UniFi Telekom Malaysia: Second Chance

UniFi, a Wi-Fi brand, created a crisis management campaign in Malaysia that admitted its mistakes in failing to upgrade users to increase positive sentiment and penetration.

Business challenge and objective

UniFi's business case study exemplifies how a national broadband player challenged by physical infrastructure development issues, and growing customer impatience reinvented itself to bounce back as a trusted brand of choice, delivering both on customer confidence and business bottom line. Amidst growing government and public scrutiny, the brand successfully managed to arrest customer churn and upsell/upgrade existing customer base from Streamyx users to UniFi.

UniFias part of governments' aspiration to upgrade Malaysian households onto faster and more affordable broadband was tasked to accelerate its 2.2 million customer base. However, despite an aggressive...

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