China Mobile was established in 1997, now serving over 966 million customers with exceptional customer experience. This telco is a 5G powerhouse serving 466 million 5G customers and is the largest wireless carrier in China.

In 2021, their operating revenue has reached US$126 billion, increasing by 10.6% Y-o-Y. This increase was heavily due to the surge of 5G customers, which saw a 134.4% Y-o-Y increase.

To propel their 5G roll out, China Mobile released Smart Port 2.0 with 200 leading 5G showcases and signed agreements with over 2,800 quality commercial projects and developed 1,590 5G dedicated network projects. These projects are integrated into a variety of verticals with its manageable and controllable 5G dedicated industry network with device cloud integration to cater to the differentiated needs of industry customers. The solution focuses on improving key technologies revolving around low, medium and high frequency 5G networking.

China Mobile is continuing its investments into deploying 5G to provide a digital and customer experience to both the consumer and enterprise.

Drive for CX

“We have given wider connotation to our ‘Powerhouse’ strategy and put forward a new strategic vision: We will open up development space toward information services and focus on technological innovation to create competitive advantages. These moves will form part of our concerted efforts to achieve our goal of joining the league of the world’s first-class information service technology companies.” – Yang Jie, Chairman

To identify the top 10 telcos in APAC to ace customer experience, twimbit conducted a detailed study, benchmarking them across four pillars: digital experience, service experience, employee experience and brand experience.

China Mobile ranked 8^th with an overall score of 6.6. Although the telco ranked 8^th, it carries an amazing initiative focusing on brand experience, scoring 8.8. The telco emphasises on customer-centricity in enhancing their brand, digital and service experience heavily leveraging on the capabilities of AI.

Key Initiatives

Pioneering application of AI across functions

China Mobile took a leap and integrated AI across five functions; Service, Management, Network, Market and Security to improve these segments in both digital and customer experience. AI allows adjustments to new inputs as well as performs human tasks. Moreover, implementing AI allowed certain automated services to excel further, causing efficiency to increase and costs to drop.

Closing the service quality gap

The telco set into motion several initiatives to improve its service quality and customer experience. These initiatives directly affected customer response by reducing the number of complaints. Thus, three initiatives were rolled out:

1. Evaluating customer perception: A telcos image defines how customers construct their opinions. Therefore, the telco deployed a quality evaluation platform to plan business strategies and improve perception enhancing customer experience.
2. Intelligent services: The capabilities of AI, such as smart voice navigation system, were leveraged to improve customer support. The AI operated systems responded and resolved customer queries faster compared to human operators.
3. Customer communication: Platforms such as ‘Voice of customers’ & ‘Voice of the frontline’ target to build customer-centricity.

Overall, these initiatives resulted in a 32.4% drop in average complaints rate per month, 53.5% drop in ‘perceived user experience’ and 36.1% drop in ‘household broadband service quality’ complaints

A robust employee redressal mechanism

The telco believes in listening to their employees and addressing their complaints, similarly to their belief in handling customers. Thus, China Mobile has multiple mechanisms for employee redressals. Among them is the representative congress, where employees are represented by an individual who is included in the decision-making process as well as conveying advice on their interests.

CEO Mailbox: An initiative to support this vision enables employees to send letters to the CEO. In 2020, 573 employee letters were received. All these letters were resolved, signifying just how important the employees’ voice is for the telco. and resolved with the aim of indicating to the employees that their voice is heard

Internet-based poverty alleviation

China’s large land mass creates difficulty for telcos to reach remote areas. Therefore, China Mobile rolled out an initiative to provide digital and customer experience to remote areas by providing preferential communication services through the enablement of digital income opportunities.

How you can match up with/to China Mobile

China Mobile’s amazing brand experience initiative is above the average score in the analysis. Emphasizing community contribution in remote areas by opening digital income opportunities has proven the company’s customer-centric culture. To provide a tremendous customer experience, China Mobile operates within these 3 states:

• Build robust processes for consistent service quality
• Ensure top-notch employee redressal systems to retain scarce talent
• Connect with future customers via sustainable actions