Tune Talk picks new customer service agency partner

Tune Talk has appointed Havas Malaysia as its new customer experience (CX) partner as the telco looks to strengthen engagement across its digital platforms in Malaysia.

The partnership will see Havas support Tune Talk in enhancing the user experience across its website and mobile app, as part of the brand’s wider digital transformation strategy.

According to the companies, the collaboration will combine Havas Malaysia’s local market expertise with CX capabilities within the broader Havas network, bringing together strategic insights, experience design and data-driven optimisation.

The initiative is aimed at improving conversion performance, boosting customer retention and creating a more seamless digital journey for users interacting with the telco’s ecosystem.

Don't miss: Tune Talk struts into 16th year with refreshed logo 

As part of the engagement, the agency will conduct UX and UI audits, alongside quantitative and qualitative user research to identify friction points across Tune Talk’s digital platforms. Insights gathered from the process will inform a prioritised roadmap for improving the brand’s customer journey.

The programme will focus on Tune Talk’s new and existing subscribers who rely on digital channels for everyday transactions and service interactions, while also incorporating feedback from dealers to provide a broader view of the end-to-end user journey.

Delivered through a 12-week sprint-based methodology, the engagement will include stakeholder workshops, usability audits and in-depth research aimed at uncovering opportunities to optimise the digital experience.

According to Gurtaj Singh Padda, Co-founder & CEO, Tune Talk, the collaboration forms part of the company’s broader ambition as it continues evolving into a mobile network operator. “As we evolve into a mobile network operator, we are focused on building a future-ready brand that doesn’t just keep up but stays ahead for our customers. Speed and intuition are everything in our digital transformation, and partnering with the Havas team allows us to combine our cloud-native agility with data-driven insights that truly put the user first,” he said.

“Our goal has always been to deliver exceptional value, and this collaboration fuels our vision of a modern, agile and customer-powered ecosystem," added Padda. 

From the agency’s perspective, the partnership is designed to translate real user behaviour into actionable improvements across Tune Talk’s digital platforms. Deepali Saini, global chief experience design officer, Havas CX, said the engagement focuses on understanding how customers interact with the telco on a daily basis. “This engagement is grounded in the reality of how customers actually interact with Tune Talk every day. Our team has been deeply involved across research, audits and design sprints, working closely with Tune Talk to uncover friction points and translate real user behaviour into clear, actionable priorities,” she added.

“The focus has been on creating impact where it matters most, simplifying journeys, improving usability and building a digital experience that feels intuitive, relevant and built for scale," said Saini. 

Meanwhile, Nizwani Shahar, CEO, Havas Malaysia, explained that the partnership highlights how the agency’s integrated “Havas Village” model brings together multiple capabilities to address both business and customer needs.

“This engagement highlights how we bring different capabilities together through the Havas Village model. With CX embedded within Havas Malaysia’s broader offering, we’re able to combine local market understanding with experience-led thinking to deliver work that supports both business objectives and customer needs,” she said.

The collaboration comes as telcos increasingly invest in improving digital touchpoints to meet rising customer expectations and drive long-term growth in Malaysia’s competitive telecommunications landscape.

This comes as Tune Talk celebrated its 16th year in Malaysia last year, with a refreshed identity that puts creativity, youth, and community at its core. The refreshed look introduces a striking splash of turquoise to its iconic red logo, symbolising energy, creative freedom, and the brand’s connection to a younger, bolder generation of users.

Earlier in July 2025, Tune Talk appointed Jill Yeap as its new head of marketing, tapping her 15 years of experience in strategic brand building and consumer engagement across the fast-moving consumer goods (FMCG) sector.

In addition, Havas Malaysia has just unveiled a series of senior appointments last week, as the agency looks to deepen expertise and further integrate its "Village" model across creative, CX, and health. New additions include Ie-Tsen Cheng who joins as business director, Keith Ho who was appointed senior planning director, and Allen Liew who has been promoted to creative technologist, Havas CX.

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