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M1 reinvents itself to become a digital first telco
Now in its 25th year, M1 is a vibrant and dynamic digital network operator that has brought numerous innovations and achieved many firsts in the Singapore market. Since the launch of its commercial services in 1997, M1 has become one of the first operators to be awarded one of Singapore’s two nationwide 5G standalone network licenses. It is also the first operator to offer nationwide 4G services as well as ultra high-speed fixed broadband, fixed voice and other services on the Next Generation Nationwide Broadband Network (NGNBN). M1 also successfully rolled out 5G services for its consumers, offering access to 5G services for all.
In 2019, M1 was privatised and became a key pillar of Keppel Corporation’s (Keppel) connectivity business, which includes tapping M1’s digital solutions and 5G network to enhance the Group’s suite of solutions for sustainable urbanisation. Working closely with Keppel, M1 embarked on a digital transformation to digitally overhaul all M1’s processes and offerings, with a customer-first approach.
“Our vision is to become a digital first telco and provide new made-to-measure personalised experiences for our customers. This will involve driving new digital capabilities into the business and reimagining our ways of working so that we can add more value to every interaction. We also want to set a new standard for what a digital experience looks like in our industry, ” said Nathan Bell, Chief Digital Officer, M1.
With the hyperspeed deployment of Salesforce, M1 is on the path to achieving these goals and deepening engagement with its 1,500 employees and more than 2 million customers.
Making life easier and safer
“Omni-channel is being redefined and we see increasing fluidity between channels with customers moving more frequently from one to the next. Salesforce will help us keep pace with our customers and ensure a consistent experience, no matter which blend of channels they use.”
Creating consistency in every interaction
To remain continually relevant in this rapidly changing market, M1 knows that it needs to be relevant to its customers and provide customers with a great service experience, no matter what channel they want to engage on. Consistency is key and M1 is using Salesforce to connect different touchpoints to hyper-personalise the customer experience.
M1 has rolled out Sales Cloud to B2B sales reps and is using Service Cloud in its contact centre. It is using Tableau CRM to empower its business teams with rich data insights that they can use to provide customers with personalised recommendations.
Tableau also allows teams to self-service their own analysis and surface insights in real-time rather than waiting days for reports from data analysts. This enables teams to act on data insights and make decisions faster.
This move to self-service has involved a journey of enablement, with workshops and support to help the business team gradually become more self-sufficient. As this journey comes to completion, the data analytics team will be freed up to focus on identifying patterns in data that other teams may not have realised. M1 will therefore be able to realise the right balance between empowering the business and leveraging analysts’ time and expertise to tackle new analytics challenges rather than creating repetitive reports.
Most importantly, this outcome will support M1 in always seeking to improve the way it serves customers, enabling business teams to accelerate decision making and increase relevance while realising its goal to be a digital first telco.
With a goal to become a fully cloud-enabled digital services provider, M1 also plans to leverage Marketing Cloud to provide customers with hyper-personalised offers and promotions. Combined with Datorama, this will also empower its team with real-time insights so that it can adapt campaigns based on the changing needs of the market and customers’ individual interests.
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