Gavin Baxter, Director, People & Workplace, Astro & Archana Ramesh, Head of People Science, APAC, Glint
Astro Malaysia Holdings Berhad (“Astro”) is Malaysia’s leading content and consumer company, serving 5.7 million or 75% of Malaysian households across its TV, radio, digital and commerce platforms.
In 2019, Astro identified a need for change within the business and embarked on its "Go Beyond" programme to focus on customer centricity, putting the customer at the heart of everything.
Astro was experiencing heightened competition in the market, changing brand perception as well as low levels of internal collaboration and reduced employee morale. All this was having an impact on customer satisfaction and customer churn.
The team identified three core behaviours which they believed would drive a change in the business - inclusivity, accountability and creativity - and set about putting them at the centre of everything they do.
As a result, the latest employee survey showed an increase in Customer Focus from 51% to 66% and Collaboration from 58 to 68%. Overall Employee Engagement has risen from 71% to 74%.
Join us as we discuss Astro's journey with Gavin Baxter, Human Resources Director, Astro. Hear more about how they defined the key drivers for change, built communication and collaboration within the organisation and translated that into an improved customer experience.