Customer Journey Map: Telco Service Experience in Malaysia

Mar 25, 2015 | UX Review, User Experience

I bet some of you must be questioning “what is a Customer Journey Map?”, because I asked this question before too. Now, I am going to tell you that a Customer Journey Map (or Customer Experience Map) is basically known as a useful tool for an organization to have a clearer understanding towards their customer experience and make applicable and suitable improvement if needed. How? It is made by different kind of data that a company found from their customers, usability test and also by their team.

Sample Customer Journey Map

A sample of Customer Journey Map

In this case, the data that we have gathered and used for CX Map are, findings from market research, call center data, customer interviews, mystery shopping, and usability testing.

In terms of customer interview, NetizenTesting has interviewed 9 customers from Digi and Maxis. Throughout the interviews, we have gathered interviewees’ profiles and also their experiences with both Telco companies. After the team has done with the customer interview, we proceeded to make an initial map.

This time, NetizenTesting has gotten 16 users to participate in remote Usability Testing.

The test that was mentioned is all about content discovery where users search and discover iPhone plans between the three Telcos that we have chosen.

In this stage, 65% of the users actually rely on ‘Search Function’ to discover the content that they wanted from the website. 50% out of the 65% who rely on ‘Search Function’ searched the content that they want directly with Google, whereas the remaining 15% searched for the homepage with and then they used the search function on the website.

The rest of the users will go to the homepage and tried searching for the content using only the navigations from the websites. So through this, we realized that search function on the website is actually really important due to the result where search function was used 9 times during 16 testing session on Maxis and Digi homepage.

Then we also realized that Celcom homepage do not provide a search function for their customers, which is very detrimental towards their customer experience.

When testers are asked about their understanding of each plan from these three Telcos, users found that information provided by Maxis is hard to understand, while Celcom has all the “too fancy to understand” names. Neither is good for the customers’ understanding, this has taught us to always remember to keep your information and names simple and easy, else the effort of “beautifying” your information will be meaningless. The plans themselves are complicated enough, don’t complicate the names.

By watching through the video below, you can know what our testers have said about Maxis and Celcom:

When users are at the lowest point of emotions during their browsing on the websites, it caused interests to visit the physical stores of these Telco in order to collect some live evidence of their data on customer experience. So during a weekday afternoon, we have our “researcher armies” armed with their hidden cameras, then turned into “shopping spy” by doing mystery shopping in those Telcos.

According to the results brought back by our researchers,  looks like Maxis has present its customers with comfortable seats and multiple counters set up for billing payment customers.

Generally, they have a good layout and cleanliness in the store. Yet, there were no staff members that attended to our “spies” while they were waiting and looking around. Even when the staffs have finally attended to them, still they did not manage to explain the plan clearly.

Also, their faulty kiosk is what dragged their overall performances down. Moreover, Celcom has presented a spacious store and they have prepared many choices of demo phone sets for their customers.

Similar with Maxis, Celcom also provided a touch screen kiosks throughout the store, also their counter staffs did a very good job in properly and clearly explained the plans to the customers.

On the downside, there were no information about their plans in the store. Meanwhile, the kiosk for tickets was difficult to view and staffs gave no assistance. On the other side, Digi showed an overall good experience to the customers. We are going to show you the video down below to let you watch it yourself:


We have found out that how important it is to have a useful search bar on a website. This simply can help customers to get their data easier than keep looking for information pages by pages on your website. Also, to always remember that not to only focusing on being “different” or “odd” to insert fancy names but forgetting about how customers might be receiving the information that you are going to tell them.

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