After implementing Genesys Cloud, Astro increased its employee satisfaction scores by 50%, boosted digital self-service adoption by 20% and reduced IT maintenance costs by 30%. The migration itself, both on schedule and disruption-free, enabled a transformation that has empowered agents and customers through experiences that are equally digital and human-centric.
50% improvement
in customer satisfaction scores
20% increase
in digital self-service adoption
30% reduction
in IT maintenance costs
Astro is more than a leading Malaysian media and entertainment company that also provides its customers with the latest in broadband, commerce and streaming technologies. It’s a cultural icon dedicated to providing content that resonates with Malaysian values and delivering service experiences that are seamless, digital and human-centric.
“Customer experience for us is how we listen, respond and improve continuously,” said Cynthia Seow, Director of Customer Experience and Digital at Astro. “We are not just providing entertainment. We are building relationships that earn us a place in people’s homes and hearts.”
One way Astro does this is by resolving issues as seamlessly as possible — ideally within the first contact. The media giant’s customers most commonly reach out for help with content access, billing and technical issues.
A growing number of its customers connect through its MyAstro app, WhatsApp and other digital channels, yet many still value the empathy and reassurance of speaking to a live agent. Supporting both preferences at scale requires a strong technology foundation that enables agility and innovation.
“Customer experience for us is how we listen, respond and improve continuously. We are not just providing entertainment. We are building relationships that earn us a place in people’s homes and hearts.”
Cynthia Seow
Director of Customer Experience and Digital, Astro
Bolstering that already solid foundation included a migration to the Genesys Cloud™ platform. Astro wanted a dynamic IVR with smart routing, better forecasting and resourcing capabilities, and improved quality management and coaching through workforce engagement tools.
Astro needed a timely, flawless migration to avoid any service disruptions. Approximately 1,000 frontline agents rely on the platform, with about 70% working at any given time.
“The migration was intense but seamless. We did it within our set timeline,” said Seow. “This was due to strong governance, a strong technology partner in Genesys and strong system integrators like ITApps. It has been an excellent upgrade.”
With Genesys Cloud in place, agents were able to assist customers more efficiently while also delivering more personalized service. Reducing friction in their daily work has lowered agents’ cognitive load and improved their confidence. This has increased their productivity and led to a 15% decrease in average handling time.
The platform also gave agents greater ownership of their performance. They can now track their KPIs independently and swap shifts if needed, strengthening accountability and morale — and improving schedule adherence by 15%.
“Job satisfaction is important to us because it means that our agents are happy,” said Seow. “When you have happy agents, they serve your customers better, which means happy customers.”
Supervisors also gained new capabilities. With speech and text analytics, they can conduct more targeted coaching. And AI-powered scheduling tools enable resourcing teams to create more accurate schedules within minutes, ensuring agents with the right skills are in place at the right time.
“The most significant improvement for us was our company-wide employee satisfaction score, which has improved by 50%,” added Seow.
“Job satisfaction is important to us because it means that our agents are happy. When you have happy agents, they serve your customers better, which means happy customers.”
Cynthia Seow
Director of Customer Experience and Digital, Astro
The transformation at Astro was also about giving customers more control. Customers can now resolve issues on their own more easily through enhanced digital self-service across the MyAstro app, WhatsApp and other digital channels — while agents are freed to focus on higher-value or more complex interactions.
Since introducing these capabilities, Astro has increased self-service adoption by 20%. “It’s been transformative,” said Seow.
This balance between digital efficiency and human empathy supports the company’s goal of providing easy, seamless interactions while maintaining a personal touch. Customers’ appreciation of the service improvements show in the increased Net Promoter Score and a 50% company-wide improvement in customer satisfaction scores.
“Genesys has been a great partner to Astro in driving innovation. Our visions and goals are aligned.”
Cynthia Seow
Director of Customer Experience and Digital, Astro
Moving to Genesys Cloud has delivered some key business results, as well. Astro has increased its ability to innovate while lowering its total cost of ownership, including a 30% reduction in IT maintenance costs. With less time and expense devoted to maintaining legacy systems, the organization can innovate faster and focus on delivering new value to customers.
“Since the migration, it’s helped us to innovate faster and better” said Seow. “And Genesys Cloud running on AWS gives us confidence in security, scalability and reliability.”
The shift to Genesys Cloud is also supporting the company’s sustainability goals. Astro views ESG as an integral part of its role in Malaysian society. Reducing its physical infrastructure footprint and operating within a more efficient cloud ecosystem is helping the company stay on track to reach net-zero emissions by 2050.
Looking ahead, Astro is focused on how emerging technologies and artificial intelligence (AI) will further transform customer experience in the months and years to come. With Genesys Cloud, the organization is positioned to adapt quickly and continue strengthening the relationships at the heart of its business.
“Genesys has been a great partner to Astro in driving innovation,” said Seow. “Our visions and goals are aligned.”
To learn more about the solutions featured in this case study, visit www.genesys.com.
