Leading on best customer experience in digital era Panel discussion on AIS modernized sales and service channels Bussaya Satirapipatkul EVP - Customer & Service Management Komsan Buppanimite SVP - Channel Management Wisut Ua-Anant AVP - Online Channel Management 1
Our Goal is to Provide Ultimate Customer Experience “To empower our customers with the Number One digital life experience in Thailand with the latest advanced technology” 2
TH THE E TH THRE REE E ST STEPS EPS 2014 - Present 2014 ent OF ADVA VANCED CED INFO O SERVI VICE CE CHANN NNEL L DEVE VELOPME OPMENT NT 1998 1998-2013 013 1991-1997 1991 997 • • WHOLESALES BUSINESS ONLINE STORE • • SMALL RETAILER SERVICE KIOSK • AIS SHOP • • TELECOM & IT CHAIN STORE SELF SERVICE • TELEWIZ SHOP • • MODERN TRADE & C-STORE AIS BUDDY • TELECOM RETAIL • • MOBILE TOP UP AGENT EXLUSIVE PARTNER SINGLE MULTIPL IPLE COMPLEX PRODUC UCT T 3 PRODUCT UCT PRODUCT UCT & SERVICE ICE
CHAN HANNEL NEL ST STRUCT RUCTURE URE : AI : AIS S OWN WN AIS CALL CENTER AIS SHOP : 90 90 shops 2,800 Agent AIS shop operated by qualified and high performance team AIS SELF-SERVICE AIS App | eService Social media Service Kiosk Payment Kiosk IVR | USSD AIS CORPORATE & DIRECT SALES BUSINESS SOLUTION CORPORATE & SMEs DIRECT SALES 4
CHAN CH ANNEL NEL ST STRUCT RUCTURE URE : : PAR PARTNER TNER > 1,000 shop > AIS Buddy, the newest partner shop AIS SHOP by PARTNER : 33 : 33 shop developed from potential phone retail AIS shop operated by Qualified shops and High - Performance Partners KEY ACCOUNT CHAIN Telewiz : : 436 shops PARTNERS has been managed with standard regulations to control the quality of services MODERN TRADE WHOLESALE AND RETAIL > 22 > 22,000 shop Advanced Distribution Partner (ADP) is the wholesaler distributing AIS products and services including Sims to small retailer in authorized areas 5
SE SE SERVICE SERVICE VICE is all VICE is all about pa about pa passion passion ion ion and interacti and interacti action action 6
“The Best Service with Heart” Fastest Speed Social Media & Online Services Most Convenient ‘My AIS’, Self -Service Most Modern Digital Shops Most Variety Benefits & Rewards 7
Fastes est t Sp Spee eed d Fastest Response via Social Media Website Email Live chat & VDO call 8
Most t Conve nvenien nient t with the Widest Range of Self-Service Channels Service Kiosk เพิ่มจาก เป็น ตู้ พร้อมเพิ่มฟังก์ชันใหม่ Payment Kiosk สายใหม่ จ่ายสะดวก ทุกที่ ทุกเวลา *1175 Free สร้างใหม่ สแกนจ่าย Self-Service Center ‘My AIS’ All in One App 9
Most t Modern dern Digital Shops, Mobile Service Solutions, Digital Gurus & Solution Advisors Using intelligent kiosks, smart devices and a suite of digital tools to manage the customer journey, smoothly & conveniently 10
Most t Varie iety ty With 360 ° View of Customers, AIS enhances every angle of a customer’s everyday life REWARDS Rewarding profits customers POINTS EXPERIENCES Giving the unique Returning customers every experiences 25 baht of usage equals 1 point SERVICES PRIVILEGES Raising service Full privileges nationwide quality through with discounts over 15,000 People, Process & stores Technology 11
Encourage Digital Adoption & Sale Growth (AIS Contact Center) % IVR Served vs. Total Contacts More transaction inquiries have moved into self-service channels % sales via agents and IVR (by transaction) Agents focus on resolving complex issues, sales and providing solutions for customer needs 12
Encourage Digital Adoption & Sale Growth (AIS Shop) % Transaction Counter 35% 65 65% of transactions are now served on Kiosks Kiosk 65% % sales at AIS shop (by transaction) Staffs seek customer insights and needs to deliver more sales opportunities and digital solution consultations 13
Before 2000 2004 2010 2015 Customer care Consultant Device Guru Digital Life Guru Full Integrated Competency Smartphone, Wearable Devices, Contents, Fixed Broadband 14
AIS CHANNEL STRATEGY “Grow with Partner Go Together” Business Sustainability – Competency Development -Balancing Partners 1 Next step of AIS franchise business by uplifted “ Telewiz Shop” to be “AIS Shop” Increase capabilities of small retail shop to make 2 them survive in high completive market by becoming “AIS Buddy” Co-operate with modern trade and chain store such 3 as exclusive model to cover more customer’s segment; “ iSt Studio dio ”, “Big Mobile”, “Big C” CUSTOMER 15
