Client had been running a channel loyalty programme for over two years.

Client felt it did not meet expectations in terms of performance and cost.

Client decided to revamp their channel programme.



SUPERCEED centralised the administration team in Malaysia, with an initial team of agents, skilled in multiple Asia Pacific (APAC) languages including Chinese and Korean.


International toll-free numbers were set up taking incoming calls from 17 APAC countries into Malaysia.

IVR System

An Interactive Voice Response (IVR) system was set up to provide pre-recorded information for the callers.

ACD System

An Automatic Call Distribution (ACD) system was setup to allow load sharing of agent time.

CRM System

A customized Customer Relationship Management (CRM) system was used to capture as much relevant information as possible.

Knowledge Centre

This formed the knowledge database available for the client, to improve the loyalty programme and understand the channel better.


Process Improvement

Agents utilization rate increased from 50% to 80%.


The lead-time to respond to channel feedback improved from 5 working days to 2 working days.

Cost Reduction

The cost per transaction was reduced by 26%.