If you have ever stood in a CelcomDigi store hoping to get a billing question answered, or pushed through a clogged hotline menu late at night, the telco’s latest update is aimed squarely at you. CelcomDigi, the merged Celcom and Digi entity that now serves more than 20 million subscribers in Malaysia, is rolling out a connected set of AI and automation tools meant to make support quicker across stores, contact centres and digital channels.
Editor
Val chevron_right
Table of Contents
What is changing across the CelcomDigi support journey
The announcement, made on 12 May 2026, covers a redesign of how customers move between channels rather than a single new feature. The headline addition is Express Lane, a QR-code in selected stores that connects a walk-in customer straight to a contact-centre specialist by WhatsApp or voice call, depending on preference. The idea is to keep store staff focused on transactions while specialist support handles complex queries without the customer queueing again.
Postpaid customers eligible for PremierCARE get faster, dedicated access to specialist teams when they call the centre. Senior customers aged 60 and above are routed to a trained team that walks them through both enquiries and CelcomDigi’s app and digital tools. The company is also folding the three retail brands into a single 1111 care line that works across voice and WhatsApp.
The AI layer
On the AI side, CelcomDigi is leaning on its own SPARK AI assistants for everyday queries, with handover to human teams for anything complex. Automated device unblocking is one of the more concrete wins: a customer who has just settled an outstanding balance no longer has to call in for service to be restored, with the unblock happening automatically within minutes.
CelcomDigi says the changes are already producing measurable results. Average resolution time has dropped by 25 percent, the company reports, and 37 percent of customer enquiries are now resolved through digital and self-service channels. Those are the kinds of figures that, if they hold up, should show up in shorter store visits and fewer transferred calls for everyday users.
Why this matters for Malaysian readers
Customer service is one of those areas where Malaysian telcos compete heavily on paper but feel surprisingly similar in practice. The signal in CelcomDigi’s rollout is that the company is treating CX as a competitive lever rather than a cost line, in the words of Chief Customer Experience Officer Lau Yin May, who described 'real-time, always-on experiences' as the bar customers now bring to every interaction.
For the 20.6 million Malaysians on CelcomDigi’s network, the practical effect should be fewer reasons to step into a store at all, and quicker resolution when they do. The harder question is whether the human element holds up alongside the AI scaffolding, especially for older customers or those navigating disputes that automation handles poorly. The dedicated senior-citizen team and the move to keep specialist humans on the other end of Express Lane suggest CelcomDigi is at least planning for that.