A research analyst exploring innovation opportunities in the experience economy. Research focuses on how the merging of online and offline worlds helps brands better navigate the experience economy.

Min Yi

Syahirah Raffi

boon

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<p>ASEAN is experiencing a digital revolution, with internet usage rates skyrocketing from 51.0 per 100 inhabitants in 2017 to 72.0 per 100 in 2022, according to The Association of Southeast Asian Nations (ASEAN). This surge in online connectivity signifies a rapidly growing and engaged digital population. Fueled by this digital transformation, telcos in the region are no longer just connectivity providers; they&#8217;re digital ecosystem architects playing a critical role in this transformation by:</p>



<ul class="wp-block-list"><li><strong>Expanding networks</strong> to ensure seamless mobile communication.</li><li><strong>Embracing cutting-edge technologies</strong> like 5G to unlock faster internet speeds.</li><li><strong>Developing <a href="https://content.twimbit.com/insights/asean-tourist-e-sim-purchase-2024/" data-type="post" data-id="67824">innovative digital services</a></strong> that revolutionize how people and businesses connect.</li></ul>



<p>To navigate this evolving landscape, the “<strong>CX Mark: ASEAN telco prepaid purchase &amp; recharge journey 2024</strong>” report delves into the customer experience (CX) across various touchpoints. We assess and compare telcos based on crucial parameters that directly impact your experience, including:</p>



<ul class="wp-block-list"><li><strong>Purchasing process:</strong> How easy is it to find, understand, and purchase the right prepaid plan?</li><li><strong>Delivery convenience:</strong> Do users have a variety of delivery options with clear fees and delivery times?</li><li><strong>Activation process:</strong> Are prepaid activation instructions clear, verification simple, and the overall process smooth?</li><li><strong>App innovation:</strong> Is the app user-friendly with easy account creation, information access, payment options, and in-app shopping?</li><li><strong>Customer care:</strong> Do users have multiple support channels with quick response times and access to helpful self-service options?</li></ul>



<h1 class="wp-block-heading" id="the-twimbit-tdex-framework"><a href="#the-twimbit-tdex-framework" aria-hidden="true" class="aal_anchor" id="the-twimbit-tdex-framework"></a>The Twimbit TDEX framework</h1>



<div class="wp-block-image is-style-default"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2024/06/27121840/image-19.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-1024x566.png" alt="prepaid" class="wp-image-68407" width="543" height="300" srcset="https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-1024x566.png 1024w, https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-300x166.png 300w, https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-768x424.png 768w, https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-1536x849.png 1536w, https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-1980x1094.png 1980w, https://cdn.twimbit.com/uploads/2024/06/27121840/image-19-20x11.png 20w, https://cdn.twimbit.com/uploads/2024/06/27121840/image-19.png 2016w" sizes="auto, (max-width: 543px) 100vw, 543px" /></a></figure></div>



<p>By providing a comprehensive analysis of these factors, the report aims to offer valuable insights for telcos across the ASEAN region. Through this, aspiring telcos can identify areas for improvement and enhance their overall customer experience strategies.</p>



<h1 class="wp-block-heading" id="research-methodology-1"><a href="#research-methodology" aria-hidden="true" class="aal_anchor" id="research-methodology"></a>Research methodology </h1>



<p>To evaluate telcos in Southeast Asia, Twimbit utilised the framework below:</p>



<ol class="wp-block-list"><li><strong>Identify the top telcos:</strong> Analysts first identified the top telecommunication companies in Indonesia, Malaysia, Philippines, Singapore, and Thailand.</li><li><strong>Evaluate services:</strong> Analysts then purchased prepaid plans from these identified telcos to assess various aspects of their services. These aspects include the purchase journey, delivery convenience, activation process, app innovation, and customer care.</li><li><strong>Define scoring system:</strong> A scoring system was created with five key success metrics and 21 sub-parameters.</li><li><strong>Rate on a scale:</strong> Each factor was rated on a scale of 1 to 5, with 5 indicating the best performance.</li><li><strong>Identify top telco:</strong> Finally, weighted scores were assigned to each category, and these scores were used to identify the top telco companies in ASEAN.</li></ol>



