In February 2014, Celcom, one of the largest mobile operators in Malaysia by market share, announced a major transformation of its technology platform. The company wanted to get ahead of the competition, and said it was launching a service that would “take customer experience to another level”.
That level turned out to be a few notches lower. The roll-out did not go as planned, facing “teething problems” as one analyst gently put it at the time. The snafu meant that Celcom’s aim of launching new subscriptions were delayed, and its reputation was damaged.
Jamaludin Ibrahim, the president and chief executive of Celcom’s parent company Axiata, reacted...
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