ENT600 : Analysis of customer service for Astro Malaysia Holding Berhad / Salasiah Asmuni, Mohd. Ridzuan Busmah and Mohd. Ruzaimee Mohd

Astro Malaysia Holdings Bhd (Appendix 1) is Southeast Asia's leading integrated media group with key operations in pay-TV, radio, content and digital. Astro today has a 67% penetration of TV homes in Malaysia (i.e. 4.8 million customers). Astro broadcasts 183 channels including 54 HD channels, delivered via DTH satellite TV via the Measat satellite network, IPTV and OTT platforms. The organisation operates from two centres. It is headquartered in the Technology Park Malaysia in Kuala Lumpur, with the second site, known as CBC, 30 km away across the capital in Cyberjaya. The two sites split broadcast functionality between them, each broadcasting about half the channels. In times of disruption, the channel bouquet is adjusted so that all of the most popular channels can be delivered from a single site to provide business continuity. (Appendix 2) As we know, people watching television for spending their leisure time with their family in the house as well as acquire the new information. Astro is the only one company that is using the satellite technology for broadcasting which can make the picture in the TV screen more clear nowadays and that is why more people buy this service compared with the people who are using UHF aerial. Research indicates that customers tend to buy from sellers who are innovative, honest, deliver satisfying products, offer more discounts, never compromise with quality & quantity, work for their satisfaction and possess other such relevant factors. The first and foremost thing is to understand the needs of your ultimate consumers. Without customers satisfaction you cannot operate your business in long run. You must communicate with the customers who will use your product and get their feedback. Make them know how buying from you will satisfy them. The customer must be managing friendly by their staff in order to build the customer trust.