For Service Management class (batch of July 2010 - July 2013)

1. Prepared by:
Rami Syarafina Binti M. Kamarudin Hilmi
Nurazwani Binti Ahmad
Nurul Husna Binti Hanafiah
Nuqayyah Binti Che Kamaludin
Prepared for:
Madam Siti Hajjar Mohd Amin

2. INTRODUCTION
 Maxis was established and first launched their
service in the year 1995. The founder of Maxis is
Dato Ananda Krishnan.
 The main or the core service is the communication
itself.
 The communication process is through voice calls
service, messaging, mobile internet, wired and
wireless broadband.

3. Unique
Characteristics
of Maxis

4. 1) INTANGIBILITY
The problems:
 The difficulty to show/display the services
(communication process).
 The difficulty in pricing the services.

The solutions:
 Use of tangible items to support the service
Eg: broadband (emphasized on coverage &
speed), manual for simcard
 Create strong image of the company
 Create loyal customers (word of mouth
advertising)

5. 2) HETEROGENEITY
 The problems:
 Low standardization of service ( At the counter
service, different employees treat the customers
differently)
 Sometime the service is low in quality.
 The solutions:
 Give training to the employees
 Use of technology (payment of bills through online
and machine)
 Always upgrade the telephone & internet line

6. 3) PERISHABILITY
 The problems:
 High demand from the customers during festive
seasons. (line become slow)
 Lower demand from the new customers.
 The solutions:
 Always upgrade the telephone line
 Use of creative pricing ( hotlink youth club)
 Focus more on target group (young people –
majority have mobile phone & laptop)

7. Balancing Demand
and
Productive Capacity

8. ALTERNATIVE CAPACITY MANAGEMENT
 1. Schedule downtime during periods of
low demand
 High demand: the service organization
need to make sure all the process of
renovation and maintenance are not being
conducted at that particular time.
 Maxis: the demand expected to be high
during the festivals season. The coverage
might be facing traffic jammed when most
of the users will use the messaging and
calling service at that time.

9. ALTERNATIVE CAPACITY MANAGEMENT
2. Cross-train employees and use
part-time employees
 Train employees various job functions
to make them be as a multitasking
worker.
 Maxis: when Maxis had launched
new products or services that needs
a large number of promoter, they can
used the backstage workers to be
involved at the in front.

10. ALTERNATIVE CAPACITY MANAGEMENT
3. Invite customers to perform self-
service
 the service organization needs to encourage
the customers to perform self-service during
peak time to make sure they can get the
service faster rather than waiting for the
employees to entertain them.
 Maxis: they can encourage the customers to
perform self-service when they want to make
bill’s payment by using electronic kiosk and
online banking.

11. ALTERNATIVE DEMAND MANAGEMENT
1. Use price and non-monetary costs
 Maxis needs to set price by referring
to the situation of the demand.
 Maxis need to set the price rate for
the phone call at the normal rate and
did not give any promotion to make
them are able to manage it during the
festival season.

12. ALTERNATIVE DEMAND MANAGEMENT
 2. Change product element
 As Maxis is also providing the internet
service, the demand of this service is too
high. Maxis need to change the element of
this service by enhance it to make the users
are able to use the internet service better. As
what had been done by the Maxis in order to
fastest speeds of internet, Maxis has
extended HSPA+ (42Mbps) coverage of the
5,200 of 3G sites and latest Tablets and
Smart phones run on the fastest speeds at
3,600 sites.

13. ALTERNATIVE DEMAND MANAGEMENT
 3. Promotion and education
 Inform the customers regarding the peak
periods and encourage them for use the
service or get the product during less busy
time.
 For example, for the internet service most of
the Maxis users will use the internet during
the daytime, so Maxis can offer the incentive
for the night users by giving them additional
speeds for their broadband. Then, it will
make the customers will be eager to use
more the internet service during the night
time.

14. 5 W’s
Model

15. Marketing Communication Planning by
Maxis (Hotlink)
Hotlink Campus Edition Package
Who? What? How?
Where? When?

16. • Who?
Students in public or private universities who
possess a valid ID card number
Age: 17 to 24 years old
• What?

17. • How?
Paying TV stations for creative advertisements
Celebrity Endorsement – Khairul Fahmi Che Mat
and Safiq Rahim
Social media – Facebook, Twitter & Youtube
Direct calls, email and snail mail
• Where?
College
Billboard
Social media
The organization

18. When?
As soon as the plan is introduced to the public

19. INNOVATION
 1. Process Innovation
- E-Billing
- Payment through online banking
 2. Product Innovation
- Modernize und upgrade its network to have
more extended coverage
- Offered innovative products, bring in the latest
devices, make smartphones adoption affordable
and provide exciting
content, applications, internet and bundle plans
-

20. INNOVATION
 3. Strategy innovation
- myHealthy Heart application
- Maxis Insurance or Travel Insurance

21. The importance of innovation
• Increase the customer satisfaction
- reduce the waiting time of customer and give some
flexibility for the customers to make the payments
• Fulfill the different demands and to meet newly
emerging customer needs
• Solve the problems that have been faced by the
customers
• The additional values
- to create new markets and new customers and
having competitive advantages

22. CONCLUSION
 In order to maintain the strong image of
them, Maxis focus on the three innovation which
are process innovation, product innovation and
strategy innovation.
 They also focusing on specific target groups of
people in order to attract new customers to use
their service.

23. THANK YOU