of complaints | new straits ... (n.d.). Retrieved March 13,
2022, from https://www.nst.com.my/news/nation/2018/11/432660/tm-records-highest-
number-complaints 

Muhammad, B. A. (2012, February). Effectiveness of CRM system for customer

service ... Retrieved March 12, 2022, from
http://eprints.utm.my/id/eprint/39160/5/BadrulazizMuhammadMFPPSM2012.pdf