In an era where technology and customer expectations evolve rapidly, organizations must continuously innovate to keep pace. The World Economic Forum’s 2025 report highlights that innovation and growth can only deliver added value when fueled by a continuous cycle of idea generation, co-creation with consumers, and fast scaling.
This concept reflects that the heart of innovation is not merely about inventing new technologies, but about connecting those technologies with customer needs and delivering truly meaningful experiences.
Such as the innovations created by these two True innovator teams, who place customer experience at the heart of their development, turning it into practical innovations that deliver clear and tangible results.
True Dynamic Script: An Innovative Sales Assistant Tool That Generates Personalized Conversations and Offered Tailored to Each Customer
In sales today, competition is no longer defined only by products and promotions. It is about delivering the right customer experience at the right moment. Clear and effective communication is therefore critical, which is why True’s Telesales and Customer Service teams continually invest in strengthening both employee skills and customer interactions.
Nuntaput Ampawanon, an innovator from the Call Center division, explains that a major challenge for Telesales is enabling staff, especially new hires, to navigate complex sales processes and diverse products with confidence from day one. Traditional training and static sales manuals are often not enough.
“Normally, sales reps rely on a static script in handbook form. They must memorize and interpret everything themselves. We believed that if they had dynamic real time scripts that adapt to customer needs, service would become smoother and more effective,” he said.
From this idea, Nuntaput and his team developed True Dynamic Script, an online sales assistant that adapts in real time to customer conversations. The system draws from in house knowledge by analyzing top performers’ conversations and combining best practices with structured scripts, so every rep can learn and apply instantly.
Behind the scenes was the work of an innovation team that spent more than seven months on development, led by Dr. Phu Iamcharoenying as the project’s principal developer. The team began by gathering real challenges faced by employees in their daily work, then designed a script framework that could cover diverse scenarios and integrated it with True’s product and service databases. During the trial phase, the team held weekly meetings with the Operations unit, who used the system in practice, to refine and perfect its functionality.
The key principle is that when employees engage in conversations with customers, True Dynamic Script acts as an assistant that suggests suitable questions, responses, and options at each stage. This ensures smooth communication, while customers consistently receive accurate and complete information, resulting in a significant increase in sales.
“The clear outcome is that new employees can develop their skills to nearly the same level as experienced staff within just two weeks. Close rates and average revenue per person have increased, and by developing the innovation in house, the company saves more than 15 million baht per year in software licensing fees, with the added flexibility to make immediate adjustments whenever new campaigns are launched.”
Most importantly, True Dynamic Script also helps low performing staff regain confidence and genuinely improve their communication skills. It is an innovation that elevates the quality of service customers receive, enhances employee capabilities at every level, and simultaneously drives higher revenue for the organization.
TrueVisions Subscription Data Analyst: An Innovation That Helps TrueVisions Better Understand Over Two Million Customers
In today’s media and entertainment industry, the challenge is no longer just about curating quality content. It is about delivering customer centric experiences at every step of the service journey. For Anuson Insa, an innovator from TrueVisions’ Broadcast and Content Production Solution team, the key to creating such experiences lies in back end data that must be connected and well managed, enabling continuous analysis and proactive customer care.
“After the launch of the TrueVisions NOW application, which now has more than two million users, the challenge was managing an enormous amount of data scattered across multiple departments in different formats. Analyzing it required significant time and manpower. Our team realized we needed to develop a centralized system to keep up with rapidly changing trends and customer demands,” Anuson explained.
From this idea, the innovation team built TrueVisions Subscription Data Analyst, a centralized system that connects data from multiple organizational sources, consolidates it into a single format, and processes it using AI and Machine Learning. The system also features an intuitive dashboard (UI/UX) and real time automation alerts, helping speed up workflows, reduce errors, and provide actionable insights to customer facing teams for more accurate care.
“We worked end to end, from designing the back end system and connecting data to incorporating feedback from operations and customer service teams. The project took over eight months to develop, followed by real world testing for continuous improvement,” he said.
Anuson highlighted the system’s unique differentiator in the market: its ability to use AI to forecast trends and identify root causes with 90 to 95 percent accuracy, such as customer churn. This allows multiple departments to work proactively. “Within just three months of use, we reduced analysis time from 150 minutes to only a few minutes. The system also cut operational costs by more than 1.4 million baht. Another critical advantage of developing the system in house is that it ensures strict data protection, operating under rigorous governance frameworks and in compliance with international standards on security and data management,” he explained.
These outcomes demonstrate that TrueVisions Subscription Data Analyst serves both as a tool for elevating customer experience and as a driver of organizational efficiency.
The Journey of Innovation That Does Not Stop at a Single Success
Innovation is not a one time achievement. It is a process of continuous development, driven both by business challenges and by the inspiration of the people behind it. True Dynamic Script and TrueVisions Subscription Data Analyst are examples of this journey, created by two True innovator teams whose work earned them the Chairman Award at the CP Innovation and Symposium 2025, a platform where employees from more than 15 countries and economic zones across the CP Group present their projects.
Both Nuntaput and Anuson have worked with True for over 10 years, contributing to and building upon many initiatives. Supported by the True Innovation Center, these innovations were made possible. Both agree that True’s culture encourages employees to think, experiment, and continuously develop new ideas that deliver value.
“I work in the Engineering division, and we cannot stand still. Even after building a stable system, we still need to find ways to make it simpler and reduce the steps further. Personally, I like to keep up with technology news and global trends, and I always think about how to apply them to improve our work in the organization. The company also gives us opportunities to create something new all the time,” Anuson shared about his inspiration. Previously, his team had already won a CP Innovation Award with the Application Broadcast Monitoring System, which enables real time monitoring of broadcast equipment via mobile devices.
Similarly, Nuntaput is always seeking new knowledge and ideas. “Not all innovations have to start from zero. Some tools already work at a certain level, and we can enhance and scale them. By being open to information and ideas from diverse sources, we are always ready to respond when new challenges arise. Right now, we are also developing sales innovations that use Bots and AI to further enhance work efficiency, and we are submitting them to external competitions as well.”
These two innovation teams are a testament to the fact that innovation isn’t something distant or out of reach, it begins with identifying real challenges, taking continuous action to develop solutions, and making the most of available resources. This approach not only helps the organization work more efficiently but also leads to genuinely improved customer experiences.