AIS EASY APP 16 EASY EASY WAY WAY TO TO ENH ENHANCE ANCE YOUR YOUR BUSINESS BUSINESS CAPABILI CAPABILITIES TIES ENHANCE SALES USER FRIEN ENDLY LY AIS Safety Standard More transaction , more income Simply use on smartphone Several services available for partner AIS Easy App. Has been developed Your and end users information in AIS EASY APP that will enhance security are our concern. Using AIS with the concern of simplicity of the your business opportunity such as; Standard system to make sure that user. Less process and faster all information are well kept. service is the main core of this Postpaid Register , Pre to post , MNP , VAS , Report and many application. Only 5 steps on your more services mobile phone, you can finish postpaid registration for your customer. 16
AIS EASY AIS EASY APP APP EASY W EASY WAY AY TO ENHANCE TO ENHANCE YOUR YOUR BUSINESS BUSINESS CAPAB CAPABIL ILITIE ITIES Sales & Services : Focus on 6 highlight products and services • New register AI AIS S EASY A EASY APP PP • Prepaid Identify My Profil My Profile • Convert prepaid to postpaid • VAS Ch Channel nnel Co Comm mmunica unication tion • Device bundling Prod Product uct Ca Cata talog log • Mobile number port Sale Sales s & S Service ervices Performance Report : Performa Pe rformance Re nce Report ort Monitoring sales and service report in Co Comp mpensa ensation tion R Rep eport ort each transaction on Application anytime and anywhere Co Comp mplaint laint and nd F Fee eed back ck 17 17
AIS EASY AIS EASY APP APP 18 “BETTER WAY FOR NEW REGISTER” EASY APP EASY APP takes 2-3 3 MIN MIN • Reduce process ONLY • Reduce time • Reduce cost 2 15 15 PC takes about 15 PC 15-20 20 MIN MIN 30 30 Calling Call ing *208 208 might take up t up to o 30 30 MIN MIN 208 208 18
The NEXT “Transform TELECOM PROVIDER to DIGITAL LIFE SERVICE PROVIDER ” 19
Disruptive Technology for digital telco from telecom to internet Introducing “AIS Online Tracking + Sale Force” Telecom BSS IVR Business Support System Partner Service OPERATOR The Traditional Way USSD gateway Network Customer SMS Royalty Platform (CRM, Privileges) IT INTERNET Online Self Service Network Tracking + Provisioning Sale Force Platform • Click to IVR • Click to USSD • Click to SMS 20
Collect all data across all customer touchpoints to set the foundation of our digital strategy Build a 360 o view of your customers with Profile data + Intent data + Contextual signals ˚ To do personalize real-time marketing to win m icro-moment s in real time Email lists Intent Signals Google ’ s audience insights Past purchasers App converters Contextual + Location Signals Online Tracking AIS Online Channel Ecosystem Personalize Offerings Digital Brain (Online Insight) 21 My Account
Di Digit ital al Marketi ting ng Strategy tegy • Manage online media and leverage data analytics to offer personalized product and services SEED ING 22
AIS Online Channel Roadmap Vision: To become one of the strongest online channels in Thailand 2015 Online Tracking + Sale Force 2016 Online Programmatic Digital Brain 2017 Online Automation 2018 Online Artificial Intelligent 23
1. Online Tracking • Media spending optimization • Collect customer profile and behavior for personalized offerings • Effective data monetization 24
2. Managed and Personalized On-Top Package • Increase sales success rate • Tool to increase sales value • Customized offerings to prepaid balance • Better and simplified customer experience 25
3. AIS App – All-in-One Online Self-Service App • Drive customer digital lifestyle to reduce cost to serve • Built-in effective and personalized offerings and advertising • Improve customer engagement 26
4. Personalized Advertisement • Build new revenue potential • Enhance digital marketing for partners • Targeted sales to profile and behavior • by balance left over 8x more click through rate comparing to paid • by purchase history media from FB, Google (~2%) Page % Page Package Offering Views View 1. Promotion views (low data) 47,800 - Check Balance 2. Click to View promotion 8,299 17.3% 3. Total Click on Purchase button 750 9% 27
AIS NOW Video Demo Notify on Website “Push Banner Notify” “Push Icon Notify” “Push Video Notify” 28
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