M1’s Digital Playbook for Unlocking Customer Experience Success

What does it take to achieve customer experience success and transform a legacy organisation into a digital-first leader in customer experience? For Stamford Low, Director of Customer Experience and Retail at M1, it required bold decisions, a clear vision, and the courage to embrace change.  

As a guest on CX Unlocked, Stamford shared his insights on leading M1’s journey from a traditional telco to a pioneer in digital customer experience. 

His story offers valuable lessons for organisations striving to keep pace with evolving customer expectations. 

Listen to the full podcast episode here:

Here are some key takeaways from this episode—lessons from M1’s playbook to inspire your own approach to customer experience. 

The journey back to leading M1’s transformation

Stamford’s connection with M1 dates to its early days. Joining in 1998, just two years after the company’s inception, he managed the growing customer hotline. Over five years, Stamford helped expand M1’s service capabilities, taking on billing, provisioning, and customer retention. 

After a hiatus to explore new opportunities, Stamford returned nine years ago, drawn by a desire to bring fresh ideas to the company.  

For Stamford, this journey was about more than technology; it was about transforming the customer experience by embedding innovation and personalisation into the company’s DNA. 

M1 faced the challenge of moving beyond commoditised telco services. Stamford explained that achieving differentiation required an ambitious vision: to become a “digital-first telco” offering personalised experiences tailored to individual customers. This goal demanded not only advanced technology but also a fundamental cultural shift within the organisation. 

Why customer experience matters more than ever

Customer experience is no longer a “nice-to-have”; it is essential for businesses to remain competitive.  

Stamford explained that in a world where products and services are often commoditised, CX becomes the differentiator.  

To illustrate, he shared a personal anecdote from a recent trip to Japan. After standing in line for two hours at a high-end boutique, he and his wife were told the item they wanted was sold out across the country. Despite the disappointing service, the boutique’s exclusivity kept customers queuing. 

However, Stamford was quick to note that this scenario is the exception rather than the rule. For most businesses, especially in telco services, CX plays an indispensable role in remaining relevant. Customers expect more than products—they demand seamless, personalised interactions that make them feel valued. 

Curious about what consumers in Singapore really expect during an interaction?  

–> Download our consumer report for deeper insights into today’s customers. 

Mindy: More than a Chatbot

One of the highlights of M1’s transformation was the introduction of Mindy, the company’s chatbot. Designed to handle routine queries, Mindy freed up human agents to focus on complex interactions. 

What set Mindy apart was how M1 treated it—not as a tool, but as an agent. Mindy was given a name, a supervisor, and performance metrics. This human-centric approach ensured that the chatbot delivered consistent and meaningful service. 

Early iterations of Mindy faced challenges, such as providing overly generic answers. By redesigning the chatbot to ask clarifying questions—just as a live agent would—M1 significantly improved Mindy’s relevance and accuracy.  

This iterative approach underscored a vital lesson: technology must adapt to customer needs, not the other way around. 

Empowering agents through change

M1’s transformation was not limited to technology; it extended to its workforce. Stamford noted that tools like Mindy initially sparked concerns about job security among agents. 

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The company was clear that the goal was to enhance roles, not replace them. 

By automating routine tasks, M1 allowed agents to focus on more meaningful interactions. New roles were also created, such as chatbot supervisors and members of agile product teams, ensuring that staff remained central to M1’s success. 

Building a culture of collaboration

M1’s success was not solely about technology; it was also about fostering a culture of collaboration.  

Stamford highlighted the importance of cross-functional teams that included both business and IT representatives. This agile approach ensured that every decision prioritised the customer experience. 

Measuring success was another critical component of M1’s transformation. Stamford shared how metrics such as Net Promoter Score (NPS), Customer Effort Score (CES), and First Contact Resolution (FCR) were used to track progress and identify areas for improvement.  

Each metric provided valuable insights into the customer journey, highlighting both successes and opportunities for growth. 

Focusing on First Contact Resolution, M1 improved this metric from 70% to 90%, significantly reducing customer effort.  

This emphasis on operational excellence complemented the company’s broader CX goals, making interactions more seamless and satisfying for customers. 

The art of knowing your customers

For M1, customer-centricity began with a deep understanding of its audience.  

Stamford shared how tailoring technology to local needs, such as training AI models to understand Singlish and Singaporean accents, required significant effort.  

Off-the-shelf solutions failed to address these nuances, prompting M1 to invest time and resources to customise its systems. 

This effort reflects a broader truth: successful CX starts with knowing your customers.  

By aligning technology with audience preferences, M1 ensured its solutions felt accessible, relevant, and trustworthy—a crucial step in building long-term loyalty. 

Takeaways from M1’s playbook

M1’s transformation offers a blueprint for companies looking to adapt to changing customer expectations.  

The key takeaways are clear: start with a bold vision, invest in the right technology, and create a culture of collaboration and continuous improvement.  

Most importantly, never lose sight of the human element in customer experience.  

By making CX a company-wide priority, businesses can build trust, loyalty, and lasting success. 

Learn from the change-maker

Explore the valuable insights from our interview with Stamford Low. 

–> Listen to the full podcast episode