True Corporation has announced a dynamic new phase in its evolution, unveiling three core strategic missions focused squarely on its customers. The telecommunications and technology leader aims to cultivate a trusted brand through an exceptional network experience, democratize the power of Artificial Intelligence (AI) for all Thais, and embed a deeply customer-obsessed culture throughout the organization.
This strategic pivot comes as True Corporation marks its second anniversary following the successful merger of True and dtac. The company is now poised to solidify its position as a key regional player, driving innovation in telecommunications and technology and spearheading the transformation of Thailand’s digital landscape. With business performance on an upward trajectory, True is focused on generating sustainable, long-term profits while contributing to the growth of society.
Sigve Brekke, Group Chief Executive Officer of True Corporation Plc., emphasized the significance of this new direction, stating, “The synergy created by the powerful merger of True and dtac over the past two years has unlocked significant potential, leading to stable and sustainable business growth. As we look to the future, our journey will be guided by three strategic missions: an unwavering focus on our customers, the transformative power of technology, and the empowerment of our team.”
He elaborated on these pillars, highlighting the ambition 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.” Mr. Brekke expressed confidence that “integrating AI across both services and infrastructure will elevate customer experiences beyond expectations,” ultimately positioning True as a “trusted technology leader in the region.”
Driving Transformation for Growth: The Three Core Missions
- Customer First:
- Building a Trusted Brand: True is committed to fostering a credible and trustworthy brand, striving to become a “brand that customers love” by consistently delivering on its promises to customers, investors, and all stakeholders.
- Unmatched Customer Experience: The company is accelerating the integration of True and dtac systems to create a seamless digital experience through unified applications and AI-powered customer service. Key initiatives include enhancing omnichannel engagement with AI-powered chatbots, voice bots, and agent assistants, modernizing service centers for improved access and reduced wait times, launching new AI-driven apps for both True and dtac to facilitate digital migration, and unifying core IT systems (CRM, ERP, and billing) to underpin this digital transformation.
- Reliable and Future-Proof Network: True is dedicated to providing a consistently reliable network, with nationwide modernization slated for completion by Q3 of this year. This upgrade will enable next-level digital experiences and reinforce True’s leadership in Thailand’s telecommunications and technology sector. The “Phuket Model,” the first province with 100% network modernization, serves as a benchmark for this commitment.
- Protecting Core Connectivity and Expanding Digital Portfolio: True will continuously enhance its network services while introducing new digital products and services tailored to evolving customer needs.
- Technology for All:
- AI for all Thais: True aims to champion the widespread adoption of Artificial Intelligence across businesses and the public, fostering the development of innovative solutions, platforms, and AI services nationwide.
- AI-Powered Personalized Digital Services: The company is accelerating the creation of personalized service and product offerings that anticipate and exceed customer expectations.
- Supporting Smarter Cities and Communities: True is leveraging its connectivity, IoT capabilities, and advanced security systems to actively support the development of smart cities across Thailand.
- Team Empowerment:
- Customer-Obsessed Culture: True is cultivating a unified organizational culture where every decision and action is centered around the customer.
- Transformational Leadership: The company is committed to developing leaders who can drive organizational transformation and inspire motivated teams towards shared goals.
- Partnership for Shared Success: True aims to build strong relationships with business partners to achieve sustainable growth collaboratively.
In conclusion, Brekke reiterated, “These three key missions will serve as the bedrock for True Corporation’s sustainable growth. We are dedicated to evolving our products, services, working methodologies, and organizational culture to deliver unparalleled experiences to our customers, as we strive to become a truly customer-centric leader in the telecommunications and technology landscape.”
