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ABOUT THE AUTHOR
Zulfadli Daud
Zulfadli is a tech-driven strategist with over 15 years of experience in Iot, automotive, and BPO. At CASB, he bridges innovation with operational impact, offering insights on digital transformation, telematics, and scalable outsourcing models that meet the demands of a fast-changing, data-first economy.
- Read Time: 4 minutes
- Zulfadli Daud
The Future of Contact Centres in Malaysia: Embracing AI Without Losing the Human Touch
- Read Time: 4 minutes
- Zulfadli Daud
Zulfadli Daud
Zulfadli is a tech-driven strategist with over 15 years of experience in Iot, automotive, and BPO. At CASB, he bridges innovation with operational impact, offering insights on digital transformation, telematics, and scalable outsourcing models that meet the demands of a fast-changing, data-first economy.
Artificial intelligence is transforming contact centres across the globe. In Malaysia, the real opportunity lies in how well we integrate it with human empathy. AI has already proven its value. It improves efficiency, speeds up resolutions, and supports contact centre teams by handling repetitive tasks. The question is no longer whether to adopt it, but how to make it work for our unique environment; one that is diverse, multilingual, and deeply service-driven. At Commerce Access, we believe the goal is clear. We are building customer experiences that combine the speed of machines with the warmth of human connection.
AI as the Enabler, People as the Differentiator
Today’s Malaysian customer expects more than just fast service. They want support that is accurate, responsive, and culturally aware. They also expect to communicate in the language they are most comfortable with, whether that is Bahasa Malaysia, English, Mandarin, or Tamil.
This is where AI excels. It can manage high volumes of enquiries, operate 24/7, and provide real-time assistance to contact centre agents. For example:
- AI chatbots can handle FAQs and basic transactions
- Agent-assist tools offer live suggestions during calls
- Analytics platforms detect customer sentiment and suggest improvements
- Automated post-call summaries reduce manual workload
In Malaysia, companies like U Mobile and Maxis have already seen real benefits. U Mobile’s use of AI with AWS improved agent support and post-call analytics. Maxis introduced “Mia,” a generative AI concierge for business clients, helping customers manage services quickly and independently. These tools lead to faster resolutions and higher customer satisfaction.
The Human Factor Still Matters
Technology can speed up processes, but it cannot replace empathy. A customer calling about a service outage or billing issue may not only need answers; they may need reassurance. In these moments, a well-trained agent who understands local culture, language preferences, and tone can make all the difference. This is especially important in a country as diverse as Malaysia, where customer experience is shaped by nuance and trust. True customer service requires more than automation. It requires connection.
How Commerce Access Bridges Both Worlds
At Commerce Access, we view AI as a tool to support our people, not replace them. Our approach focuses on:
- Using automation for routine enquiries so agents can focus on complex needs
- Supporting agents with AI tools that provide real-time information and suggestions
- Training agents to listen with empathy and respond with cultural awareness
- Ensuring all systems comply with PDPA and meet local data security standards
Our aim is to build relationships, not just close tickets. We measure success by how well we meet expectations, earn trust, and create a consistent, respectful experience for every customer.
What’s Next for Contact Centres in Malaysia
The contact centre industry is evolving quickly. Over the next few years, we expect:
- Omnichannel support to become the default. Customers will expect seamless experiences across chat, phone, email, and social media.
- Predictive service models to rise. AI will anticipate customer needs and recommend actions before problems escalate.
- Voice support to remain critical. Despite automation, many customers still prefer speaking to a person, especially for sensitive issues.
- Increased demand for local expertise. Government agencies and regulated industries will continue to rely on BPO providers with strong cultural alignment and data security standards.
Closing Thoughts
AI can power the future of contact centres. But it is people who shape the experience. At Commerce Access, we are building service models that respect both.
We believe that the best results come from combining smart systems with skilled professionals. That is how we deliver service that is fast, accurate, and meaningful. In a rapidly changing industry, this balance is what sets us and our clients apart.
Whether you’re scaling operations, improving customer experience, or exploring new markets, CASB is ever ready. Not just to support, but to drive your business forward. Let’s build a future of responsible growth, together. Contact us now!
Key Takeaways
- AI is transforming Malaysian contact centres by enabling fast, multilingual, and scalable support — but customer expectations now go beyond speed to include cultural relevance and empathy.
- Leading companies like U Mobile and Maxis are leveraging AI for efficiency, using tools like chatbots, agent-assist, and analytics to enhance both customer and agent experiences.
- Human connection remains irreplaceable — well-trained agents who understand local language and culture are critical in delivering trust-based service, especially in a diverse market like Malaysia.
- Commerce Access bridges automation and empathy by using AI to support agents, not replace them — enabling teams to handle complex needs while ensuring data privacy and cultural sensitivity.
- The future of contact centres in Malaysia is hybrid — driven by predictive AI, omnichannel support, and local expertise, but always grounded in the human touch that defines great service.
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