IZLYN RAMLI

VICE-PRESIDENT GROUP BRAND & COMMUNICATION TELEKOM MALAYSIA BHD

On how social media has impacted or promoted your business brand.

Social media plays a big role when it comes to engaging with customers, as well as potential customers. With our approach of continuous integration of insights from display, mobile, social and content in driving smarter campaigns, as a result, it leads to an increase in unifi brand recall by 76%, and contributes in elevating TM at no 8 in Top 10 most valuable brands in Malaysia.

On the company’s digitalisation efforts and how it has helped in branding.

TM moves beyond connectivity into new value-added digital and smart services. This is part of TM’s holistic approach covering customer experience, process optimisation and new business opportunities which entails building a digitally aware and smarter workforce. This is in line with our goal to accelerate the execution of our strategic goals of Deliver Convergence and Go Digital via our new approach, “Perfexe 10”. These concerted efforts resulted to TM being the only trusted partner and convergence provider, with a vision to Make Life Easier for a Better Malaysia.

Challenges faced by your company in a challenging economic environment.

This is a challenging period for the industry where we see flattish growth trends and cost headwinds. The industry is witnessing the tapering growth of voice revenue due to market saturation, including other challenges such as intensifying competition in the broadband space, with competition from mobile, LTE and other high-speed broadband providers. Furthermore, consumers have been cautious in their spending habits amid a challenging economic environment as well as rising costs of living. Given that, we supported the Government’s objective towards providing broadband connectivity to all Malaysian households and businesses at affordable prices. We are fully supportive of the initiatives to further upgrade nationwide broadband reach and adoption, especially for educational institutions; and the initiatives to support Enterprises, SMEs and start-ups as key economic drivers.

On strategies put in place to boost the company’s brand image.

TM Group of Companies is more than just a communications provider, we are, a trusted institution with a vision - To Make Life Easier for a Better Malaysia. We deliver Life Made Easier:

To customers, through converged digital lifestyle communication experiences

To businesses, by collaborating with and supporting them with integrated digital solutions.

To the nation, by supporting socioeconomic development through education, innovation & social initiatives.

We have a clear vision, which goes beyond making profits. In fact, it’s not about us at all, but the people who matter most to us – our customers.

The importance of a meaningful connection between a brand and a consumer in brand-building.

It is critical to understand our customers’ needs so we can facilitate and link, services and solutions to deliver convergence products that deliver seamless digital experience, anytime, anywhere. We have moved away from conventional broad customer segmentation to seeking more insights guided by our customer’s journey, respectively. We believe that there is no ‘One size fits all’ in forging connections with our customers. We are guided by our customers’ journey and via data foot print, we able to understand our customers and their individualism.

This allows us to interact with our customers at the right moment of their lives in a more relevant and meaningful way. There is clearer recognition that we need to touch our customers at the right moment defined by the right time, place, activity, mood, content and media platforms.