<h1 class="wp-block-heading" id="how-are-the-telcos-performing"><a href="#how-are-the-telcos-performing" aria-hidden="true" class="aal_anchor" id="how-are-the-telcos-performing"></a>How are the telcos performing?</h1>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2024/07/01104255/image-1.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-1024x506.png" alt="" class="wp-image-68522" width="587" height="290" srcset="https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-1024x506.png 1024w, https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-300x148.png 300w, https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-768x380.png 768w, https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-1536x759.png 1536w, https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-2048x1012.png 2048w, https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-1980x979.png 1980w, https://cdn.twimbit.com/uploads/2024/07/01104255/image-1-20x10.png 20w" sizes="auto, (max-width: 587px) 100vw, 587px" /></a></figure></div>



<h3 class="wp-block-heading" id="1-the-prepaid-purchase-journey"><a href="#1-the-prepaid-purchase-journey" aria-hidden="true" class="aal_anchor" id="1-the-prepaid-purchase-journey"></a><strong>#1 The prepaid purchase journey</strong></h3>



<p><strong>The purchase journey section gauges the ease and efficiency of acquiring new services or subscriptions.</strong></p>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/02/29153449/Untitled-12.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/02/29153449/Untitled-12.png" alt="" class="wp-image-65758" width="438" height="247" srcset="https://cdn.twimbit.com/uploads/2024/02/29153449/Untitled-12.png 556w, https://cdn.twimbit.com/uploads/2024/02/29153449/Untitled-12-300x169.png 300w, https://cdn.twimbit.com/uploads/2024/02/29153449/Untitled-12-20x11.png 20w" sizes="auto, (max-width: 438px) 100vw, 438px" /></a></figure>



<p><strong>Top best practices:</strong></p>



<ol class="wp-block-list"><li>dtac &#8211; The DTAC website has a clean design with a strong brand voice</li><li>Telkomsel &#8211; Allows users to customise plan comparisons and select their preferred number, personalising its product to enhance satisfaction</li><li>Yoodo &#8211; Provides customers the flexibility to modify plans before finalising purchase to encourage more well-informed decisions</li><li>True Move &#8211; Offers pay-later reload alternatives and helping customers attain peace of mind with options to maintain their connection, even in unexpected situations</li><li>Hotlink simplifies reloading &#8211; Provides unmatched ease with simple steps and even emergency top-ups</li></ol>



<h3 class="wp-block-heading" id="2-delivery-convenience"><a href="#2-delivery-convenience" aria-hidden="true" class="aal_anchor" id="2-delivery-convenience"></a><strong>#2 Delivery convenience</strong></h3>



<p>The delivery convenience section measures the ease of receiving services, such as physical SIM card delivery or e-SIM instructions.</p>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/02/29153505/Untitled-13.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/02/29153505/Untitled-13.png" alt="" class="wp-image-65759" width="426" height="112" srcset="https://cdn.twimbit.com/uploads/2024/02/29153505/Untitled-13.png 584w, https://cdn.twimbit.com/uploads/2024/02/29153505/Untitled-13-300x79.png 300w, https://cdn.twimbit.com/uploads/2024/02/29153505/Untitled-13-20x5.png 20w" sizes="auto, (max-width: 426px) 100vw, 426px" /></a></figure>



<p><strong>Top best practices:</strong></p>



<ol class="wp-block-list"><li>MyRepublic &#8211; Allows users to select preferred date of delivery, gives users the control to receive their SIM card at their most suitable time</li><li>AIS &#8211; E-SIM order details and activation instructions are all consolidated into one email, ensuring a smooth and efficient process</li></ol>



<h3 class="wp-block-heading" id="3-activation-process"><a href="#3-activation-process" aria-hidden="true" class="aal_anchor" id="3-activation-process"></a><strong>#3 Activation process</strong></h3>



