Customers are considered crucial stakeholders of the company because their issues and needs are pivotal in determining the company's business direction. Apart from quality, accuracy, and value of products and services, customers now expect sustainability values, especially in services that reflect inclusivity and equality. These services must meet the diverse needs and behaviors of consumers in each generation and consider diversity in society. Therefore, True must prioritize maintaining relationships with customers because it significantly impacts business operations, reputation, and brand trust.
2023 KEY TARGET AND PERFORMANCE
2023 Target
93% Customer Satisfaction Score Measured by iCSAT
2023 Performance
95% Customer Satisfaction Score Measured by iCSAT
MANAGEMENT APPROACH
True employs the Customer Centric principle, or the practice of prioritizing customers at the center, as the framework for managing customer relationships. This includes designing products and services to meet customer needs, creating excellent experiences, and maximizing satisfaction in every aspect.
The Company regularly reviews work performance and customer experiences, analyzing data to develop plans and initiatives to enhance service delivery, build confidence, and create experiences that meet service standards. Progress in customer relationship management is reported to the Executive Committee on a regular basis.
DIGITAL SERVICES
True enhances its customer service capabilities continuously to ensure efficiency, speed, convenience, and safety. This involves providing a diverse range of digital service channels to serve customers of all groups comprehensively. Customers can receive services such as purchasing products, changing packages, and conducting transactions through digital platforms 24 hours a day. In 2023, the percentage of customers using digital channels was 78.52%, exceeding the set target of 76%. Revenue from digital channel services compared to total revenue was 59.27%, also surpassing the set target of 58%.
AFTER-SALES SERVICES
True fosters relationships with customers hand in hand with continuous improvement in service delivery based on Customer Centric principles. This involves listening to and addressing the expectations of customers comprehensively, encompassing all customer groups inclusively and transparently. True maintains various communication channels with customers, including customer service centers, direct service teams, online social media, websites, email, and Call Centers 1242 and 1678. Continuous satisfaction surveys are conducted throughout the year. Additionally, various programs are implemented to build customer relationships, such as:
TrueYou Privilege Program
This program manages and maintains customer relationships and satisfaction through various exclusive privileges. It includes: 1) TrueCard: Grouping customers based on monthly spending, tenure, and services to offer age-specific discounts and promotions. 2) TruePoints: Allowing customers to transfer points to others, which can be redeemed for additional services or special discounts at over 30,000 partner stores nationwide.
dtac reward Program
This program aims to retain high-value customers and engage all customer groups in both postpaid and prepaid systems by providing exclusive privileges and benefits. It is divided into two formats: 1) Customer segmentation based on the duration of being a customer and average revenue per number, divided into four groups to allocate suitable privileges based on usage and lifestyle. 2) dtac Coins: Designed to attract customers to participate in activities by awarding dtac coins based on expenditure, allowing customers to accumulate coins for various benefits.
In order to increase satisfaction and service quality, in cases where customers contact for service requests after sales of all types of services, including complaints and service recommendations, the company has adjusted the service delivery times for each service request. In 2023, 100 percent of service requests were able to be completed within 24 hours.
SERVICE STANDARDS OF DEALERS AND SALES AGENTS
In order to provide customers with the same standard of service across all channels, including services through sales agents or business partners, True has established service standards and operational guidelines. This includes 100% training for employees of each partner before they start working, and there is a dedicated call center for business partners to provide customer service consultation. Additionally, the company conducts inspections at every stage of operations by assessors both internally and externally in accordance with ISO 9001, ISO 14001, and ISO 45001 standards.
To ensure consistent service quality, all True partners and sales agents are required to understand and acknowledge the True Partner Concept Agreement and adhere to the requirements established by True Company. Additionally, True will provide comprehensive training and necessary workshops for all partners to enhance their knowledge and maintain a high level of customer service quality.
CUSTOMER SATISFACTION ASSESSMENT
True continuously and regularly surveys customer satisfaction with their products and services through an online satisfaction evaluation system (iCSAT). The survey results in 2023 found that customers were highly satisfied with the service, reaching up to 95%. Most customers were satisfied with the enthusiastic service provided by staff, their ability to provide helpful advice, polite service, and efficient job follow-up. Areas where most customers wanted improvement included delays in job follow-up, long waiting times, long wait times on the phone, and some complicated work processes. The Company has taken customer suggestions into account and improved service processes, such as enhancing the IVR system to reduce wait times and travel to True service centers.