Singapore’s M1 Rethinks CX Value Proposition

M1, the communications subsidiary of Singapore-based Keppel Corp, is transforming the customer experience (CX) with a new digital platform.

The new site streamlines the entire customer journey and future proofs the company’s platform. Capgemini conceptualized and developed the integrated platform on Sitecore’s content management systems, and then integrated with M1’s backend system.

The overhaul of the M1 customer interface was based on an exhaustive study done by Capgemini. The new platform now allows customers the freedom to navigate on their own and "make their own decisions." The solution will also leverage dynamic pricing to make rapid deployment of new pricing plans easier, allowing M1 to capture the audience and finetune their promotions.

According to Capgemini, the new CX approach helped M1 to improve its time-to-market. This resulted in an increase in customer activities, such as website traffic and sales. Overall, the company said that these improvements resulted in a better online purchase experience and allowed M1 to “improve its digital offerings through further system integration.”

"The visible business benefits reaped from this project are a testament to the superior customer experience enabled by this collaboration. It is extremely satisfying to see our two teams united to create a new digital platform that provides a truly engaging experience for the end-users," said Sumit Nurpuri, chief operating officer of Capgemini in Southeast Asia, Hong Kong and Taiwan.

The new platform also offers a strong foundation for M1's future ambitions. These include upgrading the in-store experience and making it seamless for its customers across touchpoints.

"Capgemini has demonstrated a strong commitment to reinventing the customer experience through innovation, and we value the collaborative experience they have brought into this association. The enhanced digital platform has enabled M1's customers to intuitively navigate through the new website and to build their own plans on-the-go. We will continue to deliver the best customer experience and simplification of this engaging journey for our customers," said Mustafa Kapasi, the chief commercial officer of M1.

M1's move echoes similar initiatives by incumbents to rethink their CX value proposition. According to the Forrester's Future of CX report, customer-oriented ecosystems (which is what M1 is heading toward) will become the norm, as they look for sites that reflect their preferences and personal values. The analyst report goes further to note that value-based consumer and personal digital twins will also become key customer demands.