MEASAT Broadcast Network Systems Sdn Bhd- Online Support
Name of Organization / Company: MEASAT Broadcast Network Systems Sdn Bhd, Kuala Lumpur, Malaysia
Category: Award for Innovation in Business Information or Application Websites
Entry Title: Transforming Redundancy to Genuine Online Support
1| Delivering Positive Online Service Experience
As customers shift towards our online platforms for service, desiring more convenience, flexibility and personalisation, we made great strides to improve core functionalities of our selfserve online Help & Support platform, looking into over a dozen significant improvements that add features, and refine the end-to-end user experience from registration to performing a service transaction – improving utility, experience and satisfaction.
2|Transforming to Meet Needs
Previously, our ‘Help & Support’ section of our corporate website was underutilised as it was difficult to manoeuvre, lacking order and ease of navigation. Our information pages for technical support were text-centric and lacked clear presentation. Suffice to say, our site required a major overhaul.
Through our efforts, we aim to provide customers with intuitive navigation and easy access to all Astro service information in hope of improving consumer adoption and convenience.
Keeping it Concise & Relevant
We kept it concise by including a new landing page that allows for intuitive information search categorised based on a customer’s lifecycle journey. Icons within this page guide new customers to microsites containing our key offerings and services, simplifying search and navigation. In making information osmosis seamless, we removed 84 pages of redundant content to facilitate more precise information delivery.
We included a banner slider to enable customers to move interchangeably between our main categories at any time. Breadcrumbs were added for useful tracking within the site.
Listening Closely to Customers
Based on customer insights, we ensured the most searched for answers were clearly displayed as a section on the main page.
We incorporated a closed-loop system to encourage two-way information flow. The introduction of ‘Share your thoughts with us!’ to capture customer feedback and ‘Was this article useful?’ to measure the relevance of each article, plus a future Community Page to serve as a safe-space for communal discussions will solidify our knowledge and understanding of our customers’ wants and needs.
Providing Immediate & Visible Service Assurance
We made available for customers’ easy reference to change their packages, troubleshoot technical issues, pay and view their bills, view and select rewards and more, anytime anywhere.
We enabled our customers to enquire and troubleshoot any concerns about their service 24/7 via an interactive step-by-step troubleshooting guide that includes search engine optimisation and upcoming video tutorials. Customers can also submit support requests if further technical assistance is required. We provide end-to-end self-service, removing unnecessary time and expense.
Sharing Beyond Expectations
Beyond TV content, we also share information on other Astro services, providing greater insight into the expansive reach of entertainment, such as Raku (Music application), Go Read (Reading Application), Go Shop and iSooka (e-Commerce).
3| Translating Actions into Progress
Through our transformation, Astro better enables and empowers customers to initiate service requests or any enquiry via our Help & Support page. Since its set-up, we have witnessed a 16% increase in users, with a 54% increase in new users whilst the average duration time it takes for consumers to view a page to assist with their query has been halved.
We improved the number of successful transactions across our Help & Support services, contributing to our overall self-service success. By Q3 2016 successful self-service transactions increased by 154% to 2.08 million from Q1 2016 along with deflected inbound calls to the contact centre, improving our service levels and decreasing call volumes by 80K.
Our indicators highlight a growing awareness of our enhanced Help & Support online platform and intention to use it as a primary mode of self-care. Astro can now service all our customers at their convenience, allowing us to continue improving business goals of going digital in our customer service ecosystem, whilst reaping cost savings that can be reinvested in future service enhancements.