In an era where customers have countless options and instant access to information for comparison, marketing strategies that focus solely on satisfaction are no longer enough. According to a PwC report, telecom service providers must differentiate their businesses and create new value through innovative services to stay competitive in a rapidly evolving landscape of customer expectations.
Amid this environment, True Corporation has adopted a bold new approach with its mission: “YOUR HAPPINESS FIRST – Because Your Smile Comes First,” This mission goes beyond merely satisfying customers, it aims to deliver “joy and smiles” through a deeply customer-obsessed experience, grounded in genuine listening and understanding.
According to Tanaphon Manavutiveth, Chief Marketing Officer, True Corporation Plc, the heart of this mission lies in transforming real customer insights into impactful campaigns. These initiatives are designed to resonate with customers, offering tailored packages, user-friendly digital platforms, and thoughtful, year-round appreciation activities.
From Customer-Centric to Customer Obsession: Turning Insights into Proactive Strategy
“Many people see Customer Centric and Customer Obsession as similar, but to me, they are very different. It’s like the difference between ‘delicious’ and ‘absolutely mind-blowing.’ Customer Obsession involves an intense level of care and passion that allows us to truly reach, understand, and serve customers with the best experiences—before they even have to ask,” Thanaphon explained.
One of the key elements of this mission is transforming deep customer insights into proactive strategies by using data seriously and listening intently. This approach goes beyond following trends—it enables True to connect with the evolving lifestyles of people in today’s fast-changing digital world.
“The Thai digital market continues to grow. Today, more than 25 million people pay for digital services, spending an average of 250 baht per month. Around 21.6% are willing to pay for movies or TV via subscription-based video-on-demand (SVOD), and each person typically uses 2 to 4 digital services. Moreover, usage data from True and dtac customers shows that OTT app usage has grown 19% from last year, and the number of people using more than two OTT apps has increased by 11%,” Thanaphon added.
“This shows that people of all ages are now part of the digital world. While each age group has different needs, we use this data to design packages, services, and experiences that fit their lifestyles—so that customers can truly enjoy every aspect of their lives.”
Three Happiness Campaigns with Three Strategic Pillars
YOUR HAPPINESS FIRST is a mission that True has executed through a clearly defined strategy, brought to life as the “Three Happiness” campaigns. The goal is to engage customers across the entire base of both True and dtac, from Gen Z to the Silver Generation, by addressing their lifestyle preferences, offering convenience, and delivering sincere appreciation.
Happiness 1: Fulfilling What Customers Love through Entertainment-Driven Packages
Behavioral insights reveal that people spend the most time engaging with content such as movies, music, and sports. True has partnered with top global OTT streaming platforms that are popular in Thailand including Netflix, YouTube, iQIYI, and TrueVisions NOW, along with premium sports content, to deliver valuable packages that truly match customer lifestyles and entertainment preferences.
Happiness 2: Fixing What Customers Don’t Like by Making Digital Life Easier through the True App
Based on years of insights from usage patterns on the True and dtac apps, True has enhanced the True App into a digital assistant that is “understanding, responsive, and intuitive.” The app is designed to be user-friendly, from bill payments to hyper-personalized service recommendations, along with exclusive individual benefits.
Happiness 3: Sincerely Thanking Customers with Surprises that Reflect “The Longer You Stay, the More We Care”
“The Longer You Stay, The More We Appreciate You” represents True and dtac’s genuine commitment to building long-lasting customer relationships. The longer customers stay, the more personalized care and special privileges they receive – made possible through deep, real usage insights from each customer segment, as well as ongoing special events throughout the year.
“We meet our customers’ needs by truly understanding them. For instance, sports content is different from other types of entertainment. We know our customers enjoy different kinds of sports, and no single app includes everything. That’s why we let customers choose the sports app they prefer, and we offer personalized discounts that truly match their interests. The same goes for the True App. We’ve addressed the pain points that made the experience inconvenient and worked to make it as seamless as possible,” Tanaphon shared.
Thailand’s Potential in the Digital World and Lessons from Global Partners
Tanaphon believes that one of Thailand’s key strengths lies in the adaptability of its people across all age groups when it comes to technology. This ability not only influences consumer behavior but also positions Thailand as a high-potential digital nation, capable of becoming a new economic hub in Asia.
However, while consumers are becoming increasingly tech-savvy, brands must have clear goals, the right timing, and patience throughout the development process in order to create meaningful customer experiences.
“One of the most valuable lessons we’ve learned from working with global partners is the importance of setting priorities. It’s about making a clear decision on what you believe will succeed and then going all in. This mindset doesn’t guarantee success, but it gives the team a shared goal and the courage to eliminate unnecessary efforts. Sustainable success doesn’t happen overnight. Some things can’t be done today and succeed tomorrow. It takes time, step by step, with depth and attention to detail in order to achieve truly meaningful results,” Tanaphon explained.
Customer Obsession Is Not Just a Marketing Strategy. It Is a Working Culture.
Customer Obsession is not just a marketing concept. It is a work culture embedded in the mindset of every True employee, across all roles and responsibilities. “Everyone should constantly ask themselves: Will what I’m doing make the customer smile with genuine happiness? If the customer still feels indifferent, why are you even doing it?” Tanaphon shared this as something he often reminds his team.
Beyond the concept, what truly makes a difference is action. Tanaphon personally visits True’s retail locations to meet customers in person, believing that nothing beats hearing from real customers directly. “Every time we visit a store, we always gain something valuable. There are gaps we can’t see through data alone. I encourage every team to meet customers, listen to them, and bring those insights back to improve our services.”
Finally, when asked to choose one word that best represents True’s mission, Tanaphon replied:
“Smile,” that’s the word. If a customer walks into our store and gives us a smile, that’s a great beginning. It reflects what we truly aim to create. Not just good service, but a positive feeling and lasting experience that stays with the customer,” Tanaphon concluded.
