CelcomDigi nabs Malaysia Airlines' Yin May Lau

Malaysian communications and media service provider CelcomDigi has named Yin May Lau as its chief customer experience officer. 

In conversation with A+M, CelcomDigi said "Lau’s appointment and the establishment of the new customer experience division (CXD) at CelcomDigi is a big step forward in the organisation’s ambition to transform into a truly customer-centric organisation that focuses on building trust and customer excellence."

"Lau and her team are accountable for defining the customer experience strategy, encompassing the development of end-to-end customer experience across all customer touchpoints, CX governance, customer support, and the guardian of customers’ interests," it added.

Don't miss: CelcomDigi appoints Kok Leong Choong in newly created role

Lau was previously group chief marketing and customer experience officer at national carrier Malaysia Airlines. She first joined the airline in 2004, focusing on project management and turnaround initiatives. She was also part of the pioneer team that established the new airline Firefly and oversaw the setup of the airline's travel arm Firefly Holiday. 

She marked her second return to the group in 2018 as its head of customer experience before climbing up the ranks to group chief marketing and customer experience officer. During her time as Malaysia Airlines' group chief marketing and customer experience officer, Lau pushed boundaries with its content. She led the release of its new in-flight safety video featuring a star-studded musical cast and shifted its focus to short-form videos and activations among others. 

Other notable roles she's held include director of Kumpulan Farmasi Vitacare and senior vice president, programme management and corporate comms, corporate strategy at Destination Resorts and Hotels. She was also part of Taylor's Education Group CEO's office where she drove strategic initiatives across the group and led the operational teams of admissions, marketing and communications, according to her LinkedIn

Lau also held positions in agencies such as country general manager at Vocanic Malaysia, media specialist and planner at MindShare and management consultant at Accenture. 

In a LinkedIn post bidding Malaysia Airlines goodbye, Lau said that the most important component of any job or organisation is its people. "The most 'painful' part is, not about the change of company nor industry (which is actually very exciting), nor the change of environment, but it is about bidding farewell to the people whom I call 'work family'. Connections built, camaraderie forged and friendships fostered, through ups and downs, successes celebrated and failures embraced, great times and horrible crises weathered," said Lau. 

"I look back to so many fond memories of great things achieved together, many lessons learned that I will carry with me to my next adventure. I am comforted to know I have been impactful in driving results, not just in the tangible measures, but also in the intangibles, such as building talents and the inspiring the team," she added. 

Lau is just one of the new leaders to join CelcomDigi. Earlier in January this year, CelcomDigi appointed Kok Leong Choong as head of creative X within the brand and marketing department where he is tasked to re-model the creative opening model process. 

CreativeX is a new unit within CelcomDigi’s brand and marketing department established to position the company for future growth and innovation, as part of its ambition to be a leading telco tech company. The unit will explore different tech-led with new AI operating models to position the brand for future, CelcomDigi told A+M at the time. 

Moreover, CelcomDigi appointed Dennis Chia as its new chief financial officer in November last year. Chia was previously chief financial officer at StarHub in Singapore.  

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