Research Overview

Customer experience is the accumulation of a customer's experiences throughout his/her journey with a supplier across functions, products, services, and touchpoints. In this study, Frost & Sullivan examines customer experience in the telecommunications sector in Malaysia, with a focus on the critical factors that influence customer behavior throughout the stages of consumer decision-making—pre-purchase, purchase, and post-purchase. The study uses the proprietary Customer Experience Index and the widely adopted Net Promoter Score methodologies to gain insights into the interactions between customers and telecommunications providers.

With the growth of smartphone users in Southeast Asia, Malaysia continues to maximize opportunities in the telecommunications sector, particularly when individuals use smartphones and other mobile devices for personal and business purposes. Frost & Sullivan’s Customer Experience Management study explores how customers perceive their local telecommunications providers through the touchpoints they use during the pre-purchase, purchase, and post-purchase stages.