May 13, 2025 – True Corporation has announced three strategic missions centered around customers: building a trusted brand with an exceptional network experience, harnessing AI for all Thais, and fostering a customer-obsessed culture. The missions aim to deliver digital experiences that are intuitive and inclusive, enhance connectivity for smart cities, and build a unified team culture that is driven by customer centricity. Following the successful integration of True and dtac, marking its second anniversary, the company is readying itself to become a key regional player leading telecommunications and technology and transform Thailand’s telecommunications industry. The business performance is turning around to generate long-term profits and pursue sustainable growth alongside the society.
Mr. Sigve Brekke, Group Chief Executive Officer of True Corporation Plc., said “Two years into the powerful merger between True and dtac, we have witnessed the strong potential from combining the strengths of both organizations, resulting in stable and sustainable business growth. Looking ahead, we are embarking on the next phase of our journey with three strategic missions: focusing on our customers, leveraging technology, and empowering our team. More specifically, we aim to build a brand that can be trusted, develop artificial intelligence innovations for all Thais, and forge an organizational culture that puts customers at the center. By integrating AI across both services and infrastructure, we can enhance customer experiences beyond expectations. I’m confident these three pillars will drive long-term success and position True as a trusted technology leader in the region.”
Moving Toward Transformation for Growth: 3 Key Missions
1. Customer
- Trusted Brand: True is committed to building a brand and organization that is credible and trusted by everyone, advancing toward becoming a “brand that customers love” by fulfilling promises and missions to customers, investors, and all stakeholders, focusing on key factors important to all parties together.
- Unmatched Customer Experience: True Corporation is accelerating the integration of systems between True and dtac, aiming for a seamless transition and digital experience through unified apps and AI-powered customer service. The operational plans include:
- Enhancing omnichannel engagement across apps, customer service centers, and retail outlets using AI (chatbots, voice bots, and agent assistants)
- Modernizing and expanding service centers to improve access to human agents and reduce wait times
- Launching new AI-powered apps for True and dtac to migrate in-store transactions to digital platforms
- Unifying core IT systems: CRM, ERP and billing, to support the digital transformation
- Reliable and Future-Proof Network: True is committed to delivering the always trusted network for customers, with network modernization to be completed nationwide by Q3 this year, to deliver next-level digital experiences and continued leadership in Thai telecommunications and technology. The company has showcased the “Phuket Model” as the first province with 100% completed network modernization, ensuring the unmatched network experience, and will continue implementation across other provinces nationwide.
- Protecting core connectivity; expanding digital portfolio: Continuously improve network services and offer new digital products and services tailored to customer needs.
2. Technology
- AI for all Thais: The company aims to raise awareness among businesses and the public about the potential of artificial intelligence (AI) to stimulate widespread adoption (User & Business Demand), which will tangibly drive the development of solutions, platforms, and AI services across the country.
- AI-Powered Personalized Digital Services: True Corporation is accelerating the development of service and product offerings that resonate with customers, while being able to anticipate and respond to customers’ everchanging needs in advance and delivering more than what customers have expected.
- Supporting Smarter Cities and Communities with Connectivity, IoT, and Security: True Corporation is ready to support smart city development through IoT technology and modern security systems.
3. Team
- Customer-Obsessed Culture: True Corporation aims to create a unified organizational culture, ensuring that every approach places the customer at the heart of everything we do.
- Transformational Leadership: True Corporation is committed to developing leaders with the mindset and capabilities to drive organizational transformation, while also cultivating teams that are inspired, motivated, and effectively guided toward shared goals.
- Partnership for Shared Success: The company aims to build and develop relationships with business partners to foster sustainable achievement, together.
“These three key missions will be the foundation for True Corporation’s sustainable growth. We are committed to developing products, services, working methods, and organizational culture to deliver the best experience to our customers, as we strive to become a truly customer-centric leader in telecommunications and technology” Mr. Brekke concluded.
