As charge points multiply across the region, the real test of a CPO isn’t just the infrastructure. It’s what happens when a driver needs help.
Malaysia’s electric vehicle landscape has transformed rapidly. From highways to urban centres, charging points are multiplying — and with them, a growing base of EV drivers who expect fast, reliable, and responsive support every time something goes wrong.
For Charge Point Operators, this is where the real pressure lies. Building the network is one challenge. Supporting the people who use it — consistently, at scale, across multiple languages and channels — is another entirely.
The CX Challenge Behind Green Mobility
When an EV driver encounters a failed transaction, an unresponsive charger, or a billing issue, the clock is ticking. Frustration sets in fast. And in an industry where trust and adoption are still being built, every negative customer experience carries outsized weight.
CPOs operating at scale face a complex support environment: high inquiry volumes, technically-informed customers, multi-channel communication, and a product ecosystem that is constantly evolving. Getting this right requires more than a call centre. It requires a purpose-built CX operation.
Brandt’s Track Record in CPO Support
Since April 2024, Brandt has been the customer experience partner behind one of Southeast Asia’s leading Charge Point Operators — a Gold Award-winning CPO with thousands of charging points deployed across Malaysia, Thailand, and beyond.
In our first full year of operations, we handled over 23,000 customer interactions across phone, chat, and email — managing everything from app and payment troubleshooting to account queries, outbound campaigns, and escalation handling.
The results speak for themselves:
- First Contact Resolution (FCR) consistently above 90% — meaning the vast majority of customers got their issue resolved in a single interaction
- Multi-lingual support across Bahasa Malaysia, English, and Thai — critical for a CPO with regional ambitions
- Zero overtime utilised throughout the year — a reflection of strategic workforce planning and operational discipline, not just headcount
- Full system migration from one CRM platform to another, completed without service disruption
- Refund processing empowered directly at Team Lead level — reducing turnaround time and customer wait
What Purpose-Built CPO Support Looks Like
Supporting a Charge Point Operator isn’t the same as running a generic helpdesk. The customer profile is different. The urgency is different. And the product knowledge requirements are significant — agents must understand charging protocols, app functionality, payment flows, and escalation pathways across a rapidly changing ecosystem.
At Brandt, we invested from day one in building that knowledge base — working alongside the client’s internal teams to develop structured handling procedures, escalation workflows, and communication templates that reflect how their customers actually think and behave. We didn’t just deploy agents. We built a team that understands the industry.
When real-world incidents occurred — from system downtime to unexpected volume surges triggered by interest rate changes — our team adapted quickly, escalating effectively and maintaining service quality under pressure.
The Bigger Picture
Malaysia’s EV charging network grew from around 2,200 public chargers in early 2024 to over 5,000 by late 2025. That growth is accelerating — and so is the volume and complexity of customer support required to sustain it.
For CPOs with regional ambitions, the customer experience layer isn’t a cost centre. It’s a differentiator. A driver who gets fast, empathetic support after a failed charge is far more likely to return — and to recommend the network to others. A driver who doesn’t may never charge there again.
Brandt understands this. And we build our operations accordingly.
Ready to Power Your CPO Support?
If you’re a Charge Point Operator — or a green mobility business — looking to build a customer experience function that scales with your network, we’d love to talk.
Contact us today to learn more about what Brandt can do for your operations.
Brandt Business Services — The Experience Company. People & Business Transformation and Outsourcing Solutions for the Digital Economy.