<p>The activation process section explores the user experience surrounding service activation, assessing its clarity and convenience.</p>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/02/29153521/Untitled-14.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/02/29153521/Untitled-14.png" alt="" class="wp-image-65760" width="421" height="151" srcset="https://cdn.twimbit.com/uploads/2024/02/29153521/Untitled-14.png 562w, https://cdn.twimbit.com/uploads/2024/02/29153521/Untitled-14-300x108.png 300w, https://cdn.twimbit.com/uploads/2024/02/29153521/Untitled-14-20x7.png 20w" sizes="auto, (max-width: 421px) 100vw, 421px" /></a></figure>



<p><strong>Top best practices:</strong></p>



<ol class="wp-block-list"><li>CelcomDigi &#8211; Wallet-size packaging and clear activation instructions with visual cues help users activate their new service quickly and easily</li><li>Simba &#8211; Complete your identify verification process with Singpass in less than 1 minute for ultra-convenience</li><li>Singtel &#8211; Activation process is seamlessly integrated with identity verification process to eliminate extra steps</li></ol>



<h3 class="wp-block-heading" id="4-app-innovation"><a href="#4-app-innovation" aria-hidden="true" class="aal_anchor" id="4-app-innovation"></a><strong>#4 App innovation</strong></h3>



<p>The app innovation section examines how telcos are leveraging mobile applications to offer innovative features and enhance user engagement.</p>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/02/29153535/Untitled-15.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/02/29153535/Untitled-15.png" alt="" class="wp-image-65761" width="425" height="247" srcset="https://cdn.twimbit.com/uploads/2024/02/29153535/Untitled-15.png 550w, https://cdn.twimbit.com/uploads/2024/02/29153535/Untitled-15-300x175.png 300w, https://cdn.twimbit.com/uploads/2024/02/29153535/Untitled-15-20x12.png 20w" sizes="auto, (max-width: 425px) 100vw, 425px" /></a></figure>



<p><strong>Top best practices:</strong></p>



<ol class="wp-block-list"><li>im3 &#8211; Streamlines the onboarding experience with flexible log-in and clear navigation</li><li>MyRepublic &#8211; Dashboard with all essential information like remaining data, SMS, calls, plan name and billing period promotes informed decision-making and allows users greater control over their accounts.</li><li>Globe &#8211; Simplifies bill management with dedicated pages for transaction history and billing</li><li>Telkomsel &#8211; Offers a streamlined experience for choosing the right connectivity plan alongside a compelling rewards program.</li><li>Smartfren &#8211; Offers immersive gamification features that keep users engaged with constantly updated games</li></ol>



<h3 class="wp-block-heading" id="5-customer-care"><a href="#5-customer-care" aria-hidden="true" class="aal_anchor" id="5-customer-care"></a><strong>#5 Customer care</strong></h3>



<p>The customer care section examines the accessibility of customer service channels offered by prepaid telcos, including channel availability, response times, and self-service potentials.</p>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/02/29153544/Untitled-16.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/02/29153544/Untitled-16.png" alt="" class="wp-image-65762" width="463" height="223" srcset="https://cdn.twimbit.com/uploads/2024/02/29153544/Untitled-16.png 582w, https://cdn.twimbit.com/uploads/2024/02/29153544/Untitled-16-300x144.png 300w, https://cdn.twimbit.com/uploads/2024/02/29153544/Untitled-16-20x10.png 20w" sizes="auto, (max-width: 463px) 100vw, 463px" /></a></figure>



<p><strong>Top best practices:</strong></p>



<ol class="wp-block-list"><li>XL &#8211; Offers multiple customer support channels, providing customers flexibility to choose the most convenient options for their needs</li><li>TrueMove &#8211; Categorised FAQs with visual cues make it easy for users to find information and expedites issue resolution</li></ol>



<h2 class="wp-block-heading" id="analyst-recommendations"><a href="#analyst-recommendations" aria-hidden="true" class="aal_anchor" id="analyst-recommendations"></a>Analyst recommendations</h2>



