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.

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

9. 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]

10. VALUE FROM SEARCH
RAISED
AWARENESS
LONG TAIL
OFFERING
PROBLEM
SOLVING
TIME
SAVED
SEARCH IS
NOW
DELIBERATE
BUSINESS
STRATEGY
NEW BUSINESS
MODEL
BETTER
CONVERSION

11. C A S E S T U D Y
TRENDSETTER
TO OTHER REGIONAL TELCOS

12. 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

13. PROPOSED SEARCH
FUNCTIONALITY
KEYWORD
NATIVE
CONTEXTUAL
CROSS-SELL
RELEVANT
PREDICTIVE TEXT
LOCATION
CONTEXTUAL
OFFERS
*SEARCH HISTORY
RECENT SEARCHES
*VOICE SEARCH
NATIVE LANGUAGE
*Not Implemented

14. 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.

15. THANK YOU
LET’STALK
BEFEARLESS.
© 2014 XM ASIA PACIFIC