BANDAR SERI BEGAWAN – DST marked the fourth anniversary of the telecommunications industry transformation on Tuesday with the launch of its Digital Telco Customer Relationship Management (CRM) system.

Since 2020, the telco has transformed itself into a versatile player in the telecommunications industry by becoming a virtual mobile network operator and a retail service provider. They have also expanded their services into fiber-to-the-home. 

This transformation has also led DST to review and improve its customer-facing and backend systems. In line with this commitment to innovation, DST has introduced the Digital Telco CRM system. The new system was officiated by DST’s Chairman, Hj Sofian Hj Mohammad Jani, on Tuesday. 

The introduction of the Digital Telco CRM marks the first installment of deliverables of the overall DST Digital Platform development.

The improved key features of the Digital Telco CRM will be used to support DST’s omni-channel approach, integrating seamlessly with MyDST app, Chatbot, DST branches, 151 and 16888 call centres, web and other online channels, USSD, dealers, and agents. This customer-centric approach reflects DST’s dedication to providing an enhanced and agile customer experience.

Andy Lai Boon Ho, vice president of DST Digital & Innovation (C), pictured with the team of developers behind the DST Digital Telco CRM system. Photo: Courtesy of DST.

In a statement, the telco said these smaller yet crucial advancements contribute to the larger transformation agenda at DST. 

Ongoing enhancement to the Digital Telco CRM will leverage the expertise of DST’s in-house local talent to address ever-changing customer needs.

DST CEO Radin Sufri Radin Basiuni underscored the fundamental “people-first” approach in developing the digital platform, emphasising the importance of nurturing local talent to develop the “made in Brunei” CRM.

Key to the development of the CRM is the expertise of DST’s business team, whose knowledge and processes have been honed at the telco for years, Radin said. This, partnered with collaboration with the telco’s software development team has been integral to improving the customer experience. 

Vice president of DST Digital & Innovation, Andy Lai Boon Ho, who spearheaded the project, highlighted the strategic use of internal business know-how to support teams in the fast-paced market environment. 

He said DST will continue to add more features to the Digital Telco CRM, as telco has ambitions to get into the fintech space.