<p>Building on these insights, our analysts have formulated a series of actionable recommendations to empower telcos in the ASEAN region to streamline the prepaid purchase and recharge experience for their customers.</p>



<ol class="wp-block-list"><li>Streamline the prepaid acquisition process<ul><li><strong>Simplified discovery</strong><ul><li>Differentiate between new and existing users during the initial journey and offer relevant information and plans</li></ul></li><li><strong>Personalised plan comparison</strong><ul><li>Allow customers to customise which prepaid plans they want to compare, resulting in more well-informed decisions</li></ul></li><li><strong>Preferred number selection</strong><ul><li>Empower customers to key in their preferred number and choose from generated options for a personalised touch</li></ul></li><li><strong>Flexible checkout</strong><ul><li>Enable customisation of prepaid services and add-ons during checkout, alongside plan change options before payment</li></ul></li><li><strong>Frictionless purchase</strong><ul><li>Ensure a purchase process with less than 5 steps, allowing keying in preferred top-up amounts and advance top-ups</li></ul></li><li><strong>Delivery option</strong><ul><li>Offer convenient e-SIM options</li><li>Allow users to choose preferred date/time for delivery</li></ul></li><li><strong>Seamless activation</strong><ul><li>Simplify activation steps with easy-to-understand visuals</li><li>E-SIM: Provide instant payment confirmation; consolidated emails with order details and clear activation instructions</li></ul></li></ul></li><li>Enhance the app experience and self-service management<ul><li><strong>Effortless verification</strong><ul><li>Enable swift self-service verification (under 1 minute) using ID and email or a secure one-time passcode (OTP)</li></ul></li><li><strong>Immediate activation</strong><ul><li>Enable instant activation via QR code (e-SIM) or app launch upon SIM insertion (physical SIM)</li></ul></li><li><strong>Guided navigation</strong><ul><li>Offer a navigation guide for first-time users during their initial app sign-in</li></ul></li><li><strong>Informative dashboard</strong><ul><li>Provide a comprehensive dashboard displaying account information (bill, data usage, plan details), payment method management, and in-app shopping options</li></ul></li><li><strong>Simplified shopping</strong><ul><li>Enable in-app purchase within 3 steps, personalise recommendations based on past purchases</li></ul></li><li><strong>Product filtering</strong><ul><li>Integrate a product filter feature for easy discovery within the app</li></ul></li></ul></li><li>Boost engagement and loyalty<ul><li><strong>Diversified value proposition</strong><ul><li>Offer non-connectivity services across entertainment, education, personal finance, delivery, and e-commerce to add value</li></ul></li></ul><ul><li><strong>Rewarding incentive</strong><ul><li>Provide a variety of rewards and vouchers across more than 3 categories (e.g., food &amp; beverage, travel, entertainment) to cater to diverse preferences</li></ul></li></ul><ul><li><strong>Gamification</strong><ul><li>Design a loyalty program beyond simple check-ins, incorporating mini-games and interactive elements to increase engagement and earn loyalty points</li></ul></li></ul></li><li>Prioritise comprehensive and accessible customer service<ul><li><strong>Multi-channel accessibility</strong><ul><li>Ensure customer service accessibility across various channels: email, hotline, social media, live chat, and conversational AI with natural language understanding.</li></ul></li></ul><ul><li><strong>Rapid response</strong><ul><li>Prioritise fast response times across all channels.</li></ul></li></ul><ul><li><strong>Visual assistance</strong><ul><li>Offer visual aids (FAQs with visual cues) for self-service support.</li></ul></li></ul><ul><li><strong>AI-powered voice assistance</strong><ul><li>Implement personalized IVR functions with speech recognition and AI capabilities for a more intuitive experience.</li></ul></li></ul></li></ol>


ASEAN is experiencing a digital revolution, with internet usage rates skyrocketing from 51.0 per 100 inhabitants in 2017 to 72.0 per 100 in 2022, according to The Association of Southeast...