Omnichannel CX transformation at scale across Southeast Asia

MAP Active (Mitra Adiperkasa) is Indonesia's leading multi-brand retail group, managing iconic global brands including Adidas, Nike, New Balance, Hoka, Foot Locker and Birkenstock. As their digital commerce footprint expanded across Southeast Asia, MAP Active faced a critical challenge: delivering consistent, high-quality customer service across a rapidly growing and complex ecosystem of digital touchpoints.

With 23 brand flagships and 62 marketplace storefronts operating simultaneously across Indonesia, Malaysia, Singapore, Vietnam, Thailand and the Philippines, MAP Active's customer service infrastructure was under enormous strain. Enquiries were scattered across disconnected channels, response times were inconsistent, satisfaction was declining, and agents had no unified view of customer interactions. Without a centralised CRM, duplicate responses and missed tickets were common — threatening brand reputation across the entire portfolio.

A fully unified omnichannel CRM solution tailored to MAP Active's scale and complexity.

• Zendesk integration across 23 digital flagships and 62 marketplace storefronts
• Multi-country deployment spanning Indonesia, Malaysia, Singapore, Vietnam, Thailand and the Philippines
• A unified inbox across email, webchat, webbot, the WhatsApp official number, Lazada and Shopee
• Full ticketing data integration with Google Looker Studio for real-time weekly and monthly review dashboards
• Automated archival with ticket backup to Google BigQuery for data compliance and reporting

The Zendesk implementation turned MAP Active's customer service operation into a scalable, data-driven CX engine. With a 100% close rate and 88.1% one-touch resolution across nearly 150,000 monthly tickets, MAP Active now delivers consistent service quality across all six countries and 85+ brands — setting a new benchmark for omnichannel retail CX in Southeast Asia.