Dialog Axiata PLC (Dialog), a subsidiary of Axiata Group Berhad (Axiata), operates Sri Lanka’s Leading Quad-Play Connectivity Provider. It is the market leader of the Mobile Telecommunications sector with 14 million customers and a robust footprint and market presence in Sri Lanka’s Fixed Telecommunications and Digital Television markets through its fully owned subsidiaries: Dialog Broadband Networks (Private) Ltd (DBN) and Dialog Television (Private) Ltd., (DTV) with a variety of digital transformation strategies that use the latest in agile technology.
Dialog had a goal of digitally transforming their customer service channels. After many years of paper-based processes and interactions, Dialog sought to automate and simplify their processes end-to-end and gain the ability to analyze and respond to customer feedback in a timely manner across all channels. They also wanted to ensure that the move to digital did not force them to compromise on customer loyalty. The solution had to ensure that the customer experience was personalized and measured constantly to ensure greater efficiency, reduced cost, and that their customers remained loyal and happy.
ADL relied on Agile methodology for the rapid development and implementation of personalized, automated experiences for Dialog’s customers. ADL had introduced Agile into Dialog for API disaggregation and microservice- based development. ADL brought in Agile experts on key projects and together, ADL and Dialog delivered more than 40 Agile projects including customer experience transformation projects. Ultimately, more than 1100 staff members were trained in Agile including a dozen certified product owners; more than 20 scrum masters; and 100 other certified team members. Driving continuous integration/continuous development (CI/CD) compliance; weekly deployments; and blueprint methodology, Agile methodology was the force for positive change in shifting Dialog to digital ways of thinking and working.
The “API-ification” of Dialog’s legacy BSS was another critical step. Dialog’s legacy BSS is in the process of being replaced gradually, wherever possible, as part of a migration to a cloud-native and microservice architecture. By fronting legacy BSS with APIs, Dialog can accelerate upper layer, customer experience-related development using Agile, while continuing to work around and then replace legacy platforms with cloud-native components.
As a result of this customer experience transformation, Dialog saw vast improvements in many key areas. Namely:
- The automation of 100% of its distribution channel activations resulting in massive cost savings
- Increases in process automation of up to 80%
- An increase in NPS to make Dialog the state leader against its competitors by 5 percentage points
- Significant increase to top line revenue and bottom line profitability companywide
- The Dialog selfcare app becoming the most downloaded telecom app in Sri Lanka
Agile methodology education was instrumental in enabling faster time to market, incremental product shipment, and the ability to course correct based on customer feedback. ADL was instrumental in upskilling the more than 1,100 Dialog staff without whom the positive results of this transformation could not have been achieved.
As one of the most valued brands in Sri Lanka and the undisputed market leader, Dialog and continues to drive the digital transformation of the industry with its substantial investments in Design Thinking, Agile methodology, AI and data science.