Case Study: Celcom Axiata achieves crucial business insights and enhanced social intelligence with Synthesio

Celcom Axiata - Customer Case Study

Celcom, Malaysia’s oldest and largest mobile telecommunications provider, began an extensive digital transformation in 2017 and sought to elevate its social and digital strategy. While running regular social campaigns, the company needed a way to measure, optimize and extract business‑critical insights from multilingual social conversations (English and Bahasa Malaysia) to better understand brand health, influencers and campaign impact.

Celcom chose Synthesio for its global data reach, APAC presence and ability to ingest multilingual social data and integrate with existing engagement tools. By adopting Synthesio’s Social Intelligence platform and the Beam command center, Celcom brought real‑time listening and analytics into daily workflows, identified key influencers, developed KPIs to link influencer work to business results, tracked sentiment to monitor brand health, and shared actionable insights across the organization.

Celcom Axiata

Chew Su Fong

Customer Experience Governance Director